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LOS ANGELES The Weather Channel said that beginning in the fourth quarter it would limit its commercial breaks to four 30-second spots, and suggested that advertisers plan to repeat ads only once an hour. This decision was based in part on the results of a monthlong study examining the level of viewers’ advertising recall.
Conducted by Glendale-Calif.-based media research firm ASI Entertainment, the study asked 1,350 adult viewers to watch three types of programming—news, general entertainment (such as a half-hour sitcom) and short weather updates.
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