Competing for consumer memory in television advertising An empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts

Document Type

Article

Publication Date

10-24-2011

Abstract

The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their composite effects on brand memory. The results show that increases in numbers and lengths of other ads and on-air promos negatively affect brand recall and recognition. However, such effect was not found with TV billboards. Theoretical and marketing implications are discussed. © 2011 Advertising Association.

Publication Source (Journal or Book title)

International Journal of Advertising

First Page

617

Last Page

640

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