Jameson Hayes Tom Reichert Jacqueline Ayrault

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Presentation transcript:

Jameson Hayes Tom Reichert Jacqueline Ayrault Reconsidering the Presence and Prominence of Sexual Content in Prime-time Network Promos Jameson Hayes Tom Reichert Jacqueline Ayrault http://www.youtube.com/watch?v=b03rfXtrwWk&feature=related

Sex in TV Promos Network promos A Controversial Topic On-air messages about programs and media services that try to motivate viewers to watch specific programs or channels $4 billion in 2000 Ratings and promos A Controversial Topic Sex + promotion makes people uncomfortable Family Hour: PTC & Congress (2007) Industry: Appeal to higher motivations

Relevant Literature ABC, NBC, CBS, and Fox. Walker (2000) Two samples of non-sweeps prime-time promos (1994,1998) ABC, NBC, CBS, and Fox. Sexual content: Sexual behavior (21% in 1998) Sexual language (23% in 1998) NBC promos contained highest amount Davies (in press) February sweeps for ABC, NBC, CBS, Fox, UPN and WB Sexual content in 31% of promos (2003) Correlation between sexual content and Nielsen ratings

Sex in TV Promos Relevant work in Mass Comm Dale Kunkel (UCSB/Arizona) and Kaiser-sponsored studies Analyzed sexual content in “programming” Borrowed and adapted his code book Sexual content in commercials Dress/Nudity (e.g., style, amount of clothing) Behavior (individual, interaction) Language/Talk (e.g. text = “sex”, innuendo)

Method Larger study: 3,214 commercials and network promos Monday-Friday primetime during the week of May 21-25, 2007 5 broadcast networks Sample: 825 network promos Variables Presence and Prominence of Sexual Content Sexual Behavior/Talk Week night, hour, network and program genre

Findings Network Presence (%) Primary Theme (%) ABC 22.0 3.6 CBS 9.3 -- NBC 20.1 8.8 Fox 12.1 2.3 CW 48.9 24.5 Overall 21.7% 7.6%

Findings Genre % promos with sex Reality 31.1 Drama 44.8 Local News 2.5 Talk Shows 6.7 Variety Shows -- Sitcoms 7.3 Network spots 2.9 Note: Only genres with N > 30 shown.

Findings Hour % promos with sex 8-9 PM 25.5 9-10 PM 23.5 10-11 PM 16.4

Implications CW: Targeting Younger Audience Research Education State 18-34 demographic Gossip Girl #1 females age 12-17 Using sex, perceptions of normal sexual activity Research Overemphasizing sexual content in promos? Education Gould: Sexuality and ethics of advertising