Advertising Executive: More than 10 million American households now own digital video recorders which can fast-forward over television commercials; approximately 75% of these households fast-forward over at least one commercial per 30-minute program. Television commercials are now much less cost-effective as they are not as widely watched as they used to be.

Which of the following, if true, strengthens the claim made by the advertising executive?

(A) Product placement within television programs is a viable alternative to traditional television commercials
(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices
(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials
(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.
(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

It's B in my opinion

A- irrelevant
B - compares the two types of viewers. This concluded without doubt that the number of minutes of advertisement collectively watched by the viewers is fewer than it would have been without the existence of the devices. This should be the answer
C - doesn't tell us if these television viewers are common to the 10 million households that own the devices. what if the 10 million households are the new viewers? in that case, inspite of the fact that these new viewers have the devices, the commercials are more widely watched than they were before.
D- irrelevant
E - irrelevant

B for me,



(A) Product placement within television programs is a viable alternative to traditional television commercials

---> irrelevant, it offers a solution, it does not effect the argument.

(B) The television programs preferred by consumers without digital video recorders are similar to those preferred by consumers with the devices

---> lets say, previously 100 households watched a program (with commercials) on TV, now , even if 10 of them watch the program on tape and thus 7,5 of 100 households now fast forward the argument conclusion (in blue) is streightened. Word 'now' in red is important because it justifies word 'less' in the conclusion of the argument.

(C) In the past, television viewers did not switch channels, leave the room, or otherwise avoid watching some commercials

---> so what if they did? the argument is about the effect of video recorders on effectiveness of commercials. Thus C is irrelevant.

(D) The cost-effectiveness of television advertising is based less upon how many people watch a particular commercial and more upon the appropriateness of the demographic.

----> if true D weakens the argument

(E) Due to an imperfect sampling system used to measure the number of viewers, many companies find it difficult to determine the return on investment for television commercials

----> if true E weakens the argument

Bang on the target. OA is 'C'

Advertisement revenue directly comes from the viewership.

Previously the viewers did not (or were not smart enough!!!) to avoid the channels and hence forced to watch all the commercials..
by which viewership increased and hence the ad/marketing revenues. ---MORE COST-EFFECTIVE

Now they can skip the commercials and thus commercials have no value, they doesn't serve their purpose... viewership reduces - Less cost-effective.