"Does Viewer Discretion Prompt Advertiser Discretion? The Impact of Violence Warnings on the
Television Advertising Market"

James T. Hamilton, Duke University

Abstract: This paper develops theories of broadcaster and advertiser reactions to viewer
discretion warnings and tests these theories with an original dataset of 19,000 commercials from
252 movies on primetime network television broadcast from May, 1995 through February, 1996.
The results indicate that warnings do change both broadcaster and advertiser incentives.
Broadcasters run more network promotions and fewer general product ads on theatrical films
with warnings, consistent with the theory that warnings cause advertiser pullouts that lower
prices. Violent theatrical films with warnings are more likely to have products aimed at younger
consumers, males, and households without children. Products in industries aimed at these
consumers, such as sports and leisure and alcoholic beverages, are more likely to advertise on
movies with warnings. Products from industries where "family brands" are important, such as
food or kitchen products, are less likely to sponsor ads on theatrical films with warnings.
Advertisers also react to warnings on made for television movies, though not as strongly as to
warnings placed on violent theatrical films broadcast on television. The results underscore the
incentives which determine why broadcasters and advertisers support violent programming and
how they react to providing information about television content to viewers. The implications of
these results for the development and implementation of the industry's TV Parental Guidelines
program rating system are also discussed.