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- W2044701159 abstract "The audience for the Super Bowl is a diverse one, both in terms of demographics and psychographics. Such a diverse captive audience presents an opportunity for the networks and affiliates to showcase the best programming they have to offer. They do this by airing on-air promotions during the telecast. This research analyzes the promotions aired over six years to explore how the different networks and local affiliates present their brands. The most important result, that the significant difference is really between the networks and the affiliates, is interesting given that it undermines the point of branding: differentiation. In an era where networks are faced with more intense competition from other networks and cable television, it is interesting to note that the two do not offer significantly different on-air promos." @default.
- W2044701159 created "2016-06-24" @default.
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- W2044701159 date "2009-06-16" @default.
- W2044701159 modified "2023-09-24" @default.
- W2044701159 title "Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006" @default.
- W2044701159 cites W3004326827 @default.
- W2044701159 doi "https://doi.org/10.1080/10496490802306871" @default.
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