How Much Is Too Much? The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast

This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl. The findings indicate that brands advertised more in the first half and brands that appeared in both halves but shown more in one half than the other were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those evenly shown in both halves. The results support theories of repetition and primacy effects.

Journal of Advertising Research
Jeong, Yongick; Tran, Hai; Zhao, Xinshu
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