The Impact of Ad Repetition on Viewer Attention in Connected and Linear Television
研究了广告重复播放对联网电视和线性电视观众注意力的不同影响，发现联网电视上观众注意力更低且随重复下降更快，重复间隔越短注意力衰减越明显。
This research examines the impact of ad repetition on viewers’ attention in Connected TV (CTV) versus Linear TV (LTV). Using a rich panel dataset from TVision Insights, which tracks second-by-second ad attention for over 1,000 viewers, we find that viewers pay less attention to ads on CTV, with attention declining more sharply with each repetition compared to LTV. When ads are repeated within shorter time spans (e.g., days or hours), attention decay intensifies noticeably for both CTV and LTV, though the effect is steeper in CTV.