Content area
Full Text
Not so fast Further research paints different picture
The popularity of the TV sitcom "Seinfeld" and the imminent end of its run has generated much news and discussion. From a marketing perspective a key question is how the show's current ratings can be leveraged in the future (outside of syndication).
A popular option is spin-off shows based on one or more of the characters from the original. Anecdotal evidence indicates that a show based on the Kramer character is the most-preferred choice.
This may indicate, at first glance, that a show based on Kramer is likely to be the most successfuI.
To investigate this question and to quantify some of the dynamics underlying the show, we conducted a short study. The results show that using analytical methods, we can arrive at conclusions not possible when we just look at percentages.
The telephone survey was conducted with a national random sample of 667 people, of whom 368 (56%) indicated they watched "Seinfeld" at least sometimes. Among these "Seinfeld" watchers, Kramer was by far the most popular character, being chosen as the favorite by 56% of the respondents. Jerry (18%), Elaine (13%) and George (12%) were bunched...