Promotion increases ratings, doesn't it? The impact of program promotion in the 1992 Olympics
- 1 June 1994
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 38 (3) , 307-322
- https://doi.org/10.1080/08838159409364267
Abstract
Networks justify huge expenditures for winter and summer Olympic rights partly for the games’ value for promoting other prime‐time programs Analysis of ratings for new and continuing entertainment series promoted on‐air before and after the 1992 Winter and Summer Olympics found little support for this justification. Short‐term comparison of ratings showed some improvement for one of NBC's series after promotion in the Summer Olympics, but long‐term analysis turned gains to lossesKeywords
This publication has 1 reference indexed in Scilit:
- Catchy, yes, but does it work?: The impact of broadcast network promotion frequency and type on program successJournal of Broadcasting & Electronic Media, 1993