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...