TITLE

TV Clutter: Who has the most, who's hurt the worst

AUTHOR(S)
Mandese, Joe
PUB. DATE
May 1992
SOURCE
Advertising Age;5/4/1992, Vol. 63 Issue 18, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses studies from Drexel University suggesting that the television commercial clutter may be damaging in U.S. network prime time. The competitive clutter is concentrated in prime-time network TV. The study also found that exposing a viewer to only two spots for competing brands resulted in more than a 25 percent reduction in brand name and claim recall.
ACCESSION #
9205182842

 

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