To switch or not to switch?: Examining the factors affecting Metro Manila TV viewers' utility on ad spots and interruptions
This paper analyzed the utility of TV-viewers in relation to Ad-spots and interruptions. An OLS-regression analysis was used to measure the relationship between audience from ad-spots and interruptions. Furthermore, this paper will also determine if the audience size of a television network has an e...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2005
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/14338 |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | This paper analyzed the utility of TV-viewers in relation to Ad-spots and interruptions. An OLS-regression analysis was used to measure the relationship between audience from ad-spots and interruptions. Furthermore, this paper will also determine if the audience size of a television network has an effect on the willingness of a firm to invest their commercial parameters used, as TV viewers utility determinants are load commercial minutes, insertions, and advertising cost. Results suggest that TV-viewers are advertising-averse and advertising firms are more willing to pay the cost of advertising if the size of audience is large. On the other hand, if the TV channel offers a good program mix, the behavior of the viewers being advertising-averse is compensated. |
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