RT Journal Article
SR Electronic
T1 Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2024-008
DO 10.2501/JAR-2024-008
A1 Michelon, Aaron
A1 Bellman, Steven
A1 Faulkner, Margaret
A1 Cohen, Justin
A1 Bruwer, Johan
YR 2024
UL http://www.journalofadvertisingresearch.com/content/early/2024/03/26/JAR-2024-008.abstract
AB Low-clutter radio stations have shorter advertisement breaks to attract listeners, increase advertisement effectiveness, and potentially reduce mechanical advertisement avoidance (i.e. swithcing stations). This research introduces a two-factor theory explaining why mechanical advertisement avoidance has an inverse U-shaped relationship with advertisement position in the break, and advertisement break length in advertisement units. The theory was supported by portable people meter (PPM) ratings data. Peak mechanical avoidance occurred at the fourth advertisement position, similar to the average advertisement break length perceived by radio listeners from the same city as the PPM data. This explains why the two-advertisement breaks that are typical for low-clutter radio stations minimize mechanical avoidance.