Onderzoeksartikel

Publieksreacties op non-spot advertising: invloed van kijkers- en programmakenmerken

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Abstract

This research tackles three questions: (1) what is the size and character of non spot advertising on Dutch TV? (2) What are the responses of the audience to non spot advertising? (3) Which viewer and program characteristics play a role in these reactions? The research consisted of a literature review, a content analysis of TV programs mand a survey among the Dutch population. The research showed that non spot advertising is a frequent phenomenon on Dutch (commercial) TV which was positively evaluated. Beliefs on the informative and entertaining qualities of non spot advertising were important for the evaluation. Too much non spot advertising in a program, or non spot advertising that was perceived as incredible, irritated and contributed to a negative evaluation. Women, young, and lower educated viewers watched more non spot advertising than men, older and higher educated viewers. Non-spot advertising in lifestyle programs was liked most; non-spot advertising in soaps and crimes the least. These differences were caused by differences in the (perceived) entertainment value, information value and irritation evoked by non-spot advertising in these programs.

How to Cite:

Neijens, P. & Smit, E., (2002) “Publieksreacties op non-spot advertising: invloed van kijkers- en programmakenmerken”, Tijdschrift voor Communicatiewetenschap 30(3), 195–211.