电视广告倒计时对观众收视行为及广告效果的影响

The influence of TV advertising countdown on audience viewing behavior and advertising effectiveness

电视广告倒计时是传媒行业在与观众互动沟通方式上的新探索，其对观众收视行为和广告效果都产生了一定的影响。本文主要从电视广告倒计时出现的背景、概念、形式等方面加以总结，并通过对27个家庭共计97人的问卷调查及其中四人的深度访谈，探究观众在广告收视过程中的收视行为以及等待极限的数据，力求为电视广告倒计时的时长、形式设计提供依据，以提升电视广告效果。研究发现：1、广告倒计时已然引起观众收视习惯的改变。2、不同形式的广告倒计时对观众的心理产生不同的影响，其中“距离XX节目播出还有…秒”读秒型倒计时的观众接受度最高。3、观众对插播广告的等待时间极限应控制在60秒内。

TV advertising countdown is a new way that TV media use to communicate with the audience, and it influences viewing behavior and advertising effectiveness in some degree. This paper overviewed ＇the background, conception and forms of TV advertising countdown. Through a survey of 97 people from 27 families and depth interview with 4 people, it mainly analyzed the viewing behavior of the audience when watching TV advertising and the limit of waiting for the advertisements＇ ending, in order to help design TV advertising countdown with proper time and form and thus improve the advertising effectiveness. This paper further discovered that TV advertising countdown has already changed the viewing behavior. Different forms of TV advertising countdown have different effects on the audience, among which the＂... seconds left before XX program＂ is the most popular one. The limit time of waiting for the advertisements＇ ending should be within 60 seconds.