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How "Seriously Short Breaks" keep viewers around to watch the ads
Brian Rock & Virginia Beal
Abstract
New technologies ranging from PVRs to the Internet have made gaining and holding attention during television ad breaks ever more challenging. Other researchers have shown that longer breaks tend to be less effective than shorter ones, so we took this to the logical extreme: how effective would a break consisting of a single ad be? Our research found that a single ad is, indeed, usually more effective than an ad within a longer pod but not necessarily so. The project also gave us some surprising insights into what makes an ad work better in a solus adbreak, and perhaps even more intriguingly when and why some ads are just as effective in traditional pods.
Brian Rock
Network Ten, Australia
Brian's advertising career began in account management with George Patterson in 1984, and later with The Ball WCRS Partnership and Saatchi and Saatchi. In the 1990s he lectured in advertising at RMIT University, and completed a Master of Communications from Monash University. In 2000 Brian joined Mitchell Media Partners as Research Director, and Network Ten as a senior research analyst in 2003. He has co-authored two papers for ARF/ESOMAR WAM Conferences, "Who's Watching My Ads and "Is This Remote Stuck or What?".
Virginia Beal
Network Ten, Australia
Virginia began her career in media research in 2001 at the Ehrenberg-Bass Institute (UniSA), undertaking a Masters of Business by research focusing on television viewing behaviour. While in London she worked with Ehrenberg, Barwise and Collins to update their work on television audiences, co-authoring several reports. After a stint at London Business School Virginia joined New International in Strategic Planning in 2004, Time Magazine EMEA in 2005 before moving to Sydney in 2006 to become Research Department manager at Network TEN.
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