Data Collection, Reduction & Analysis
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Data Collection, Reduction & Analysis Ad Clutter has become a huge concern to radio industry But, almost all academic research focuses on TV stimuli Effects of Commercial Pod Length on Attitudes, Emotional Response and Attention in Radio Listeners Across Two Demographic Age Groups . Robert F. Potter Yongkuk Chung Sungkyoung Lee Indiana University Coy Callison Todd Chambers Texas Tech University Current Study 1. Competitive Pressures Control Clutter as Overall Number • Stations with similar formats will have similar hourly ad totals 2. Program Directors have autonomy over commercial break placement 3. Two likely options for commercial break placement: • One long break, maximizing uninterrupted songs • Several shorter breaks, fewer sequential ads, more music disruption •8 songs, 9 30-second commercials •Put together in two different ways: •Clutter—3 ads after songs 2, 5, & 7 •Non-Cluttered—5 songs, 9 ads, 3 songs •Two demographics •18-24 using Top 40 music •25-54 using Country music •Data collected at two sites: •IU—Physiology & Self-Report •(n=64, 18-24; n=20, 25-54) •TT—Self-Report Only •(n=176, 18-24; n=37, 25-54) Shorter, But More Frequent, Pods will Result In: H1: More Negative Self-Reported Attitudes. Significant, in opposite direction of prediction. Shorter, But More Frequent, Pods will Result In: H2: Increases physiological arousal and irritation Significant, in opposite direction of prediction. Conclusions One Long Ad Pod generates more negative attitudes toward stations, but only in older listeners. But physiological results show increased negativity and arousal in response to One Long Ad Pod, regardless of age. There is some indication that listeners may learn that a station plays Short Ad Pods and reacts less negatively as that learning takes place. At the Physiology site, participants completed protocol individually. Heart rate data were collected using 3 standard sized AG/AGCL electrodes attached to the participant’s forearms. Skin conductance data were collected @ 20Hz 2 electrodes on the participant's non-dominant hand. Physiology data were recorded just prior to each commercial break onset and then for the duration of each break. Webb (1979) More negative thoughts toward TV commercials when there were more per break Johnson & Cobb-Walgren (1994) Great number of TV commercials per break has greater impact on older viewers than younger ones Mord & Gilson (1985); Zhao (1997) Increased TV ad clutter led to decreased ad liking This Study Explores Radio Clutter’s Impact, making these assumptions about stations. . . . . . And these assumptions about listeners: 1. They have a limited amount of cognitive capacity 2. They exhibit orienting responses to ad break onsests 11. 4 10. 8 At the Self-Report site data were collected in groups of 5-25 participants. All participants in a single experimental session were exposed to the same manipulation. "T he A m o unt o f A ds was Excessive" 3.135 3.735 1 2 3 4 5 6 7 C lutter(3 pods) G roup (1pod) Predictions & Results "The Am ountofAds w as Excessive" 1 2 3 4 5 6 7 C lutter(3 pods) G roup (1pod) P o d C o nditio n 18-24 25-54 Skin conductance change scores overtim e -0.3 -0.25 -0.2 -0.15 -0.1 -0.05 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 T im e in S econds 3-pods 1-pod C o rrugato r E M G C hange S co res -0.359 -0.021 -0.4 -0.35 -0.3 -0.25 -0.2 -0.15 -0.1 -0.05 0 C lutter(3 pods) G roup (1pod) Shorter, But More Frequent, Pods will Result In: H3: Increases cognitive effort as indexed by lower HR n.s., but in predicted direction early in ad. N um ber o f C om m ercialB reaks X T im e o n H eart R ate Levels -1.8 -1.6 -1.4 -1.2 -1 -0.8 -0.6 -0.4 -0.2 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 T im e (seco nds) 3-pods 1-pod
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Effects of Commercial Pod Length on Attitudes, Emotional Response and Attention in Radio Listeners Across Two Demographic Age Groups. Coy Callison Todd Chambers Texas Tech University. Robert F. Potter Yongkuk Chung Sungkyoung Lee Indiana University. - PowerPoint PPT Presentation
Transcript of Data Collection, Reduction & Analysis
Data Collection, Reduction & Analysis
Ad Clutter has become a huge concern to radio industry
But, almost all academic research focuses on TV stimuli
Effects of Commercial Pod Length on Attitudes, Emotional Response and Attention in Radio Listeners
Across Two Demographic Age Groups
.
Robert F. PotterYongkuk ChungSungkyoung Lee
Indiana University
Coy CallisonTodd Chambers
Texas Tech University
Current Study
1. Competitive Pressures Control Clutter as Overall Number• Stations with similar formats will have similar hourly ad totals
2. Program Directors have autonomy over commercial break placement
3. Two likely options for commercial break placement:• One long break, maximizing uninterrupted songs• Several shorter breaks, fewer sequential ads, more music disruption
•8 songs, 9 30-second commercials•Put together in two different ways:•Clutter—3 ads after songs 2, 5, & 7•Non-Cluttered—5 songs, 9 ads, 3 songs
•Two demographics•18-24 using Top 40 music•25-54 using Country music
•Data collected at two sites:•IU—Physiology & Self-Report
•(n=64, 18-24; n=20, 25-54)
•TT—Self-Report Only•(n=176, 18-24; n=37, 25-54)
Shorter, But More Frequent, Pods will Result In:H1: More Negative Self-Reported Attitudes.
Significant, in opposite direction of prediction.
Shorter, But More Frequent, Pods will Result In:H2: Increases physiological arousal and irritation Significant, in opposite direction of prediction.
ConclusionsOne Long Ad Pod generates more negative attitudes toward stations, but only in older listeners.
But physiological results show increased negativity and arousal in response to One Long Ad Pod, regardless of age.
There is some indication that listeners may learn that a station plays Short Ad Pods and reacts less negatively as that learning takes place.
At the Physiology site, participants completed protocol individually. Heart rate data were collected using 3 standard sized AG/AGCL electrodes attached to the participant’s forearms.
Skin conductance data were collected @ 20Hz 2 electrodes on the participant's non-dominant hand.
Physiology data were recorded just prior to each commercial break onset and then for the duration of each break.
Webb (1979)More negative thoughts toward TV commercials when there were more per break
Johnson & Cobb-Walgren (1994)Great number of TV commercials per break has greater impact on older viewers than younger ones
Mord & Gilson (1985); Zhao (1997)Increased TV ad clutter led to decreased ad liking
This Study Explores Radio Clutter’s Impact, making these assumptions about stations. . .
. . . And these assumptions about listeners:
1. They have a limited amount of cognitive capacity
2. They exhibit orienting responses to ad break onsests
11.4 10.8
At the Self-Report site data were collected in groups of 5-25 participants.
All participants in a single experimental session were exposed to the same manipulation.
"The Amount of Ads was Excessive"
3.135
3.735
1
2
3
4
5
6
7
Clutter (3 pods)
Group (1 pod)
Predictions & Results
"The Amount of Ads was Excessive"
1
2
3
4
5
6
7
Clutter (3 pods) Group (1 pod)
Pod Condition
18-24
25-54
Skin conductance change scores over time
-0.3
-0.25
-0.2
-0.15
-0.1
-0.05
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Time in Seconds
3-pods 1-pod
Corrugator EMG Change Scores
-0.359
-0.021
-0.4
-0.35
-0.3
-0.25
-0.2
-0.15
-0.1
-0.05
0
Clutter (3 pods) Group (1 pod)
Shorter, But More Frequent, Pods will Result In:H3: Increases cognitive effort as indexed by lower HR n.s., but in predicted direction early in ad.
Number of Commercial Breaks X Time onHeart Rate Levels
-1.8
-1.6
-1.4
-1.2
-1
-0.8
-0.6
-0.4
-0.2
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Time (seconds)
3-pods 1-pod
