Like most television advertisers, marketers promoting television programming are haunted by what we'll call the Wanamakerian spectre. The spectre whispers in the ears of network marketers: "You know half your... more
Close analysis of how people watch a program's series premiere reveals that viewers' likelihood of returning to future episodes follows from their attentiveness to the first. As television networks seek additional commercial vehicles to engage viewers and advertisers – think of the... more
The potential of any promotional message to deliver viewers to a program is governed by myriad factors. The composition of the audience seeing the promo, the number of times the audience has seen it before, and the amount of time from the promotion to the program all combine to determine the... more
CBS, FOX, NBC, and ESPN spend billions of dollars for the rights to broadcast National Football League games. These games attract huge numbers of viewers while also providing an ideal forum for networks to promote upcoming shows. A look at viewing habits on CBS and FOX during September 2009... more
By now it would probably be impossible to find a conscious adult in the country that has not heard the story of the Balloon Boy. As an article in... more
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