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Media tracking company TNS Media Intelligence asserts that the duration of an appearance of a brand within a TV show, is a far more important metric than the number of times an ad is shown. They say: "Given the short length of many Brand Appearances, duration is a more relevant metric than a count of occurrences for quantifying and comparing the gross amount of brand activity that viewers are potentially exposed to in the program versus in the commercial breaks." One huge difference between unscripted and scripted shows was the time the brand was inserted into the show with the unscripted (reality shows) averaging 7:04 per hour while scripted shows only 1:41 an hour. The other significant statistical number was concerning late nigh talk shows as they had brands inserted on an average of 12:17 minutes an hour. The combination of brand insertions and regular commercials was over 35 minutes an hour. Some of us knew that the number was high, we just didn't know how high. We were right: there are more commercials to watch than show. Brand Appearances vs. Advertising: Average Levels Q2 2006 |
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| Source: TNS Media Intelligence 12. Figures include network and local advertisements, station promotions and PSAs. |
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