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ERIC Number: ED310430
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 32
Abstractor: N/A
Reference Count: N/A
The Adoption of Program Length Commercials by Commercial Television Stations Nationwide: Do Market Concentration and Profitability Have an Effect?
Wicks, Jan LeBlanc
A mail survey of commercial television stations nationwide was conducted to determine if stations as a whole are accepting program length commercials (whose airing was deregulated by the Federal Communications Commission (FCC) in 1984). Sales managers at 482 of 769 commercial television stations responded to the questionnaire. Results indicated that (1) program length commercials have been widely adopted by commercial television stations nationwide; (2) broadcasters as a whole appear to be concerned with avoiding over-commercialization; although (3) less profitable stations and stations in less concentrated markets are less concerned with past FCC expectations. (Seventy-five notes and seven tables of data are included.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A