Journal article
Second-by-Second Analysis of Advertising Exposure in TV Pods The Dynamics of Position, Length, and Timing
Journal of advertising research, v 53(1), pp 91-100
01 Mar 2013
Abstract
This study explores how message delivery may differ for television commercials that appear in various pod positions. Channel changing at the onset of commercials often may lead to higher exposure levels for advertisements in the first pod position. When advertising pods are relatively long, viewers may return within the pod, so commercials in the first and last pod positions may have higher exposure levels than commercials in middle pod positions. The set of advantageous pod positions, however, can differ in commercial breaks that appear near the beginning and end of programs. Ideas for audience measurement, media buying, and advertising creative are developed.
Metrics
Details
- Title
- Second-by-Second Analysis of Advertising Exposure in TV Pods The Dynamics of Position, Length, and Timing
- Creators
- Srinivasan Swaminathan - Drexel UniversityRobert Kent - University of Delaware
- Publication Details
- Journal of advertising research, v 53(1), pp 91-100
- Publisher
- Advertising Research Foundation
- Number of pages
- 10
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000342480300010
- Scopus ID
- 2-s2.0-84875132251
- Other Identifier
- 991019167316904721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Communication