How Clutter Affects Advertising Effectiveness

Peter Hammer, Erica Riebe, and Rachel Kennedy

This paper reports from a range of data sets (including four new ones, described) on how different levels of ad clutter in TV and radio affects how advertising works.

Radio & audio effectiveness
TV & Connected TV effectiveness
Australia
Strategy

How Clutter Affects Advertising Effectiveness

Peter Hammer, Erica Riebe and Rachel KennedyEhrenberg-Bass Institute for Marketing Science

INTRODUCTION

“Clutter” describes the level of advertising and other nonprogramming material within a medium...

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