To switch or not to switch?: Examining the factors affecting Metro Manila TV viewers' utility on ad spots and interruptions

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Applied Economics

Subject Categories

Economics

College

Ramon V. Del Rosario College of Business

Department/Unit

Economics

Thesis Adviser

Erwin Corong

Defense Panel Chair

Cesar Rufino

Defense Panel Member

Myrna Austria

Mitzie Irene Ponce Conchada

Abstract/Summary

This paper analyzed the utility of TV-viewers in relation to Ad-spots and interruptions. An OLS-regression analysis was used to measure the relationship between audience from ad-spots and interruptions. Furthermore, this paper will also determine if the audience size of a television network has an effect on the willingness of a firm to invest their commercial parameters used, as TV viewers utility determinants are load commercial minutes, insertions, and advertising cost. Results suggest that TV-viewers are advertising-averse and advertising firms are more willing to pay the cost of advertising if the size of audience is large. On the other hand, if the TV channel offers a good program mix, the behavior of the viewers being advertising-averse is compensated.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU14261

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

84, [3] leaves ; 28 cm.

Keywords

Television viewers; Television advertising; Regression analysis

This document is currently not available here.

Share

COinS