The argument also assumes that programs resembling popular non-commercial programs will also be popular on commercial television. However, the audiences for the two types of programs differ significantly in their tastes. For example, a symphony series may be popular on public television but not as a prime-time network show, because public-television viewers tend to be more interested than commercial-television viewers in the arts and higher culture. Thus, a popular program in one venue may be decidedly unpopular in the other.
A third assumption is that products become best-sellers as a result of their being advertised on popular programs. While this may be true in some cases, it is equally possible that only companies with products that are already best-sellers can afford the higher ad rates that popular shows demand. Accordingly, a lesser-known product from a company on a smaller budget might be better off running repeated―but less expensive―ads on less popular shows than by running just one or two costly ads on a top-rated show.
In conclusion, the results of the cited study do not support the authors conclusion. To better evaluate the argument, we need to know the intended meaning of the phrase highly-rated. To strengthen the argument, the author must limit his conclusion by acknowledging that popularity in public television might not translate to popularity in commercial television, and that the best advertising strategy for companies with best-selling products may not be feasible for other businesses.
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