Temporal Aspects of TV Commercials Influence Viewers' Online Evaluations

Linda F. Alwitt, Suzeanne B Benet and Robert E Pitts

Describes a research study into how advertising content is presented in TV commercials. Two hypotheses are investigated: 1) that the time to the initial presence of some component (e.g.

Temporal Aspects of TV Commercials Influence Viewers' Online Evaluations

Linda F Alwitt, Suzeanne B Benet and Robert E Pitts

A key issue in creating broadcast advertising is deciding when components of advertising content should be presented during the time course of the commercial. These 'temporal' aspects of television commercial content include the time to initial occurrence of executional components, such as the brand, and the rate of presentation of that executional component during the course of a commercial. However, neither common wisdom within the advertising industry nor advertising textbooks address the issue: What is the most...

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