What is the impact of the television programme environment on receptivity to my advertising?

Andrew Green

This paper looks at the question of whether advertising during a television programme that commands a high level of viewer attention is more effective than when the same ad is screened during a programme where viewers feel less involved.

What is the impact of the television programme environment on receptivity to my advertising?

Andrew GreenZenithOptimedia

Recall of television advertising has been declining over the past few decades. Reasons for this include the substantial rise in the amount of marketing material consumers are exposed to, increased awareness that they are being sold to and new technologies allowing them to avoid watching what they don't want to watch.

As a result, much of the advertising going out over the air is not being consciously attended to by people 'in the room with the set on' – the official definition of...

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