Contextual Relevance in TV Advertising

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PROGRAM INVOLVEMENT

Past research on the impact of program context on advertising effectiveness has focused on program involvement. Findings seem to generally imply that regardless of program type or program mood, the quality of the program will increase program involvement and hence processing of the commercials.

Research on Television

Media Dynamics (2007) provides a nice overview of past research, which shows that people who watched more involving programs had higher recall of the ads shown during those programs:

Series of telephone "near coincidental" surveys of early fringe and primetime viewers (conducted between 1965 and 1990) found that:

  • On average, viewers rating that nights episode as only fair or poor (typically one-sixth of the audience) proved 20% less able than those who liked the program ("favorite/very good") to correctly name the last brand advertised (p. 266).