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Advertisers paying a premium for the first position in ad pods may want to rethink that strategy.
A new Collaborative Alliance study of live commercial viewing based on second-by-second set-top-box data shows the first pod position has the highest tune away of all commercials in a pod. ”It’s an interesting dilemma,” said Joe Abruzzo, evp and director of research for MPG.
Abruzzo is a member of the Collaborative Alliance Set Top Box Think Tank, which analyzed live national TV data from Kantar Media’s DIRECTView STB service for a Carnival Cruise Lines schedule that aired for two weeks in January.
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