TV subscribers show some attitude

Date of publication: June 23, 2005

Abstract:

The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels. This predictive validity was assessed within the nationwide electronic audience panel in Mexico, which makes a case for the practical use of attitudinal ratings in advertising, media planning, and content management. Findings are discussed in the context of important contributions from the academic fields of psychology and mass communication.

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