Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2024-06-01 DOI:10.2501/JAR-2024-008

Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, Johan Bruwer

引用次数: 0

Abstract

Low-clutter radio stations have shorter advertisement breaks to attract listeners, increase advertisement effectiveness, and potentially reduce mechanical advertisement avoidance (i.e. switching 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.

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为何缩短广告休息时间可减少广播广告回避率

低杂音广播电台的广告时段较短，以吸引听众，提高广告效果，并有可能减少机械性广告回避（即转台）。本研究提出了一种双因素理论，解释了为什么机械性广告回避与广告时段中的广告位置和以广告单元计算的广告时段长度呈反 U 型关系。该理论得到了便携式人流计（PPM）收视率数据的支持。机械回避的峰值出现在第四个广告位置，与 PPM 数据中来自同一城市的广播听众感知到的平均广告时段长度相似。这就解释了为什么低杂音广播电台典型的两段广告时间能最大限度地减少机械回避。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

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