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 ...