Statistical Approach to the Difference Between Public and Private Televisions in Prime Time TV Commercials

1. INTRODUCTION The modern company's marketing environment includes various types of public, where the greatest importance is attached to media public. Most often used promotional tool, for the purpose of achieving the greatest possible communication effect, is the mass media advertising as an important marketing channel through which companies can have a direct influence on their own image and sales (Kotler et al., 2006). As media usage increases month over month, marketers have found a way to use the popular television programs for promotion. The TV commercial has become the dominant one-way communication form that surrounds us, in almost every moment of our lives. The aim of this study was to research the contents and characteristics of TV commercials on the Croatian television channels, considering the differences between two television models (public and private) and apply statistical analysis of TV commercials. The original empirics survey research was conducted on the random sample of Croatian TV channels, in order to realize the aims of this study. The results of the research, as well as suggestions how to involve it in the future media researches, are the scientific contribution of this paper.