Abstract:

Today, the process by which advertisers select the programs within which to present their messages is a one-dimensional process based upon a quantitative estimate of the size of the audience, defined by age and sex, delivered by each program. This process does not include any consideration of the qualitative dimensions of television viewing such as the viewer’s attention to the program and satisfaction with the total viewing experience. Insights that I have gained from the qualitative research that we at CBS have done concerning the viewing experience have led me to conclude that the qualitative dimensions of media exposure have substantially more impact on the communication of advertising messages embedded within television programs than we have assumed in the past. These qualitative differentials often outweigh the quantitative differentials upon which advertising placement decisions solely rest today. It is this thesis which will be presented and defended in this paper.