What is the impact of the television programme environment on receptivity to my advertising?
Andrew GreenZenithOptimedia
Recall of television advertising has been declining over the past few decades. Reasons for this include the substantial rise in the amount of marketing material consumers are exposed to, increased awareness that they are being sold to and new technologies allowing them to avoid watching what they don't want to watch.
As a result, much of the advertising going out over the air is not being consciously attended to by people 'in the room with the set on' – the official definition of...