PT - JOURNAL ARTICLE AU - Jean Brechman AU - Steven Bellman AU - Jennifer A. Robinson AU - Amy Rask AU - Duane Varan TI - Limited-Interruption Advertising In Digital-Video Content AID - 10.2501/JAR-2016-001 DP - 2016 Sep 01 TA - Journal of Advertising Research PG - 289--298 VI - 56 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/56/3/289.short 4100 - http://www.journalofadvertisingresearch.com/content/56/3/289.full SO - J Advert Res2016 Sep 01; 56 AB - Digital video is growing rapidly, offering new opportunities and formats for television advertising. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break during a video features just one commercial. Advertisers can pay a premium to repeat the same advertisement in each limited-interruption break. This study provides empirical guidance to advertisers by quantifying the positive and negative effects of repeated limited interruption.