Television: Commercial breaks and clutter

 

This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works. Advertising avoidance is similar

The problem of TV commercials failing to get attention by being lost in clutter is increasing as commercial channels proliferate. This article reviews research evidence about specific positions, such ...

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, this paper takes this prin ...

As if the break-neck growth of Russian TV advertising, and the dominance of sales houses were not enough to cope with, a new law limiting commercial minutage to 15% per hour in 2008 has just been pass ...

Stephen White, chairman of EMM International, and media consultant Charles Dawson explore the rising tide of media clutter on TV stations in Europe. They show that in many countries advertising can ac ...

Discusses trends in broadcast media. Take-up of emerging media (mobile, internet etc.) will be largely driven by perception of the clutter problem in TV. Interest in `engagement' and how media work to ...

A discussion with Joseph Jaffe, author of `Life after the 30-Second Spot'. The 30-second spot is a metaphor for traditional mass-marketing, which assumes a simple relationship between exposure and re ...

The author addresses the problem of establishing customer relationships in the Age of Noise - the most information and clutter-rich era in the history of civilisation. He argues that creating a 'high ...

The author reports on an ANA/AAAA report on increasing Television 'clutter'. He tells of a case where ads and non-program content have been cut, resulting in improving TV audience figures.

This articles argues that, in a professions that is all about accurate measurement, nobody seems concerned about the use of clutter reels for pre-testing. The arguments in favour of clutter reels cent ...

The on-air marketing communications of UK television have developed significantly over the past decade. Yet despite their salience and their increasing strategic importance to broadcasters, the topic ...

This paper analyzes of one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a neg ...

Argues that using a combination of media is the answer to the increasing problems with TV alone (clutter, zapping and brand confusion). TV loss through zapping, especially among the young, is document ...

This study - comprising a postal survey among 946 Americans - considers consumer perceptions of advertising clutter. It examines clutter in television, radio, magazines, newspapers, Yellow Pages, and ...

This paper discusses TV advertisement positioning in breaks or pods. The effects of positioning are defined in terms of 'clutter' and 'serial order'. The author first reviews how researchers and pra ...

This article establishes the level of television advertising clutter in Europe’s main media markets, reviews evidence of channel switching in the UK and US and discusses the effect of the number of co ...

Recent findings indicate that competitive messages can reduce the memorability of information from television ads. In this article, the causes and potential effects of competitive clutter are describe ...

Few studies have specifically addressed information processing by older consumers. Yet, the growth of the elderly as a consumer group makes this an issue of vital importance to marketers and advertis ...

It is believed that there is increasing clutter of TV commercials, and that competitive clutter (where competing brands are shown together) is more damaging than non-competitive clutter. Previous rese ...

Discusses the current state of cable and VCR penetration in the US. Considers the accuracy of previous predictions, and develops new predictions, in terms of penetration, advertising revenues, and the ...

In Italy, the television spot market has become grossly overcrowded, and increasingly brands have to shout very loudly to be heard at all. This excessive clutter alters the way one looks at frequency ...