Fewer TV Ads Correlates With Program, Commercial Success
- by Wayne Friedman , January 20, 2020
While many factors still contribute to a TV commercial's success, less commercials in a particular pod -- a group of TV spots -- has the highest importance.
According to a new study from Comscore and Syracuse University’s S.I. Newhouse School of Public Communications, the relative importance of the number of …
Wayne, numerous studies going way back in time have shown how important the number of discrete messages in a break can be. Frankly, the data cited in this study seem to greatly understate the case. If conventional verified ad recall and motivation metrics were the basis for evaluation and results were compared for ads in breaks with, say two messages, versus breaks with ten or more messages, I would expect a much greater difference in favor of commercials in the less cluttered breaks. Judging by your explanation, the basis for the determinations seems to have been some variation of set usage or "holding power" analysis, which, in my opinion, is not the same thing as a tightly conducted viewer response study. If I'm wrong in my assumption, I hope that someone will clarify regarding the mnethodology.