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TV commercials in United States | ||
TV commercials appear between shows, but also interrupt the shows at intervals. This method of screening commercials is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will (hopefully) watch the commercials while waiting for the next segment of the show. This is a technique of adding suspense, especially if the break occurs at a cliffhanger moment in the show. Entire industries exist that focus solely on the task of keeping the viewing audience interested enough to sit through commercials. The Nielsen ratings system exists as a way for stations to determine how successful their television shows are, so that they can decide what rates to charge advertisers for their commercial airtime. Commercials take airtime away from programs. In the 1960s a typical hour-long American show would run for 51 minutes excluding commercials. Today, a similar program would only be 42 minutes long; a typical 30-minute block of time includes 22 minutes of programming with 6 minutes of national advertising and 2 minutes of local (although some half-hour blocks may have as much as 12 minutes of commercials). In other words, over the course of 10 hours, American viewers will see approximately an hour and a half more commercials than they did in the sixties. Furthermore, if that sixties show is rerun today it may be cut by 9 minutes to make room for the extra commercials. Back in the 1950s and 1960s, the average length of a television commercial was one minute. As the years passed, the average length shrank to 30 seconds (and often 10 seconds, depending on the television station's purchase of ad time). However, today a majority of commercials run in 15-second increments (often known as "hooks"). PopularityIn the Because a single television commercial can be broadcast repeatedly over the course of weeks, months, and even years (the Tootsie Roll company has been airing a famous commercial that asks "How many licks does it take to get to the center of a Tootsie Pop?" for over three decades), television commercial production studios often spend enormous sums of money in the production of one single thirty-second television spot.
This vast expenditure has resulted in a number of high-quality commercials, ones which boast of the best production values, the latest in special effects technology, the most popular personalities, and the best music. A number of television commercials are so elaborately produced that they can be considered miniature thirty-second movies; indeed, many film directors have directed television commercials both as a way to gain exposure and to earn a paycheck. One of film director Ridley Scott's most famous cinematic moments was a television commercial he directed for the Apple Macintosh computer, that aired in 1984. Even though this commercial was aired only once (aside from occasional appearances in television commercial compilation specials), it has become famous and well-known, to the point where it is considered a classic television moment.
Despite the popularity of some commercials, most are considered to be an annoyance for a number of reasons. The main reason may be that the volume of commercials tends to be higher (and in some cases much higher) than that of regular programming. The increasing number of commercials, as well as overplaying of the same commercial, are secondary annoyance factors. A third might be the increasing ability to advertise on television, prompting ad campaigns by everyone from cell-phone companies and fast food restaurants to local businesses and small businesses. The latter two have a smaller budget, so the quality is often lower and contains many advertising clichés. This last factor is fast being mitigated by budget advertising agencies devoted to creating custom commercials for small businesses, such as the popular service Cheap TV Spots.
From a cognitive standpoint, the core reason people find commercials annoying is that the commercial's offer is not of interest at that moment, or the presentation is unclear. A typical viewer has seen enough commercials to anticipate that most commercials will be bothersome, prompting the viewer to be mercilessly selective in their viewing. Conversely, if a commercial strikes a chord with the viewer (such as an ad for debt relief shown to a viewer who has received a late notice in the mail), or has entertainment value beyond the basic message (such as the classic humorous spots for Wendy's "Where's The Beef?" campaign), then viewers tend to stay with the commercial, and look forward to viewing it again. Copyright 2008 - France BtoB from Wikipédia
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