PROMAX Study: Reality Bites
By Jim Forkan -- Multichannel News, 1/14/2003 9:03:00 AM MT
PROMAX/BDA, the Los Angeles-based global broadcast-marketing, promotion and design association, announced the results of a new consumer-research study Tuesday exploring such topics as channel proliferation and reality programming.
The study was conducted via telephone early this month among 1,000 adults aged 18-plus by Seidmon Associates and Opinion Research Corp., PROMAX CEO Jim Chabin said.
To gauge the importance of promotional spots to viewers, the study asked whether they considered television or Internet promotion more valuable in determining what programs to watch. About 79 percent called TV promotion more valuable, versus 18 percent who put the Web ahead.
When asked, "57 channels and still nothing on?" 57 percent of the sample said they were "more likely to find something they're interested in" than a few years ago, versus 32 percent saying less likely. The rest noticed no difference or had no response.
Turning to the reality trend, the researchers asked viewers what they thought of reality programs in general. About 43 percent put such fare "at the bottom of the heap" in terms of what's worth watching on TV, while 22 percent put such shows "right in the middle." Only 18 percent considered reality shows "at or near the top of the heap."
As for TV stations' promos for their local newscasts, 49 percent of viewers regarded them as "overly sensational," while 45 percent said they're "not overly sensational" and 6 percent said they "don't know."
In another announcement, Chabin said Monday that Andrea Mergentime will head the newly opened PROMAX/BDA New York office as senior vice president of marketing and client relations.
A longtime executive at Lee Hunt Associates, she formerly was director of sales at Meccanica LLC, a New York-based branding and design firm.
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