In this essay, former Markle president Lloyd N. Morrisett discussed programming, viewership, ratings, and advertising in network television paying special attention to the work of Television Audience Assessment. Morrisett wrote, “The landmark work of Television Audience Assessment, established and funded by the Markle Foundation, proved conclusively that viewers react in different ways to television programs, and that their likes and dislikes have a direct and measurable impact upon their impressions of commercials.”
