There’s lots to like about likeable TV programs

Peter Hammer

Revisits program liking with up-to-date information and tests the effectiveness of advertising in an on-demand TV viewing environment.

Academics and industry experts have long held the view that media context is a key factor in driving advertising performance. In a recent meta-analysis of 70 studies conducted from 1965 to 2013, researchers concluded that program liking positively affected advertising memory1.

However, there’s been much change in the TV / video landscape in the past few years.  And as authors of the Guardian wrote in response to changes in TV viewing behaviour and the rise of on-demand services, “to say that television has changed in the past 10 years would be a massive understatement”2....

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