Television Program Interest and Commercial Interruption

One of the admonitions about television clutter addressed to advertisers is that commercial interruption of an engrossing show limits the effectiveness of the interrupting commercial. For example, this is claimed by G.A. Soldow and V. Principe, ¹ who review viewer opinion data and report, “Further, it was found that commercials are particularly objectionable when they interrupt interesting programs. Thus, the more interesting the program, the less effective the commercial.”