Study Measures Ad Viewership, Campaign Duration Too Long

Perhaps forcing Nielsen to more quickly move its plans to measure commercial rather than programming, The PreTesting Company has is currently conducting a 2,500 Omaha home test of its MediaCheck Project Wannamaker (nice reference to the 50/50 statement), which measures ad viewership rather than program viewership, found most people tire of a campaign’s commercials after just two weeks indicating overexposure and poor creative hurt TV campaigns the most. The study also found that DVR-equipped homes did not skip commercials any more than non-DVR (by changing channel, etc.) homes.

The company has plans to roll out a national, 50,000 home study and is is talks with cable operators to incorporate the measurement technology in set top boxes. Hello? Nielsen? Hello?

Picture of Steve Hall

Steve Hall

RECENT ARTICLES

TRENDING AROUND THE WEB

People who are always either punctual or early to meetings usually display these 7 strengths, according to psychology

People who are always either punctual or early to meetings usually display these 7 strengths, according to psychology

Global English Editing

8 things boomers do in conversation that make younger people instantly tune out

8 things boomers do in conversation that make younger people instantly tune out

Global English Editing

7 signs a person is financially well-off, even if they don’t act rich

7 signs a person is financially well-off, even if they don’t act rich

Global English Editing

10 phrases deeply arrogant people use in everyday conversation, according to psychology

10 phrases deeply arrogant people use in everyday conversation, according to psychology

Global English Editing

If you ever worked at a restaurant at some point in life, psychology says you likely have these 6 strengths

If you ever worked at a restaurant at some point in life, psychology says you likely have these 6 strengths

Global English Editing

People who say “I hate fake people” usually have these 9 toxic traits themselves

People who say “I hate fake people” usually have these 9 toxic traits themselves

Global English Editing