This paper explores the relationship between Ad Length and Ad viewership. Two different approaches are followed to identify the relationship between Ad Length and Ad viewership. Other than Ad length, other factors that affect the Ad viewership are:
- The viewership of the program in which the Ad is aired;
- The loyalty of the program in which the Ad is aired;
- The number off Ads in the commercial pod; and
- The position of the Ad in the commercial pod.
The first approach is to understand the relationship between Ad length and Ad viewership without any other influencing factors. This minimizes any confounding effect of other variables and brings out the singular relationship between Ad length and Ad viewership. Keeping all other variables constant, Ad length is shown to have an impact on Ad viewership.
The second approach builds a comprehensive model in order to explain Ad viewership using influencing factors that could impact the viewership . This is accomplished through a step wise ordinary least square (OLS) regression to build the model. Program Ratings are the most important variable for explaining variations in ratings of an Ad. Other variables impacting Ad viewership are Program Loyalty, Count of Ads in a commercial pod and Ad Position within a commercial pod. Program loyalty is next most important factor in determining Ad viewership. Adding interaction between Program ratings and Program Loyalty as an additional variable has improved the explanatory power of the model.