ABSTRACT
COMMERCIAL television stations are, for the most part, supported through the sale to advertisers of a part of their broadcast sched- ule, primarily in the form of short spots interspersed among the stations’ entertainment programming. As the supply of these spots is fairly constant, the rates that stations charge are quite dependent upon the de- mand for them among advertisers. Since the aim of advertising is to convey a message to an audience effectively, and television is essentially a medium to reach an audience, the demand for advertising on a station will depend on the audience that advertising message reaches.
