Abstract
With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among younger (18-34) and older (35+) consumers with different connectedness levels. We discuss implications for television networks and subscription-video-on-demand (SVOD, streaming) providers that seek to enhance revenue with advertising-supported content on their platforms.
Copyright
This work is archived and distributed under the repository's standard copyright and reuse license, available here. Under this license, end-users may copy, store, and distribute this work without restriction. For questions related to additional reuse of this work, please contact the copyright owner.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
DOI
10.20429/jamt.2023.100103
Publication Date
3-2023
Recommended Citation
Kaltcheva, V. D., Patino, A., and Pitta, D. (2023). How likely are viewers to watch television commercials: A connectedness perspective. Journal of Applied Marketing Theory, 10(1), 20-32. ISSN: 2151-3236.
Supplemental DOI list