The Impact of TV Program Involvement on Program Attitudes and Subsequent Exposure

17 Pages Posted: 21 Nov 2006

See all articles by Henry Assael

Henry Assael

New York University (NYU) - Department of Marketing

David F. Poltrack

Columbia Business School

Date Written: September 1, 2006

Abstract

The primary criterion in evaluating TV programs is Nielsen ratings, that is, viewer exposure to TV programs. An important issue in media analysis is whether qualitative criteria should be used in addition to exposure. The assumption in using Nielsen ratings is that past exposure is the best predictor of future exposure. This is a reasonable assumption, but a recent analysis has concluded that program attitudes are at least as closely related to future Nielsen ratings as past ratings (Assael and Poltrack, forthcoming.) The conclusion of this study was that qualitative criteria should be used in the up-front negotiations in evaluating programs in addition to Nielsen ratings.

Suggested Citation

Assael, Henry and Poltrack, David F., The Impact of TV Program Involvement on Program Attitudes and Subsequent Exposure (September 1, 2006). Available at SSRN: https://ssrn.com/abstract=946185 or http://dx.doi.org/10.2139/ssrn.946185

Henry Assael (Contact Author)

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

David F. Poltrack

Columbia Business School ( email )

3022 Broadway
New York, NY 10027
United States

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