Competitive versus Non-competitive Clutter in Television Advertising

Robert J. Kent

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.

Competitive Versus Noncompetitive Clutter in Television Advertising

Robert J. Kent

Advertising researchers have become increasingly concerned about the impact of clutter (ie, the large number of ads shown) in television advertising (cf, Burke and Srull, 1988; Cone, 1988; Foltz, 1990; Keller, 1987, 1991; Kent, 1990; Kent and Machleit, 1992). Consumers are now exposed to a greater number of commercials per unit time of television due to two trends which have occurred simultaneously in recent years. First, television programmers began to air more minutes of advertising per hour of television; this trend is continuing. A recent study sponsored jointly by the...

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