Abstract
TV commercials provide viewers with diverse content at low cost and become a major source of revenue for broadcasters. This study examines how advertisers who run TV broadcast advertisements use the general programming channel as an advertisement exposure medium through social network analysis. The results show that the general programming channels are forming a strong connection network and the connectivity centralization is getting bigger. TV Advertisers perceive those channel as a separate group from the other channels. However, JTBC is becoming less similar to other comprehensive channels, and it is found that connection centralization of JTBC and TVN is remarkably strong and it has favorable position in expanding advertisers.
| Translated title of the contribution | Advertising Execution Trend of TV Broadcasting Advertisers Analyzed by Social Networking Technique Focusing on the 4 General Programming Program Providers |
|---|---|
| Original language | Korean |
| Pages (from-to) | 63-89 |
| Number of pages | 27 |
| Journal | 방송통신연구 |
| Issue number | 101 |
| DOIs | |
| State | Published - Jan 2018 |