다매체 환경에서의 TV 광고 노출 효과 변화 2000년부터 2015년까지의 기간을 중심으로

초록

Purpose of this research is to explore how the change in media environment and following receiver’s altered media contact behavior are influencing TV advertisements’ exposure. More specifically, this study aims to look into how much and under what circumstances the change has occurred in GRP of terrestrial channels, TV programs, and advertisements. For 4 weeks of May in 2000, 2005, 2010, and 2015, TV rating data of male and female between 20 and 39 were analyzed. The dependent variables used were ADRATIO (total advertisement-execution time, pre-program advertisement, and post-program advertisement), GRPs of program and advertisement, PUT, and share. The independent variables adopted were the time slot, program genre, difference in PUT, the size of program share, and so on. Total of 3,984 programs’ TV ratings were examined. As a result, the change in media environment had relatively high influence on TV advertisements’ efficiency. First of all, it was found that the GRPs of TV programs and advertisements, as well as PUT and share had declined noticeably during last 15 years. The difference in TV ratings according to the time slot and program genre has clearly decreased. Also, there was no change in the overall level of ADRATIO which shows the efficiency of advertisement’s TV ratings relative to the program’s TV ratings. However,the pre-program ad revealed decreasing tendency while the post-program ad had an increasing tendency. There was a significant change in ADRATIO due to the moderating variables like time slot and change in PUT. In the morning and day time, there was a big decrease and in the afternoon to night time, there was a big increase. The fact that ADRATIO increased during the time PUT has decreased but decreased during the time PUT has increased was especially noteworthy. Lastly, there was a big change within the recent 5 years of serious mobile age; some examples are the accelerated falling rate of TV ratings, pre-program advertisements’ excessive decrease, and post-program advertisements’ noticeable increase. It is hoped that the main results of this research will shed new light on the influence of change in environment on media efficiency.

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