New Survey On Ad Recall

In a survey carried out by the Billett Consultancy with Channel 4, it was found that the most direct influence on ad recall comes from the composition order, length and action of the break itself rather than from the programme surrounding the break.

The fewer commercials in a break, the better they are recalled; those in the middle of a short break are more likely to be recalled than those from the middle of a long break.

The most important factor was ‘Share of Break’, where there was a 48% swing in recall between those ads with 20% share and 30%.

ANDY PEARCH, BILLETT CONS. 071 928 6244