Choice Versus Chance: Using Brand Equity Theory to Explore TV Audience Lead-in Effects, A Case Study

Walter S. McDowell

52 citations0/0 files storedJournal of Media Economics

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Marketing and Advertising Strategies Media Studies and Communication Media and Digital Communication

Abstract

The business of broadcasting is the selling of audiences to advertisers. In addition to cultivating popular program content, broadcasters know that proper scheduling can also be an important factor in attracting audiences. The implication is that programs acquire audiences by chance as well as by choice. Recognizing the potent influence of lead-in programming on the ratings performance of television programs, the purpose of this study was to explore the plausibility of applying brand equity theory to electronic media and to offer a tentative explanation of the considerable variances found in lead-in effects research studies. Adapting the essential components of an established brand equity model, the researchers propose that program brand equity is revealed in the differential ratings response of a program to its direct competitors and to its lead-in programming. The daily ratings of three 11:00 p.m. newscasts and their respective lead-ins were analyzed using one station as an equity criterion. Several hypotheses were supported within a case study format.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1984Ritualized and Instrumental Television Viewing 1990Double Jeopardy Revisited 2003Creating powerful brands in consumer, service and industrial markets 1988Analysis for Marketing Planning 1991Ratings Analysis: Theory and Practice

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