Summary
Previous research on exposure to TV commercials and recall of the commercials has been done in conditions where viewers did not know the exact duration of commercial breaks. This study is the first to investigate the effects of prompting the remaining duration of embedded commercials in TV programmes on commercial exposure and recall. The study also examined the influence of interactions between the length of the commercial break, the number of advertisements in the break and the type of prompt on commercial exposure. The results show that the use of a prompt influences the effectiveness of the commercials. When viewers knew the exact duration of the commercial break, there were no differences in their commercial exposure irrespective of whether any prompt was used or not. For the same commercial exposure, when compared to not using a prompt, using a prompt giving either the remaining time or the number of remaining advertisements in the form of a duration countdown enhanced viewer commercial memory. These findings provide evidence that prompting the remaining duration during commercial break influences viewer commercial exposure and recall.

Summary
In the digital field, media owners often argue that internet, social media or digital media in general do not get their 'fair share' of the budget. They argue that if the internet represents say 20% of the total media consumption, then it follows that it should receive 20% of the media budget. But this assumes that every consumption minute on every medium is of equal value. Research has shown that the same usage duration will provide different levels of ad impacts for different media thanks to factors such as ad clutter, which means these must be built into media plans.

Summary
The challenge of evaluating advertising effectiveness today has intensified as consumers are more actively multi-tasking on digital devices, exponentially increasing the likelihood of potential lost audiences and ad avoidance. However, these digital devices can now return usage data. These records have been combined by Kantar Media and Millward Brown into two databases to understand the acceptance of an ad and the subsequent audience behaviour when the ad appears. It has been found that position in break, product irrelevance, emotional negativity and media placement are all factors in viewers tuning out of television ads. Understanding the relationship between creative and media can improve ad engagement.

Summary
This paper discusses the relevance of TV advertising in the era of DVRs, including the challenges the channel faces and the ways advertisers can respond. Its main argument is that DVRs have not had the negative impact on TV advertising that some had first predicted. But the paper recommends advertisers to take certain actions in order to adapt to the new TV viewing environment. These include designing ads to work well in a fast-forward environment and selecting media placement relevant to the target audience. The paper also claims that during live viewing, media placement factors (such as program, channel and ad length) have a bigger impact on viewers not watching the ad than the ad creative itself.

Summary
The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their composite effects on brand memory. The results show that increases in numbers and lengths of other ads and on-air promos negatively affect brand recall and recognition. However, such effect was not found with TV billboards. Theoretical and marketing implications are discussed.

Summary
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. More ads on air means reduced ad impact, with Spain an example. Strategies include recognising that it is crucial that creative cuts through, engages viewers, and is memorably branded.

Summary
This brief presentation from the Warc Measuring Advertising Performance conference shows the response on Google Mobile Search and Twitter during the 2010 Super Bowl commercial breaks.

Summary
The Association of National Advertisers has identified four areas of “concern” that, according to organization chief Bob Liodice, “potentially undermine the cost effectiveness and value we expect from our investments in the TV medium.” These concerns are fresh regulation, privacy, network integration fees and new forms of advertising clutter. This piece, from Warc’s coverage of the ANA’s 2011 TV and Everything Video conference, looks in detail at these four areas of concern and why advertisers should be aware of them. It features comment from the ANA’s president/ceo Bob Liodice.

Summary
The extent to which TV ads are watched has long been a topic of debate. Fears over use of DVRs have been partly allayed by research showing that only a quarter of programmes are time-shifted. DVR penetration also varies widely across age and demographic groups - older, less wealthy groups use DVRs less than richer/younger ones. Live TV viewers have also been shown to leave the room almost as much in the four minutes before and after ad breaks as during them. Moreover, users have been shown to absorb ad/brand messages even when fast-forwarding through TV ads.

Summary
This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the effectiveness of advertising at the Super Bowl.