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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Wednesday, May 4 • 2:10pm - 2:30pm
Predicting Viewership of Television Drama Series: An Examination of the Marketing Mix Elements

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It is challenging to predict viewership of a television drama series. This study proposes a conceptual framework that integrates the product, promotion, and place aspects of a marketing mix to predict viewership of a television drama series. An empirical analysis of 294 Korean drama series suggests that the promotion and place aspects significantly influence the initial ratings for television drama series. The product aspects that signal quality, features, and benefits come into play in predicting final ratings.

Authors
JC

Jiyoung Cha

San Francisco State University

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avatar for Gillian Doyle

Gillian Doyle

University of Glasgow
Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she directs Glasgow’s MSc in Media Management.   A member of the European Expert Network on Culture and Audiovisual (EENCA), she has... Read More →


Wednesday May 4, 2016 2:10pm - 2:30pm EDT
Costantino A Law School
  Media Discoverability
  • Manuscript # 1060
  • Session # B22