The anatomy of the ad break

Colin McDonald

Just how important is the length and position of a TV commercial?

The anatomy of the ad break

Just how important is the length and position of a TV commercial?

Colin McDonald

JUST AS COLOUR, SIZE AND PAGE position are thought to assist press ad visibility, the equivalent applies to commercials. What is the 'added value' for a commercial from being longer, first in the break, etc? As with the press, objective evidence is difficult to come by. A major part of the problem is that the only way of comparing commercials is in terms of viewers' ability to recall them, and this is highly influenced for different viewers by the specific...

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