The good news about television: Attitudes aren't getting worse. Tracking public attitudes toward TV advertising

Michael Thomas Ewing

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA.
Original languageEnglish
Pages (from-to)83 - 89
Number of pages7
JournalJournal of Advertising Research
Volume53
Issue number1
DOIs
Publication statusPublished - 2013

Cite this

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abstract = "Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA.",
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The good news about television: Attitudes aren't getting worse. Tracking public attitudes toward TV advertising. / Ewing, Michael Thomas.

In: Journal of Advertising Research, Vol. 53, No. 1, 2013, p. 83 - 89.

Research output: Contribution to journalArticleResearchpeer-review

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