Program context effects on TV advertising
Explores how television programming affects the ad environment for both linear and interactive video content. Identifies four ‘viewing states’ which prove to be more predictive than ‘genre’ in understanding ad environment factors. Includes biometric measures.
|Murdoch Affiliation:||Audience Research Labs|
|Series Name:||Beyond: 30 Study #8|
|Publisher:||Murdoch University. Audience Research Labs|
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