ABSTRACT
This study investigated audience attitudes to peak hour
commercials. The objectives of the study were: to find out the level of
exposure of the audience to peak hour commercials, to examine viewers’ extent
of recall of commercials in peak hour programme, to find out viewers’
perception of commercial messages particularly during peak hour programmes and
to find out viewers disposition to commercial messages during peak hour
programmes. Survey research method was used for the study while questionnaire
was the instrument of data collection. The sample size was 405 respondents
while the sampling technique was multi-stage. The sample was drawn from three
states from South East Nigeria namely, Anambra, Abia, and Enugu. The result of
this study revealed that most (68%) of the respondents reported high exposure
to peak hour commercials. The result further showed that 92% reported that they
recall peak hour commercials. However, most (35.5%) of the respondents were
found to have reported low extent of recall of peak hour commercials The result
also revealed that 65% of the perceived peak hour commercials as interruption.
Findings finally revealed that 57.1% reported that they are negatively disposed
to peak hour commercials. The study concludes that respondents perceive peak
hour commercials as interruption. The researcher recommends, among others, that
the broadcast media should minimize the level of peak hour commercial
interruption and the NBC should consider regulating the spate of peak hour
commercial interruptions in Nigeria.
TABLE OF
CONTENTS
Title
page
Table
of contents
Abstract
List
of tables
CHAPTER ONE: INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objectives of Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of Study
1.7 Operational Definition of Terms
References
CHAPTER TWO: LITERATURE REVIEW
2.0 Focus of Review
2.1 The Concept of Audience
2.2 The Concept of Attitude
2.3 The Concept of Peak Hour Commercial
2.4 Review of Empirical Studies
2.5 Theoretical Framework
2.5.1
Psychological Reactance Theory (PRT)
References
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Population of the study
3.3 Sampling size
3.4 Sampling Technique
3.5
Instrument for Data Collection
3.6 Method of administration of instrument
3.7 Validation and Reliability of Research
Instrument
3.8 Method of Data Collection and Analysis
References
CHAPTER FOUR: DATA PRESENTATION AND
ANALYSIS
4.1 Data Presentation
4.2 Discussion of findings
4.3 Summary of Findings
CHAPTER FIVE: SUMMARY CONCLUSION AND
RECOMMENDATION
5.1 Summary
5.2 Conclusion
5.3 Recommendations
Bibliography
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background
of the Study
The
media of mass
communication have a
responsibility in any
society where they
operate.
Neher and Sandain (2007: p.211) assert that people turn to the news media for
the
accurate
reporting of facts so that they can decide what is right and what ought to be
done.
However,
the social responsibility function of the mass media is conflicting with the
desire to
make
money (Udomisor & Akutus, 2013, p.29).
The social responsibility theory
holds that for the press to function as a free enterprise; it must
be
responsible to a society in which it operates and the media are able to raise
issues of public
importance
and interest (Asemah 2011, p.146). The Nigerian media today often times do not
perform
this social duties and important topic of discourse that the media would have
brought as
agenda
are being compromised for money. O’Neill (1999 in Azeez, 2009) paints a vivid
picture of
the
rising cases of commercialization thus;
In today’s growing capitalist
world, economic imperative and profit making underline every activity and all
services; even religious undertaking is not left out in the commoditization of
every single bit of our modern life. Invariably, the noble profession which
ought to serve the primary interest of the public as a watchdog of the
government is not spared from the frenzy world of business world and demands of
our time. This has brought about terrible implications on the quality of
information and public enlightenment we are served by the news organizations…
The assertion above provides an insight on the commonness of commercialization in
contemporary
society and how it has spilled over to the media, thus leading to what is
called news
commercialization. Asemah (2011, p.33) in his opinion said that “there is an increasing
commercialization
of the media in Nigeria, the situation that has brought the integrity of the
mass
media
enterprise to question.” The rate of commercialization in the media is now high
at the
expense
of the objectivity and other ethical values of the media. Johnson (2001, p.2)
asserts that
changes
in journalism practice today.
In the bid to raise money for their
daily operation, the media brought about commercial
break.
Mick (2004, p.15) opines that commercial break is a built-in form of
interruption within or
between
different programmes on the commercial television channels. Most people turn on
the
television
in order to watch the programmes, and not the advertising. When watching alone,
(i.e.,
viewing)
the commercial break or a particular advertisement can be seen as a motivated
act;
people
chose for a reason to watch or not to watch (Scott 1994, p.15).
According to
this proposition, the viewer is not an unwitting recipient of television
advertising,
instead,
the potential audiences for advertising are governed by different motivations
which can
lead to different outcomes in the
media use. This explanation fits into the tenets
of uses and
gratification hypothesis. According to the uses and gratifications
approach, individuals select
media
to accomplish some end (Andersen &Meyer 1988, p.15). What this means, is
that any
interruption
known as peak hour commercial may lead to a reaction from the audience. Pechu,
(2014,
p.6) provides more insight into issue of commercial interruption thus:
While viewers are watching
programmes, it is a common practice that television houses often slot in
commercials which break the continuity of these programmes to the irritation of
viewers. The advertisers often want their commercials to be aired at prime
time, while these viewers want their favourite programmes to be uninterrupted
by commercials. This creates conflicts between the interest of advertisers and
interest of viewers. Television houses do not seem to see anything unusual or
abnormal per se about this situation.
The
submission above provides an understanding of the dilemma media practitioners’
face. Peak
hour
is the block of broadcast programming taking place during the middle of the
evening for
television
programming. The term peak hour is often defined in terms of a fixed time
period-from
7pm
to 10pm or 8pm to 11pm. Peak hour is the day part (a block of a day’s
programming
schedule)
with the most viewers and is generally where television networks and local
stations reap
Mass media audience is often
described as the final destination of the mass media messages (the receiver) in
a sender –message – receiver system (Nightingale, 1984). The media audience
according to Asemah (2011, p.8) is a large, diversified, highly dispersed,
anonymous, heterogeneous and faceless group which can either be classified with
their demographic or psychographic variables. The audience is very central in
the communication process.
The Conference Board of Canada
(2000,p.25) observes that understanding what your audience needs and expects,
and adapting your messages accordingly, greatly enhances your chances of
communicating successfully and that the communication process is the most
complex of human activities, and the audience is central to that process. The
relevance of the assertion of the Conference Board of Canada to this study is
that, it has provided a reason on why the issue of audience attitude to peak
hour commercial should be of interest to researchers.
Attitude is a psychological
disposition towards an issue which either favours or disfavours the issue.
Pechu (2014, p.16) holds that attitude is a formidable factor in any human
communication that define a psychological predisposition that allows a person
to behave in a certain way towards objects, people or actions. Audience
attitude therefore is the disposition of mass media audience. This study thus
investigates audience attitude towards peak hour commercial in south east
Nigeria.
1.2 Statement of the Problem
One of the problems facing
broadcasting today is how to balance social responsibility with income
generation. Relevant and extant documents such as the National Broadcasting
Code (2010) and the Nigerian Union of Journalists Code of Ethics (2013) have
specified that......
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