Will high-rating TV programmes deliver more advertising impact than low-rating ones?

This paper discusses the issue of whether advertising during a television programme that attracts high ratings will be more effective than one which achieves low ratings.

Will high-rating TV programmes deliver more advertising impact than low-rating ones?

Andrew Green ZenithOptimedia

Back in 1980, when the UK had just a single commercial channel, most of Europe's commercial TV industries were tightly regulated and even US...