ANALISIS PENGARUH PROMO SPOT TERHADAP RATING PROGRAM SINETRON (STUDI KASUS PADA STASIUN RCTI)

Abstract

Todays competition in electronic cinema or “Sinetronâ€, has forced every TV station to apply more precision marketing strategy. One common policy is the promo spot to make a TV station gets higher ratings for their programs. Along with this rating, the advertisers will likely spend their advertising budget to the TV station. This study investigates if there is a strong relationship between the promo spot with the acquisition rating for a TV program. The telecast programs which were broadcasted by Rajawali Citra Televisi Indonesia along the periods of January to June 2007 will be used as the base for research’s analysis unit. The result of this study showed that there had been a weak influence between the promo spot and its acquisition rating: 11.4% for January, 1.9% for February, 2.5% for March, 0.3% for April, 3.5% for May and 31.7% for June in the year 2007.

Keywords: promo spot, acquisition rating