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

Yongick Jeong*, Yeuseung Kim, Xinshu ZHAO

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)617-640
Number of pages24
JournalInternational Journal of Advertising
Volume30
Issue number4
DOIs
Publication statusPublished - 2011

Scopus Subject Areas

  • Communication
  • Marketing

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