Network Affiliates Research Articles

Weighted Content Analysis of Political Advertisements

This article proposes weighted content analysis as a methodological extension of traditional (unweighted) content analysis of political advertising. Weighted content analysis distinguishes between political ads that were produced but not aired and ads that actually aired in a particular media market. To illustrate the advantages of weighted content analysis, this article examines the 1996 presidential campaign in Columbus, Ohio. The tone of 132 presidential campaign ads produced by both candidates is compared with the tone of the 2,522 ads that aired on the three major network affiliates in Columbus. The price of the ad buy is used as an alternative weight that takes into account audience size and thus allows a further distinction between aired and watched ads. Both weighting procedures show that Republican advertising in 1996 in Columbus was more negative than Democratic advertising during the fall campaign, a result that remains undetected by unweighted content analysis. The article concludes by describing three different ways to obtain weighting data: political files kept by television stations and cable providers, commercial tracking data, and internal campaign records.

Advertised foods on children's television.

To assess the quantity and nutritional value of foods advertised on children's television following new regulations and an expanded number of networks. Children's television hours were surveyed (with use of a method modeled on previously published studies, for purposes of comparison). Seven local network affiliates; all but one are broadcast nationally. Children viewed an average of 21.3 commercials per hour, each lasting an average of 28.6 seconds. Food advertisements accounted for 47.8% of these commercials. Ninety-one percent of advertised foods are high in fat, sugar, and/or salt. Compared with data collected before new regulations and networks, children now watch more numerous but shorter commercials. Cereals and sweet snacks are advertised proportionately less. Processed foods, canned and prepared foods, and dairy products are more frequently advertised. The proportion of foods high in fat, salt, and sugar has not changed. Commercials advertising unhealthy foods account for a large portion of children's televised viewing time. Current regulations and the incursion of cable networks into the children's television market have not meaningfully impacted the nature or number of food advertisements.

A Case for Graduate Programs for Television News Directors

From a pragmatic viewpoint, colleges and universities offer degrees because of a perceived market of students with different needs to enroll in their programs. When enrollment declines the business of higher education may employ the same response other enterprises rely upon in times of decline. Staffs and product lines may be reduced, and resources may be redirected to those areas where consumer demand remains or is increasing. In other words, while the lofty ideals remain, higher education in America is fundamentally a business which depends upon customers.In the graduate arena, mid-career professionals can provide an important customer base when academic offerings are tailored to the specific needs and scheduling concerns of those professionals. The success of the executive MBA concept, in developing a niche market nationwide, is evidence that customers respond when institutions tailor their programs to fit the needs of mid-career professionals. By 1991, following a four year surge of 27 percent in admissions, over 9,000 managers were participating in 102 executive MBA programs which typically enroll full-time managers with 10 years or more of business experience, offering them the best professors and an enriched curriculum (Ezell, 1991). Typically, executive MBA programs are conducted in concentrated weekends of classes. The practitioner needs orientation of the executive MBA concept is a model for masters degree programs in journalism and mass communication. Particularly in large metropolitan markets substantial numbers of potential masters degree customers are working in media industries.One segment of journalism practitioners recently investigated, television news directors of the traditional network affiliates, ABC, CBS, and NBC, provides a study in wants and needs which specifically tailored journalism and mass communication graduate education could readily address. Journalism education would benefit in two fundamental ways by aggressively embracing mid-career practitioners. First, the ties between those embattled in the media wars of the marketplace and those within the journalism schools would be reinforced. Second, it is the socially responsible thing to do; to provide continuing intellectual support, encouragement, and personal development vehicles to those engaged in the daily exercise of media message making.TV NEWS DIRECTORS' WORLDThe world of the network affiliate television news directors is one of intense pressure (Flander, 1986) which results in substantial turnover (Stone, V.,1987,1992). The demands of the job include managing budgetary issues, implementing market research, selecting and motivating staffs in high stress environments, supervising newscast content, and engaging in strategic thinking for a dynamically changing industry (Flander, 1986). As Powers (1991) has underscored, their job includes responsibility for budgeting, hiring, firing, departmental organization, product supervision, leadership, and interface with senior management. Already stressful environments have become more so because of the mounting pressures on newsroom managers to cut costs and maximize productivity (Kwitny, 1990).Network affiliate news directors are faced with trying to hold their audience share against increasing competition in the midst of continuing pressure to trim budgets due to declining station revenues which have focused owners and managers on the financial bottom-line (Stone, E., 1987; The business, 1986). Since the 1970s station managers have placed great importance on the ability of newscasts to generate viewers. News is a profit center in most television stations (Stone, V., 1990, p. 16). Throughout the decade of the 1980s, a climate of extraordinary change fostered major shifts in federal regulation of the television industry, audience trends, station financing, and ownership of both the traditional networks and their local station affiliates, which has been well documented (Auletta, 1991; Bates, 1988; Bettelheim, 1992; Blumler & Spicer, 1990; Changing hands, 1985; FCC grilled, 1987; Mermigas, 1991; Rattner, 1986; Staff, 1988; Tyrer & Granger, 1990; Zoglin, 19901. …

Gender in Canadian local television news: Anchors and reporters

This study examined local television news reporting on publicly owned and operated (CBC) stations and private network (CTV and TVA) affiliated stations in the same community. Has government policy had any effect on the ratio of males and females appearing in local television news anchor and reporter roles, the placement and length of these appearances, and the type of stories assigned? Dramatic differences were found in the number and use of women as anchors on public and private network affiliates, suggesting that government commitment to gender equality does make a difference. That breakthrough, however, was not duplicated with respect to reporters.

Correlating lead‐in show ratings with local television news ratings

Local programmers believe in the importance of lead‐in ratings for local, late evening news. Researchers studying audience duplication have found support for inheritance effects and channel loyalty, while some surveys have identified a loyal news viewership. This study examined the relationship between the lead‐in show ratings and news ratings for three network affiliates in a major market over a two‐year period. Correlations were moderate to high.

Public Interest Programming by Commercial Network Affiliates

Public Interest Programming by Commercial Network Affiliates