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

Mandese, Joe
May 1992
Advertising Age;5/4/1992, Vol. 63 Issue 18, p18
Trade Publication
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.


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