How should you take TV advertising clutter into account?
The level of TV advertising clutter varies greatly by country, and the amount of clutter affects the ability of ads to cut through. The natural response to clutter is to increase the spend behind your ad, but that money might be wasted if thought is not given to how the spend is phased.
Despite the explosion in multimedia activity, TV is still the main brand-building medium for big advertisers in most markets. But the amount of TV advertising in different markets varies dramatically. Ad clutter is twice as high in the...