Abstract:

By using a mostly forgotten research technique of observation, we were able to obtain, in an unorthodox way, a clear insight into how television, including the use of all new technology, is used during the commercial breaks. We were also able to build in a number of stringent checks on the quality of the data. But more importantly, having gained this insight, the task nature of the research allowed us both to apply the findings to day-to-day buying for the benefit of our clients and to project how the editing freedoms will affect the future.