Promotion's Limited Impact in the 2000 Sydney Olympics  

Oleh:

Eastman, Susan Tyler ; Billings, Andrew C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Television and New Media vol. 5 no. 4 (Nov. 2004), page 339–358.
Topik: marketing; NBC; Olympics; programming; promotion; ratings; salience theory; sports
Fulltext: 339TNVM54.pdf (143.68KB)

Isi artikel

Lower-than-expected ratings made the 2000 Sydney Olympics an unusual promotional platformand led the National Broadcasting Company (NBC) to alter its on-air plans for marketing its fall 2000 prime-time schedule while the event was proceeding. This study assessed the impact of the prime-time promos carried in the 2000 Games on post-Olympics program ratings. A comparison of before-and-after difference scores for each promoted program showed that only one-quarter of its promoted programs rose in the ratings after the event, half stayed flat, and one-third went down, despite NBC's having the top-rated shows at the time. Ten factors were identified that potentially affected the promos' collective impact. From a theoretical perspective, the findings suggested two new variables that might be incorporated in salience theory and from a practical perspective, suggested that NBC's unusual promotional practices led to too little exposure time and repetition for effective promotion.

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