"We’ll be right back. Honest": how “Seriously Short Breaks” keep viewers around to watch the ads

Holding attention during television ad breaks is becoming increasingly challenging. Based on research showing that longer breaks tend to be less effective than shorter ones, this paper takes this principle to the next level: how effective would a break consisting of a single ad be? The results are discussed, noting which ads work best in a solus environment and which don't, and key elements which contribute to advertising effectiveness in a solus ad break are identified.

“We'll be right back. Honest”: how “Seriously Short Breaks” keep viewers around to watch the ads

Brian Rock and Virginia BealNetwork Ten, Australia

THE PROBLEM: CONSUMERS DON'T LIKE ADS. AMAZING.

I doubt whether anyone will be surprised...

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