The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions

Abstract

This study investigated the composite impact of commercial break position and program-generated mood on television advertising effectiveness. A two-way mixed-repeated experiment was conducted with three commercials breaks and two mood conditions (positive and negative). The results indicated that commercial break position effects are more salient in affecting ad performance than mood effects generated by program context. The overall findings suggested that ads placed in the first breaks are more effective than those placed in the later breaks. Interaction effects between break position and context-induced moods were also examined.

KEYWORDS:

• advertising effectiveness
• commercial break position effect
• mood
• promotion

Notes

*: p < .05.

**p < .01.