摘要：This paper reviews research on the proportion of television audiences who actually watch advertisements, and presents the findings of three studies carried out in the Department of Marketing at Massey University. In two studies, telephone interviews were carried out during commercial breaks. These suggested that just over 60% of the television audience was likely to watch any given advertisement. The third study used face-to-face interviews, also carried out during commercial breaks, and found the audience for advertisements to be only 53% of the programme audience. Furthermore, commercials shown between programmes in this third study were watched by significantly fewer people than commercials shown during programmes
Loading...
