Impact of Ad Length on Advertisement Viewership

BARC, the broadcast audience research council in India, explores the relationship between ad length and ad viewership using two different approaches.

I. Abstract

This paper explores the relationship between Ad Length and Ad viewership. Two different approaches are followed to identify the relationship between Ad Length and Ad viewership. Other than Ad length, other factors that affect the Ad viewership are:

  • The viewership of the program in which the Ad is aired;
  • The loyalty of the program in which the Ad is aired;
  • The number off Ads in the commercial pod; and
  • The position of the Ad in the commercial pod.

The first approach is to understand the relationship between Ad length and Ad viewership without any other influencing factors. This...

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