Analysis of 677 promos for prime‐time series carried within 1993 and 1994 sporting events on the major broadcast networks showed that most on‐air promotion had a modest impact on program shares and ratings: about one‐third of shares went up, over one‐half stayed flat, and less than 10% went down. A six‐part model incorporating lead‐in shares/rating, three structural factors, and two presentational factors collectively accounted for about one‐third of the variance in promoted prime‐time series’ shares and ratings.
Promoting prime‐time programs in megasporting events
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