open access
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open access
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ISSN : 1229-8778
The audience of television advertising is determined not only by the audience size of the program in which an ad is inserted, but also by the size of audience flowing in from and out to the neighboring programs. Using the people meter data, this study analyzed how the characteristics of the neighboring programs affected the change of TV advertising audience size. As a result, it was found that the size, the program type, and the number of neighboring programs both within and out of the same channel influenced on the size of advertising audience.