Descriptions of the Three Studies
| Study | N | Design | Device | Repetition? | Test Advertisements | Content |
|---|---|---|---|---|---|---|
| 1 | 205 53% women, 47% men, ages 19–82 years | Within subject: Normal advertisements (:30) vs. shorter advertisements (:15) and longer advertisements (:60) | Television | No repetition | 9 brands: (9 advertisements: 3 × :15, 3 × :30, 3 × :60) | Each participant saw all 9 test advertisements, but, on a random basis, 3 were normal (:30), 3 were short (:15), and 3 were long (:60). The 9 advertisements appeared in the context of a 1-hour television program (crime, reality, drama, or comedy). The program included 24 advertisements (8 × :60, 8 × :30, 8 × :15) in 5 advertisement breaks. First break (5 advertisements) and last break (4 advertisements) contained filler advertisements; Breaks 2, 3, and 4 (5 advertisements each) showed test advertisements in Positions 2, 3, and 4 (B, C, and D). |
| 2 | 216 54% women, 46% men, ages 18–69 years | Mixed (within and between subject) with 3 groups (television; smartphone + long-form content; smartphone + short-form content) | Television Smartphone | Repetition | 7 brands: (12 advertisements: 2 × :30, 5 × :15, 5 × :07) | Seven within-subject repeated-exposure conditions: • No repeat exposure (:07, :15) • Repeat exposure (:30 + :15, :30 + :07, :15 + :07, :15 + :15, :07 + :07) Long-form content: 1-hour television program (drama) + 12 advertisements (6 breaks × 2 test advertisements/break). Short-form content: 14 short videos (representative of YouTube content) + 12 preroll test advertisements (last 2 short videos without prerolls). |
| 3 | 301 50% women, 50% men, ages 19–79 years | Mixed (within and between subject) with 4 clutter groups | Television | No repetition | 8 brands: (8 × :30, or 8 × :15, or 8 × :07, or 4 × :15 + 4 × :07) | Four between-groups clutter conditions: • Control: 5 normal (:30) advertisements per break in 5 advertisement breaks in a 1-hour program (total advertisements = 25) • High frequency: 10 short (:15) advertisements per break in 5 advertisement breaks (total advertisements = 50) • Very high frequency: 20 very short (:07) advertisements per break in 5 advertisement breaks (total advertisements = 100) • Short advertisements control: 5 advertisements per break in 5 advertisement breaks (total advertisements = 25, 9 × :30 [fillers], 8 × :15 [4 = test], 8 × :07 [4 = test]) Four genres (drama, dramedy, or documentary). Test advertisements in 2nd and 2nd last (B and Y) positions. Last break contained no test advertisements. |
Note: The 9 brands used in Study 1 were Apple, Allstate, Evian, GoDaddy, Levi's, milk, RadioShack, Volvo, and Walmart. In Study 2, dated advertisements for Apple (iPhone) and Walmart were deleted. In Study 3, advertisements for AirBnB and Maytag replaced dated advertisements for RadioShack and Walmart.