Catchy, yes, but does it work?: The impact of broadcast network promotion frequency and type on program success
- 1 March 1993
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 37 (2) , 197-207
- https://doi.org/10.1080/08838159309364215
Abstract
This study analyzed the effectiveness of promotions in stimulating interest in new and returning network programming, using 1,028 program advertisements edited out of a stratified sample of major broadcast network programming. Overall, frequency of promotion per episode was negatively and weakly related to program ratings. Promotions appeared to work better for returning programs and to be more effective in the first month of new season than in the second.Keywords
This publication has 11 references indexed in Scilit:
- Developing a new political reality: Political information and the 1988 Southern regional primarySouthern Communication Journal, 1990
- Countering the new media: The resurgence of share maintenance in primetime network televisionJournal of Broadcasting & Electronic Media, 1990
- The Impact of a Mini-Series: A Quasi-Experimental Study of ‘Amerika’Journalism Quarterly, 1989
- Inheritance effects in the new media environmentJournal of Broadcasting & Electronic Media, 1988
- Television and its AudiencePublished by SAGE Publications ,1988
- How Viewing of MTV Relates to Exposure to Other Media ViolenceJournalism Quarterly, 1987
- The “Lead-in” Strategy for Prime-Time Tv: Does It Increase the Audience?Journal of Communication, 1986
- Baiting Viewers: Violence and Sex in Television Program AdvertisementsJournalism Quarterly, 1985
- Program audience duplication: A study of television inheritance effectsJournal of Broadcasting & Electronic Media, 1985
- Viewer uses of promotional media to find out about television programsJournal of Broadcasting, 1983