Sports account for a growing amount of income made on the sales of commercial time by television companies.Many television companies have used sports to attract viewers from particular sections of the general public, and then they have sold audiences to advertisers.
An attraction of sport programs for the major U. S.media companies is that s are often held on Saturday and Sunday afternoons—the slowest time periods of the week for general television viewing.Sport s are the most popular weekend programs, especially among male viewers who may not watch much television at other times during the week. This means the television networks are able to sell advertising time at relatively high prices during what normally would be dead time for programming.
Media corporations also use sports to attract commercial sponsors that might take their advertising dollars elsewhere if television stations did not report certain sports.The people in the advertising departments of major corporations realize that sports attract made viewers. They also realize that most business travelers are men and that many men make family decisions on the purchases of computers, cars and life insurance.
Golf and tennis are special cases for television programming. These sports attract few viewers, and the ratings(收视率)are unusually low. However, the audience for these sports is attractive to certain advertisers. It is made up of people from the highest income groups in the United States, to certain advertisers. It is made up of people from the highest income groups in the United States, including many lawyers and business managers. This is why television reporting of golf and tennis is sponsored by companies selling high-priced cars, business and personal computer, and holiday trips. This is also why the networks continue to carry these programs regardless of low ratings.Advertisers are willing to pay high fees to reach high-income consumers and those managers who make decisions to buy thousands of “company cars” and computer, with such viewers, these programs don’t need high ratings to stay on the air.
小题1:Television sport programs on weekend afternoons . A．result in more sport B．get more viewers to play sportsC．make more people interested in televisionD．bring more money to the television networks小题2:Why would weekend afternoons become dead time without sport programs?A．Because there would be few viewersB．Because the advertisers would be off workC．Because television programs would go slowlyD．Because viewers would pay less for watching television小题3:In many families, men make decision on. A．holidayB．sports viewingC．television shoppingD．expensive purchases小题4:The ratings are not important for golf and tennis programs because . A．their advertisers are carmakersB．their viewers are attracted by sportsC．their advertisers target at rich peopleD．their viewers can afford expensive cars小题5:What is the passage mainly about?A．Television viewers are determined by male viewersB．Rich viewers contribute most to television companiesC．Sports are gaining importance in advertising on televisionD．Commercial advertisers are the major sponsors of sport