Underbart är kort?
En utvärdering av reklam- och upplevelseeffektivitet vid reducerad reklamtäthet i TV
The high and seemingly increasing degree of consumer avoidance and disliking of television advertising breaks should raise many questions for commercially financed television networks as it can be argued that benefits sought by both viewers [seeking a fulfilling viewing experience] and advertisers [seeking advertising effectiveness] are eroded by this effect. This thesis studies effects on advertising effectiveness [RecallBRAND; AttitudeBRAND; AttitudeAD] as well as on the viewing experience [SatisfactionPROGRAM/CHANNEL; Attitude PROGRAM/CHANNEL; IntentionPROGRAM/CHANNEL] given a reduced degree of advertising clutter. By conducting an experiment two breaks are compared, one having the standard primetime nonprogram time units (5 min and 30 sec *3?16minutes/hour) and the other the standard nonprogram content cut in half (2.45 min *3 ?8min /hour).Results show that the reduced breaks award advertisers with higher commercial effectiveness. Measures of RecallBRAND demonstrates no differences between the standard and the reduced break, implying a significantly increased likelihood to be recalled and an equivalently lowered risk to be forgotten in the reduced break. Furthermore, and perhaps more interestingly, AttitudeBRAND as well AttitudeAD are significantly enhanced in the reduced break compared to the one with the standard clutter content. However, no similar results were found regarding the proposed assessment of the viewing experience.The results may and should be interpreted as indicative of the pressing need to reassess the predictable, avoided and disliked bulky advertising breaks of today. As benefits sought by advertisers are enhanced it is argued that the network should be able to finance fewer advertising time units by an increased value/time unit in terms of advertising effects.