Is Less the Merrier for Ad Exposure and Audience Attention? A Media Measurement Case Study

Abstract:

Advertisement-supported media models are built upon an implicit agreement that media publishers make with their audience: the price of free or subsidized content is the audience’s attention to advertisements. A key component in the evaluation of an advertiser’s return on investment is whether an advertisement held the audience’s attention well enough to generate a conversion (e.g., a sale, website/store visit, newsletter sign-up). In our modern era of near-constant access to information, arguably one of the greatest threats to audience attention is information overload. This threat is likely to increase in severity as ad content increases in quantity. Recent research by Abcarian and Rao (in progress) has demonstrated an increase in the number of ad spots generated by media companies over time. How do audiences react to increased ad exposure? Is there an optimal ad duration that elicits higher levels of audience attention? This study seeks to answer these questions. This study adds to the growing body of research on audience attention in the context of ad exposure measurement. Preliminary results indicate that shorter-duration ads (15 seconds) are more effective in garnering audience attention than ads of longer duration (30+ seconds). Our paper includes a more extensive discussion of our findings along with recommendations for future research.

Recommended Citation:

Nandi, S., Craft, M., & Rao, K. (2023). Is Less the Merrier for Ad Exposure and Audience Attention? A Media Measurement Case Study. American Association for Public Opinion Research, Philadelphia, PA.

Attached Documents/Links:

  • AAPOR 2023 Program
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