TV Show Advertising Campaign: Perception of a Trailer

Student: Boyko Arina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This study examines the influence of viewing habits and preferences of tv series consumers on their perception of new series trailers. Using the mixed design in this study, at the focus group stage, a number of consumer insights were identified and preliminary hypotheses were formulated based on them. Subsequently, these hypotheses were tested on a wider sample of respondents by questioning. Most of them were disproved, but one of the most important hypotheses was confirmed: people who are negative about spoilers often do not inspect the trailer to the end due to fear of seeing extra details of the plot.

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