Contextual Relevance in TV Advertising
Mi hui Pak
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...