Does Clutter Degrade the Media Environment

This paper analyzes of one aspect of the quality of the television environment - commercial clutter - and its effects on viewers.

Does Clutter Degrade the Media Environment?

Debbie SolomonJ. Walter Thompson, USA.

One of the key issues in media research today is advertising effectiveness. Research has shown that there are many factors in the media environment that impact upon advertising effectiveness. Advertising clutter is one of those factors and it has been growing in a number of countries.

CLUTTER AROUND THE WORLD

The United States

Commercial clutter in the United States reached an all-time high in 1997. According to the American Association of Advertising Agencies Television Monitoring Report, there were over 15 minutes of non-program material in prime time...

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