The relationship of network affiliation change to prime time program ratings

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

Nielsen ratings data from sixty markets were analyzed to determine whether factors traditionally thought to influence program ratings continue to do so in the face of affiliation change. Overall, the study concludes that they do. Affiliation change was less significant in predicting ratings than several other variables, suggesting that the audience does indeed watch programs, not stations and will find preferred programs even if they move from one station to another.

Original languageEnglish (US)
Pages (from-to)98-109
Number of pages12
JournalJournal of Broadcasting and Electronic Media
Volume43
Issue number1
DOIs
StatePublished - Jan 1 1999

ASJC Scopus subject areas

  • Communication

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