In the present study (N=37), we assessed attitudes towards a telecast (Big Brother) with indirect (masked affective priming) and direct (semantic differentials) methods. Additionally, participants recorded their TV viewing behaviour for a period of 7 days. Implicit positivity of the telecast (assessed by the affective priming task), explicit positivity (semantic differentials), and minutes per week spent viewing the TV show were all positively correlated. Viewers of the telecast show a positive priming effect for the label of the telecast (thereby indicating a positive implicit attitude towards the show). Implications for the research and the theoretical debate on implicit attitudes are discussed. Copyright © 2003 John Wiley & Sons, Ltd.