Limited-interruption commercial breaks in streaming video

  • Beyond :30 Study 85
  • Steve Bellman, Amy Rask & Duane Varan

Abstract

Is limited-interruption advertising too much for streaming video viewers?

Prior research on linear television viewing has documented an empirical pattern that the percentage of ads recalled is higher when there are fewer competing ads (low clutter). Low clutter may be essential for ad-supported free/low-fee streaming video services to attract ad-averse audiences from premium/high-fee ad-free services (e.g., premium Netflix). This research provides evidence confirming the higher effectiveness of low clutter, and about how low clutter (limited interruption) can be implemented.

  • This report’s findings show that limited interruption (fewer than four ads in the break) increases ad effectiveness and reduces ad intrusiveness.
  • These findings are based on a meta-analysis of five different limited-interruption studies, which used multiple methods.
  • Compared with the average 5-6 ad clutter break (21.5%, unaided brand recall), brand recall was 1.9 times higher for two-ad breaks (40%), and 2.3 times higher for one-ad breaks (49%)

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