New research at NYU Stern shows that commercial interruptions enhance viewers' enjoyment of TV programming
As Hollywood studios enter the nail-biting sweeps season once again, producers are asking what they can do to capture and hold the attention of TV watchers across the country. According to a recent NYU Stern study, commercial breaks can be a key ingredient to enhancing the TV watching experience for certain kinds of programming.
NYU Stern Marketing Professor Tom Meyvis, Doctoral Candidate Jeff Galak and Leif D. Nelson of the Rady School of Management at the University of California, San Diego, demonstrate through six studies that viewers watching a television program with commercial breaks rate the program higher than viewers who watch the same program without commercial interruptions.
They argue:
~Consumer enjoyment of a TV program diminishes over time
~Commercial interruptions can help restore the intensity of consumers’ enjoyment
~These findings hold true regardless of the quality of commercials
To speak with Professor Tom Meyvis or PhD student Jeff Galak about the study, please contact them directly: Tom Meyvis at 212-998-0529, tmeyvis@stern.nyu.edu; Jeff Galak at 212-998-0729, jgalak@stern.nyu.edu; or contact Carolyn Ritter in NYU Stern’s Office of Public Affairs, 212-998-0624, critter@stern.nyu.edu.
Contact:To speak with Professor Nelson, contact Keri Peckham, communications manager at the Rady School, 858-534-0855, kpeckham@ucsd.edu. NYU Stern Professor Tom Meyvis 212-998-0529 tmeyvis@stern.nyu.edu
Contact:PhD Candidate Jeff Galak 212-998-0729 jgalak@stern.nyu.edu?subject=SHOOT Publicity Wire Reader Inquiry">jgalak@stern.nyu.edu
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