How Television Advertising Influences TV Programming Research Paper by Mira

How Television Advertising Influences TV Programming
A research paper on the relationship between TV advertising initiatives and TV programming.
# 153788 | 1,597 words | 7 sources | APA | 2012 | IE
Published on Jan 16, 2014 in Communication (Television) , Advertising (General)

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This paper explores how television advertising influences TV programming, and focuses on two relevant examples of popular U.S. programs, in particular NBC's "Sunday Night Football" and "The Voice". The paper addresses the issues of viewer engagement in recalling certain ads, arousal, excitation transfer, and formation of successful partnerships with premier advertisers in order to produce particular effects among consumers. In addition, the paper describes the strong relationship between the economic and cultural work of television so that individuals can expand their knowledge on the extensive capacities of television to influence society.

From the Paper:

"Advertising influences TV programming, as it is important to note that programming and ad position are designed to affect ad effectiveness such as ads in the closing position of NBC's program "Sunday Night Football". In this context, advertising influences sports programming because viewers demonstrate an ability and willingness to recall certain advertisements that are placed in major sports events featured in "Sunday Night Football" program. The use of a naturalistic context in the process of placing ads during this program is evident and emerges as an important strength (Broach, Page, & Wilson, 1995). The mentioned program indicates the highest average price for a 30-second advertisement placed in the television. In fact, "Sunday Night Football" is the most popular program especially among young adults. Therefore, the ads target this wide audience of viewers and ensure quite appealing elements. A thorough consideration of arousal while placing ads during showing NBC's program is important. Arousal is associated with the state of experiencing psychological and physiological activation in the process of watching particular sports events shown in "Sunday Night Football" program. It is clear that sports and arousal are positively correlated especially in the course of competitive contests (Peterson & Raney, 2008). Yet an important distinction between these two dimensions relates to the way in which each is influenced by a precise outcome."

Sample of Sources Used:

  • Broach, V. C., Page, T. J., & Wilson, R. D. (1995). Television programming and its influenceon viewers' perceptions of commercials: The role of program arousal and pleasantness. Journal of Advertising, 24 (4), 45-54.
  • Coleman, C. L. (1993). The influence of mass media and interpersonal communication onsocietal and personal risk judgments. Communication Research, 20 (4), 611-628.
  • Duck, J. M. & Mullin, B. A. (1995). The perceived impact of the mass media: Reconsideringthe third-person effect. European Journal of Social Psychology, 25, 77-93.
  • Moorman, M., Neijens, P. C., & Smit, E. G. (2005). The effects of program responses on theprocessing of commercials placed at various positions in the program and the block. Journal of Advertising Research, 45 (1), 49-59.
  • Murry, J. P., Lastovicka, J. L., & Singh, S. N. (1992). Feeling and liking responses to televisionprograms: An examination of two explanations for media-context effects. Journal ofConsumer Research, 18, 441-451.

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APA Format

How Television Advertising Influences TV Programming (2014, January 16) Retrieved May 25, 2020, from

MLA Format

"How Television Advertising Influences TV Programming" 16 January 2014. Web. 25 May. 2020. <>