TV programme on national television as media-based physical activity promotion campaign: Preliminary results
ISPAH ePoster Library. Jurakic D. 10/15/18; 225594; 485
Danijel Jurakic
Danijel Jurakic
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Abstract
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Abstract Introduction:<\b>
We created 24-minute educational and fun TV programme oriented toward promotion of physical activity and healthy eating. The programme was broadcasted on Croatian national television once a week from October 2016 to January 2017. Each episode introduced one form of recreational exercise or sport from perspective of exercise beginner, physical activity expert, nutritional expert and personal view of experienced exerciser. The goal of this research was to determine basic audience measurement parameters of above mentioned TV programme. Methods:<\b>
The following parameters were used in analyses: Reach (RCH) which represents the number of viewers who watched at least one minute of TV programme expressed in number and in percentage of whole population; Share percentage (SHR%) defined as percentage of viewers watching the specific programme through all viewers watching television at the time; Adhesion (ADH) which shows audience composition i.e. proportion of viewers in the target group to the number of total viewers in particular variable. Results:<\b>
The average RCH for all 16 episodes was 196.762 viewers which represents 4.81% of whole population and the average SHR% was 4.71%. The RCH varied between 116.479 (2.85%) to 279.869 (6.84%) and SHR% between 2.93% and 7.48%. Most of the TV programme viewers belong to the rural middle class (family type households) (AHD = 35.93%). Conclusion:<\b>
24-minute TV programme dedicated to physical activity promotion showed promising potential for media-based campaign especially among rural middle-class Croatian inhabitants living in family type households.
Abstract Introduction:<\b>
We created 24-minute educational and fun TV programme oriented toward promotion of physical activity and healthy eating. The programme was broadcasted on Croatian national television once a week from October 2016 to January 2017. Each episode introduced one form of recreational exercise or sport from perspective of exercise beginner, physical activity expert, nutritional expert and personal view of experienced exerciser. The goal of this research was to determine basic audience measurement parameters of above mentioned TV programme. Methods:<\b>
The following parameters were used in analyses: Reach (RCH) which represents the number of viewers who watched at least one minute of TV programme expressed in number and in percentage of whole population; Share percentage (SHR%) defined as percentage of viewers watching the specific programme through all viewers watching television at the time; Adhesion (ADH) which shows audience composition i.e. proportion of viewers in the target group to the number of total viewers in particular variable. Results:<\b>
The average RCH for all 16 episodes was 196.762 viewers which represents 4.81% of whole population and the average SHR% was 4.71%. The RCH varied between 116.479 (2.85%) to 279.869 (6.84%) and SHR% between 2.93% and 7.48%. Most of the TV programme viewers belong to the rural middle class (family type households) (AHD = 35.93%). Conclusion:<\b>
24-minute TV programme dedicated to physical activity promotion showed promising potential for media-based campaign especially among rural middle-class Croatian inhabitants living in family type households.
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