The Impact of TV Program Involvement on Program Attitudes and Subsequent Exposure

Abstract

The primary criterion in evaluating TV programs is Nielsen ratings, that is, viewer exposure to TV programs. An important issue in media analysis is whether qualitative criteria should be used in addition to exposure. The assumption in using Nielsen ratings is that past exposure is the best predictor of future exposure. This is a reasonable assumption, but a recent analysis has concluded that program attitudes are at least as closely related to future Nielsen ratings as past ratings (Assael and Poltrack, forthcoming.) The conclusion of this study was that qualitative criteria should be used in the up-front negotiations in evaluating programs in addition to Nielsen ratings.