Before the 2003 Super Bowl, ABC predicted that 22% of the Super Bowl audience would
express an interest in seeing one of its forthcoming new television shows, including 8 Simple
Rules, Are You Hot?, and Dragnet. ABC ran commercials for these television shows
during the Super Bowl. The day after the Super Bowl, Intermediate Advertising Group of
New York sampled 1532 viewers who saw the commercials and found that 414 said that
they would watch one of the ABC advertised television shows (The Wall Street Journal,
January 30, 2003).
a. What is the point estimate of the proportion of the audience that said they would watch
the television shows after seeing the television commercials?
b. At a .05, determine whether the intent to watch the ABC television shows significantly
increased after seeing the television commercials. Formulate the appropriate
hypotheses, compute the p-value, and state your conclusion.
c. Why are such studies valuable to companies and advertising firms?