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Program context effects on TV advertising

Bellman, S., Schweda, A. and Varan, D. (2006) Program context effects on TV advertising. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

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.

Publication Type: Report
Murdoch Affiliation: Audience Research Labs
Series Name: Beyond: 30 Study #8
Publisher: Murdoch University. Audience Research Labs
Publishers Website: http://www.beyond30.org/
URI: http://researchrepository.murdoch.edu.au/id/eprint/9145
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