Previous studies of on-air promotion have produced conflicting results, ranging from findings of high effectiveness for promos in comedies to nearly total ineffectiveness for promos in sporting events. Using videotape of the 1996 Summer Olympics, this study analyzed 183 on-air promos for prime-time shows carried within prime-time coverage of the Olympic Games in Atlanta, Georgia. Along with the impact of lead-ins, results demonstrated that promos within the Olympic broadcasts apparently had a surprisingly large effect on NBC's prime-time ratings, although a welter of other factors probably bolstered the effect. For the first time, and contrary to results for the 1992 Winter and Summer Olympics, the industry assumption that an Olympic Games may be an ideal platform for promoting prime-time programs merited support.
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