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While demographic characteristics of TV viewers are the most practical way for media planners to profile viewers, demographics have not proved to be sufficient to identify TV advertising dislikers.
First, it demonstrates that when demographics are considered together with viewers' reasons for disliking TV advertising, they can be used to identify TV dislikers.
However, when considered together with two types of reasons for disliking TV advertising, income can be used more effectively to identify TV dislikers.
In sum, older people tend to dislike TV advertising more than younger, but the identification of dislikers among older people is not aided by knowing the reasons hypothesized for this dislike.