What is the impact of the commercial break environment on receptivity to my advertising?

This paper assesses the extent to which the effectiveness of television advertising is shaped by the nature of the commercial break itself.

What is the impact of the commercial break environment on receptivity to my advertising?

Andrew Green ZenithOptimedia

Most commercials appear between or among other commercials. In this sense, the 'environment' for television advertising is not just the programme it appears in, but the other commercials that air around it. In recent years, the amount of advertising viewers are exposed to has grown considerably.

In the US, more than a quarter of primetime TV output consists of advertising or promotional messages of some sort. In Europe, the EU Television Directiveof 1989 allows an average 9 minutes per hour...

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