Have you ever watched a TV show or movie online that played the same commercial over and over again? At the end of the show, were you more likely to buy a product from that company or less likely?
My wife and I both enjoy “The Big Bang Theory,” but it airs at the same time as “House MD”. Because of the scheduling conflict, we have to watch it online.
The other night, when she was watching The Big Bang Theory, they were playing a commercial for [INSERT brand here] at every break in the show. Normally, this wouldn’t be a big deal since we are all accustomed to some level of commercial interruptions from regular TV. In this case, the same commercial was played over and over again.
By the end of the show, we were both about ready to scream! Instead of having little to no opinion of the product at the beginning of the show, we were both seriously agitated! I’m not sure that was the impression they were going for.
There is plenty of research to suggest that repetition across different ad channels increases brand recall and brand recognition. However, to completely overexpose a brand in this manner leaves you with a bad taste in your mouth.
I have also seen this practice in action on Hulu and Yahoo Music. Seriously people, can we at least have some variety in ads so when we do visit your site to watch a show, it is so much more pleasant!
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