Data Collection, Reduction & Analysis

1. Effects of Commercial Pod Length on Attitudes, Emotional Response and Attention in Radio Listeners Across Two Demographic Age Groups Coy CallisonTodd ChambersTexas Tech University Robert F. PotterYongkuk ChungSungkyoung LeeIndiana University . Ad Clutter has become a huge concernto radio industry Current Study Predictions & Results • 8 songs, 9 30-second commercials • Put together in two different ways: • Clutter—3 ads after songs 2, 5, & 7 • Non-Cluttered—5 songs, 9 ads, 3 songs • Two demographics • 18-24 using Top 40 music • 25-54 using Country music • Data collected at two sites: • IU—Physiology & Self-Report • (n=64, 18-24; n=20, 25-54) • TT—Self-Report Only • (n=176, 18-24; n=37, 25-54) • Shorter, But More Frequent, Pods will Result In: • H1: More Negative Self-Reported Attitudes. • Significant, in opposite direction of prediction. Data Collection, Reduction & Analysis But, almost all academic research focuses on TV stimuli • Shorter, But More Frequent, Pods will Result In: • H2: Increases physiological arousal and irritation • Significant, in opposite direction of prediction. • Webb (1979) • More negative thoughts toward TV commercials when there were more per break • Johnson & Cobb-Walgren (1994) • Great number of TV commercials per break has greater impact on older viewers than younger ones • Mord & Gilson (1985); Zhao (1997) • Increased TV ad clutter led to decreased ad liking At the Physiology site, participants completed protocol individually. Heart rate data were collected using 3 standard sized AG/AGCL electrodes attached to the participant’s forearms. Skin conductance data were collected @ 20Hz 2 electrodes on the participant's non-dominant hand. Physiology data were recorded just prior to each commercial break onset and then for the duration of each break. This Study Explores Radio Clutter’s Impact, making these assumptions about stations. . . • 1. Competitive Pressures Control Clutter as Overall Number • Stations with similar formats will have similar hourly ad totals • Program Directors have autonomy over commercial break placement 3. Two likely options for commercial break placement: • One long break, maximizing uninterrupted songs • Several shorter breaks, fewer sequential ads, more music disruption • Shorter, But More Frequent, Pods will Result In: • H3: Increases cognitive effort as indexed by lower HR • n.s., but in predicted direction early in ad. 11.4 10.8 Conclusions One Long Ad Pod generates more negative attitudes toward stations, but only in older listeners. But physiological results show increased negativity and arousal in response to One Long Ad Pod, regardless of age. There is some indication that listeners may learn that a station plays Short Ad Pods and reacts less negatively as that learning takes place. . . . And these assumptions about listeners: At the Self-Report site data were collected in groups of 5-25 participants. All participants in a single experimental session were exposed to the same manipulation. • 1. They have a limited amount of cognitive capacity 2. They exhibit orienting responses to ad break onsests However • More Frequent Breaks Disturb Listeners • More Negative Attitudes • Greater Autonomic Arousal