TV Commercial Variety vs. Cost of Advertising Part 3 (Summary)

The data for commercials that employ celebrity appearances are as follows in the format of (celebrity appearance commercials)/(total commercials in sample) = (percentage of commercials that use celebrity appearances)

The Super Bowl: 19/77 = 24.7%
NBA Finals Games 3-5: 65/309 = 21.0%
ESPN at 5:00PM: 83/676 = 12.3%
FOX at 12:00PM: 44/727 = 6.1%
CBS at 9:00PM: 21/580 = 3.6%
HGTV at 2:00PM: 14/617 = 2.3%
Weather Channel at 10:00PM: 8/564 = 1.4%
MSNBC at 9:00AM: 6/500 = 1.2%

The most notable and promising result from the data is the pattern that emerges from the sports programming: as the expected ratings of a program, and with it the cost of advertising, increase, the frequency of celebrity appearances in the advertisements also increases.

On the other hand, I had not expected coming in to this experience for the sample size of 15 hours of programming per category (other than the live sports) to be insufficient for the results to pass scrutiny.  I do not believe that conclusions can be drawn using the four categories with the lowest rate of occurrence because the 2.4% change from CBS to MSNBC could easily be noise in the data rather than signal.

I believe that a study with the aim of isolating the primary variable involved in the changes of types of advertising across television networks would require much more manpower.

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