Separating TV ads from TV programming. What we can learn about program-integrated advertising from economic theory and research on media use

Christian Steininger; Jens Woelke

doi:10.1515/COMM.2008.028

Article

Separating TV ads from TV programming. What we can learn about program-integrated advertising from economic theory and research on media use

Christian Steininger and Jens Woelke

Published/Copyright: November 20, 2008

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From the journal Volume 33 Issue 4

Abstract

Revenues from television spot-advertising can be viewed as a kind of indirect financing of editorial content. This applies still further to endeavours to incorporate advertising messages into programming. In order to identify problems associated with doing away with the separation principle, it is meaningful to adopt a perspective that brings together theories and findings which are genuinely embedded in economics and communication science. Such a perspective shows that appealing to the self-regulating forces of the market is nonsensical in a sector where market failure is the rule as opposed to the exception. And when it comes to media competence of television viewers, audience research and research on media effects indicates that expectations with respect to the advertising effectiveness of product placement are unlikely to be met.

Keywords:: market; media competence; media effects; embedded advertising; audiovisual media services directive (AVMSD)

Published Online: 2008-11-20

Published in Print: 2008-December

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Articles in the same Issue

https://doi.org/10.1515/COMM.2008.028

Keywords for this article

market; media competence; media effects; embedded advertising; audiovisual media services directive (AVMSD)