The belief in the potential for direct targeting of television advertising has grown out of five years' experience conducting fourteen Commercial Recognition Studies. In total, one hundred and five housewife- targeted commercials, forty five men-targeted commercials and sixty adult-targeted commercials have been the subject of our investigation.
This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised - as well as other people who saw the advertisement many more times. The levels of exposure needed relate to the total amount of commercial television to which the viewer is exposed.
Conventionally readership data in Great Britain has been collected by personal interview methods using a form of aided recall. In 1973, London Weekend Television Limited commissioned Marplan Limited to carry out a series of diary panel studies in which both readership and television viewing was recorded on a diary by the respondents.
This paper describes the advertising monitoring studies carried out to check the effects of the use of television by insurance companies in the U. K. The changes noted on certain well established advertising evaluation measures are particularly clear in this case because this was, effectively, the first use of the television medium by the category.