Posted on November 4th, 2009 by Yuliya Torosjan
The potential of any promotional message to deliver viewers to a program is governed by myriad factors. The composition of the audience seeing the promo, the number of times the audience has seen it before, and the distance in time from the promotion to the program all combine to determine the effectiveness of a single [...]
Posted on October 20th, 2009 by Yuliya Torosjan
By now it would probably be impossible to find a conscious adult in the country that has not heard the story of the Balloon Boy. As an article in Columbia Journalism Review rightfully points out, the balloon boy story fascinates with “its irresistible mix of human drama and utter strangeness.”
The obvious effect of this fascination [...]
Posted on October 6th, 2009 by Yuliya Torosjan
Exposure to promotion makes highly attentive rovers tune in to a program at higher rates
Targeting low loyalty high attentiveness viewers is an ideal way to drive ratings for established programs. We define low loyalty viewers as ones that watch only one episode of a program in a season. As we previously determined, most shows have [...]
Posted on September 8th, 2009 by Yuliya Torosjan
Television marketers live and die on the effectiveness of their program promotions. Answers to questions about the optimal frequency of exposure to promotions and the optimal distance between exposure and airing of the program can determine success or failure of networks’ primetime schedules.
In our analysis of audiences’ responses to promotions, we find that one promotion [...]
