Time is on Our Side. The Link between Viewing Duration and Ad Effectiveness

Jonathan Swallen

This paper examines the efficacy of viewing duration as a measure to value TV programs and audiences.

Time is on Our Side: The Link Between Viewing Duration and Ad Effectiveness

Jonathan Swallen Ogilvy & Mather, USA

INTRODUCTION

The rising cost of television advertising time and the fragmentation of viewing audiences have led marketers and their media agencies to seek better tools and approaches directed at improving the productivity of media budgets.

In recent years, media tools have become more sophisticated and specialized. For example, media mix models are being used to guide decisions about how much to spend on advertising and allocating the budget across a range of media options. These output become the starting point...

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