Abstract
This article reports on content analysis of evening newscasts from a nationwide sample of commercial television stations in large, medium, and small markets. The study focuses on the frequency of air time consumed by four types of commercial influence (most often involving station advertisers) on ostensibly noncommercial newscast content. Results indicated that newscasts by 90% of the 294 network-affiliated stations studied contained at least 1 instance per newscast of “stealth advertising” (commercial messages outside regular commercial blocks). Small-market stations in the #76-210 rankings by Nielsen Media Research showed the greatest proportion of such materials. This study suggests paths for future research into broadcasting's responses to consumer avoidance of traditional commercials.
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