To switch or not to switch?: Examining the factors affecting Metro Manila TV viewers' utility on ad spots and interruptions

• Main Authors: Batungbacal, Cheryl Irene, Buco, Mark Stephen Dy, Esguerra, Wilfredo, Jr., Veloria, Michael Benjamin
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Television viewers; Television advertising; Regression analysis; Economics
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14338
• Institution: De La Salle University

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.