Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks

Josefa D. Martín-Santana

Universidad de Las Palmas de Gran Canaria

Pedro Reinares-Lara and Eva Reinares-Lara

Universidad Rey Juan Carlos

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