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Article Excerpt
The bad news for marketers trying to target a mass market audience is that TV viewers are increasingly hostile towards the volume of ads they are exposed to, according to research by The Billett Consultancy/BMRB, Blinc and Carat UK.
"As the multi-channel TV marketplace has expanded from less than 50 channels in 1998 to in excess of 350 channels today, the amount of ads has also continued to expand. On a typical cable or satellite channel today it's not unusual to experience more than 17 minutes of ads per hour," reveals Mike Smallwood, a consultant at UKTV, which commissioned the research.
Shorter ad breaks and positioning within the ad break can affect recall and awareness of brands advertised, according to the study, which analysed viewer activity during airtime between programmes.
Length of break and positioning
Viewers were shown advert breaks of different lengths. These revealed an increase in recall among those shown the shorter breaks. For example, when viewers...
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