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Television advertising incur huge cost for the advertisers. If it fulfills the objectives of advertisers, it make sense, or else it is a waste of time, money and energy for the advertisers. To make it effective, one has to understand the underlying factors which influence audience to watch television advertisements. Researchers have explored factors which influence audience to watch television advertisements. However, with the change in technology, mediums of advertisements and audience behaviour, it is required to research the factors and their validity in influencing audience behaviour towards watching television advertisements. This write up is just a step towards this direction. This book has immense scope for future research. It can be used by both researchers and practitioners in the areas of marketing in general and television advertisements in particular.