题目内容
Sports account for a growing amount of income made on the sales of com?mercial time by television companies. Many television companies have used sports to attract viewers from particular sections of the general public,and then they have sold audiences to advertisers.
An attraction of sport programmes for the major US media companies is that events are often held on Saturday and Sunday afternoons―the slowest time periods of the week for general television viewing. Sport events are the most popular weekend programmes,especially among male viewers who may not watch much television at other times during the week. This means the tel?evision networks are able to sell advertising time at relatively high prices dur?ing what normally would be dead time for programming.
Media corporations also use sports to attract commercial sponsors that might take their advertising dollars elsewhere if television stations did not re?port certain sports. The people in the advertising departments of major corpo?rations realize that sports attract male viewers. They also realize that most business travellers are men and that many men make family decisions on the purchases of computers,cars and life insurance.
Golf and tennis are special cases for television programming. These sports attract few viewers,and the ratings(收视率) are unusually low. However,the audience for these sports is attractive to certain advertisers. It is made up of people from the highest income groups in the United States,including many lawyers and business managers. This is why television reporting of golf and tennis is sponsored by companies selling high-priced cars,business and person?al computers,and holiday trips. This is also why the networks continue to carry these programmes regardless of low ratings. Advertisers are willing to pay high fees to reach high-income consumers and those managers who make decisions to buy thousands of "company cars" and computers. With such viewers,these programmes don't need high ratings to stay on the air.
6.Television sport programmes on weekend afternoons .
A.result in more sport events
B.get more viewers to play sports
C.make more people interested in television
D.bring more money to the television networks
7.Why would weekend afternoons become dead time without sport programmes?
A.Because there would be few viewers.
B.Because the advertisers would be off work.
C.Because television programmes would go slowly.
D.Because viewers would pay less for watching television.
8.In many families, men make decisions on ______,
A. holiday trips B. sports viewing
C. television shopping D. expensive purchases
9.The ratings are not important for golf and tennis programmes because .
A.their advertisers are carmakers
B.their viewers are attracted by sports
C.their advertisers target at rich people
D.their viewers can afford expensive cars
10. What is the passage mainly about?
A.Television ratings are determined by male viewers.
B.Rich viewers contribute most to television companies.
C.Sports are gaining importance in advertising on television.
D.Commercial advertisers are the major sponsors of sport events.
6. D细节理解题。由文章的第二段内容可看出在周末下午放体育节目会给电视网赚更多的钱。故选D。
7.A细节理解题。从第二段看出在这个时段看电视的人很少，所以是dead time。故选A。
8.D细节理解题。从第-：:段"…many men make family decisions on the purchases of computers, cars and life in-surance."看出在美国家庭男士在购买贵重物品上做决定。故选D 。
9.C
10. C主旨大意题。文章开篇点题，讲的是通过在星期六和星期日的下午播放一些体育节目来吸引那些高收人的人来看，给电视网带来了极大的效益，说明体育在电视广告中起着很重要的作用。故选C。
