Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing

This study explores how message delivery may differ for television commercials that appear in various pod positions.

Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing

Srinivasan Swaminathan

Drexel University

Robert Kent

The University of Delaware

Management slant

  • A commercial in the first position may receive more viewers in short, internal ad pods.
  • When internal ad pods are longer, ads in the first and last positions may receive more viewers.
  • The set of advantageous pod positions may vary in pods appearing near the start and end of shows.
  • The final ads of early pods in shows that are more popular than their "lead in" programs may receive ...

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