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)

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TV Commercial Variety vs. Cost of Advertising Part 2

With an understanding of the methodology I would use on the samples in place, I then had to decide from where to take the samples such that it would be unlikely for a confounding variable to affect the percentage of commercials containing celebrity appearances in a way that would prevent the drawing of conclusions from the data.  The most important inclusion would be samples from programs that draw very high ratings and programs that draw low to average ratings.  The most obvious representative of the high ratings group is the most viewed television program in America every year: the Super Bowl.  I also included several games from the NBA Finals, which have significantly lower ratings than the Super Bowl but still have much higher viewership than average television programs.  Those selections were the most readily available for my research because the NBA Finals occur during the summer and the Super Bowl commercials have become a sensation in their own right such that they get posted on the Internet for posterity on web pages titled “All Super Bowl LI Commercials”.

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TV Commercial Variety vs. Cost of Advertising Part 1

Before I began collecting data on the methods that TV commercials use to appeal to viewers, I first had to decide how to categorize the types of consumer appeal such that differences between samples could be easily singled out and identified.  I eventually decided on a modification of the classic ‘logos, pathos, ethos’ categories, which classify persuasive techniques based on their appeal to logic, emotion, and trust respectively.  My initial thinking was to use those categories, and additionally a humor category, and decide which approach was intended by the advertising company to be the strongest; that strategy, however, was far too subjective to be trusted to reveal any significant differences between samples.  Therefore, I decided to modify the categories and create a hierarchy: [Read more…]

Abstract: The Effect of Advertising Cost on the Variability of Appeal to Viewers in TV Commercials

TV commercials are generally considered nuisances at best, yet there are many people who tune in to the Super Bowl every year not for the sport, but for the ads.  As a result, the demand for advertisement space during the Super Bowl is enormous, driving the price of airtime up sharply.  Companies often use this opportunity to reach a large portion of the U.S. population to unveil a new product or ad campaign during their 15 or 30 seconds.  Most of the time, however, commercials are run only during TV shows with similar target audiences to the company buying airtime.  Ads are targeted at middle aged men on daytime ESPN, and at DIYers on HGTV.  This research will attempt to quantify the increase in variety when the price of ad space increases.