On-Air Promotion Effectiveness for Programs of Different Genres, Familiarity, and Audience Demographics

Abstract

This analysis of 4,469 promotions carried in on-air promos during prime-time and weekend sports television programs established the impact on prime-time ratings of frequency of promotion, distance, construction, and length. The analysis also examines the impact of these promotion variables for programs of different genres, targeted to different genders and ages, and with different degrees of familiarity. Whether the promotion aired in weekend sports or inside prime-time made little difference to the overall results, but notable differences emerged for programs of different genres, familiarity, and audience demographics. The findings apply to industry practices and contribute to refining salience theory.