I think maybe Leonceo's comments give the average television viewer a little too much credit. To say that "true fans could care less what ads are on," misses the point. The truth is, advertisements do affect people, whether the viewer wants to be affected or not, the numbers indicate that eventually ads make an impact, otherwise this medium wouldn't be utilized.
I had a salesman for a local radio station pitch me an ad yesterday claiming that it's better to keep the same ad running over a period of time because after a while the message tends to soak into the mind. You may ignore it the first ten times but after a while it catches on, this is the reality, this is why it's done the way it is.
Additionally, it's not about viewers making the decisions, it's about the networks controlling the messages the viewers receive. They decide what we get to see, they can regulate our exposure to certain social attitudes, this is where propaganda comes in.
Don't be fooled, there's more to watching a football game than just the game itself. Those little breaks in between field goals and kickoffs are packed with influential messages. If you think it doesn't affect you or others, you are kidding yourself. Advertisers wouldn't spend so much money on advertising if they knew we could just tune it out at our discretion.
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