1. 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

2. 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

3. 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

4. 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)

5. 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

6. 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%

7. 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.

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

9. Implications CW: Targeting Younger Audience Research Education
State 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