GUNINA, Daria, BÍNA, Vladislav, KINCL, Tomáš
Economy and Market Communication Review. 2018. Vol. 8, Iss. 2, p. 188–200. ISSN 2232- 8823.
Publication year: 2018

The purpose of this research is to analyze the scheduling factors and their influence on TV advertising effectiveness. We deployed a quantitative approach based on a complete data set of advertisements aired on Czech TV in 2016 and 2017 for constructing a regression model. In contrast to several previous studies, our findings indicate that most analyzed variables have only a negligible influence (length of the spot, length of the break, number of spots, position in the break, category, a day of the week, week, year, and interaction of week and year) on TV advertising exposure, while only the type of programme, daypart and TV channel show a relevant impact on advertising exposure.