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Fernsehwerbung im Programmkontext: Psychologische Modelle und empirische Befunde

  • Axel Mattenklott

Zusammenfassung

Bei RTL kostete ein 30-Sekunden-Spot in der Sendung „Schreinemakers TV“ an einem Donnerstag im Januar 1997 in der Zeit zwischen 21.15 und 21.45 Uhr im Mittel DM 66.000,-. Dieser und andere Preise für Einblendungen von Werbespots in Fernsehprogrammen richten sich zur Zeit grob danach, wieviele Zuschauer bestimmte Programme sehen. Tageszeiten, jahreszeitliche Verläufe, geschätzte Attraktivitäten der Fernsehprogramme und Alterskategorien der Zuschauer differenzieren die Preise. Dieser Art Kalkulation liegt die Annahme zugrunde, daß Werbespots um so wirksamer sind, je besser die Programme gefallen, in denen sie gezeigt werden. Und der naheliegende Indikator für Gefallen eines Programms ist seine Reichweite, also die Anzahl der Zuschauer, die es eingeschaltet haben.

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Copyright information

© Westdeutscher Verlag GmbH, Opladen/Wiesbaden 1998

Authors and Affiliations

  • Axel Mattenklott

There are no affiliations available

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