Competitive Clutter in Network Television Advertising: Current Levels and Advertiser Responses
本文描述了网络电视广告中竞争性杂乱的原因和潜在影响，利用自动广告追踪系统数据分析了当前竞争重叠水平，并为新品牌和成熟品牌提出了应对策略。
Recent findings indicate that competitive messages can reduce the memorability of information from television ads. In this article, the causes and potential effects of competitive clutter are described, and an enhanced analysis of competitive overlap in network television is provided. Data from an automated ad tracking system are used to analyze competitive clutter levels in recent network advertising. Strategic responses to the cluttered and competitive media environment are presented for new and mature brands. These responses involve changes to common ad targeting, creative, media, and research practices.