The Big Picture for Large-Screen Television Viewing

Abstract

ABSTRACT Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed. Results indicate that larger screens positively impact how advertising and television programming are consumed. Large-screen television viewers were less skeptical of advertising than small-screen viewers; more positive toward advertising; and paid more attention to both commercials and programming. Also, large-screen viewers were more absorbed in television programming—a phenomenon that mediates the impact of screen size on attention, evaluation, and skepticism toward television advertising.

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