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In the backstage of the TV audience

Date of publication: May 4, 2003

Catalogue: Latin America 2003

Authors: Fábio Mariano, Elenice Rampazzo, Paolo Fiasco

Abstract:

This paper describes a new media research tool - PPR - which can be applied to improve the effectiveness of media planning. PPR - Public and TV Programme Relation Rate - shows the way to understand how people watch TV, and their feelings and behavior towards each TV programme, considering Latin American attitudes.Television is the main media in Latin American and advertisers have been guided by the high audience shares. However, high audience shares do not guarantee attention to the advertisement, because they refer to which channel the TV is tuned, but they do not indicate where the consumers are and what they are doing while TV programmes are on. PPR shows through the 'relation rate' the importance of each TV programme for the public and how they can cause an impact and change the habits of this public when they become 'manias'. PPR offers qualitative information to media planning.

Fábio Mariano

Author

This is a long description of some author details.

Elenice Rampazzo

Author

This is a long description of some author details.

Paolo Fiasco

Author

This is a long description of some author details.

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Citation

Mariano, Rampazzo and Fiasco (2003a, May 04). In the backstage of the TV audience. ANA - ESOMAR. Retrieved September 18, 2025, from


https://ana.esomar.org/documents/in-the-backstage-of-the-tv-audience