EFFECTS OF TELEVISION NETWORK AFFILIATION CHANGES - A MIAMI CASE-STUDY

This study examined the effects of television network affiliation switches that took place in the Miami market in January, 1989. Results indicate viewer loyalty to local news, especially early local news, although not necessarily to local stations, and probably little to network news. Network affiliation results in primetime audiences significantly larger than those of independent stations. The findings demonstrate that structural variables are stable and predictable indicators of audience behavior. © 1991, Taylor & Francis Group, LLC. All rights reserved.