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Abstract
Examination of over 600 on‐air promos carried within or adjacent to situation comedies showed that the promos’ salience impacted the ratings of the promoted program. After controlling for the ratings of the lead‐in to the promoted program, significant associations were found for the method of construction of the promo, the familiarity of the promoted program, the amount of clutter within breaks, the position of the promo within the break, and the rating of the program carrying the promotion. The results suggested a six‐part model for maximizing the effectiveness of on‐air promotion.
