Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing

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.

Journal of Advertising Research
Swaminathan, Spinivasan; Kent, Robert
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