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Reconsidering the Presence and Prominence of Sexual Content in Prime-time Network Promos

Reconsidering the Presence and Prominence of Sexual Content in Prime-time Network Promos. Jameson Hayes Tom Reichert Jacqueline Ayrault. Sex in TV Promos. Network promos On-air messages about programs and media services that try to motivate viewers to watch specific programs or channels

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Reconsidering the Presence and Prominence of Sexual Content in Prime-time Network Promos

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  1. 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 • 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 • 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

  7. Findings

  8. Findings

  9. Implications • CW: Targeting Younger Audience • 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

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