Effectiveness of Advertising Recall in a Sponsored Television Programme

This study was undertaken to test the effectiveness of advertisement (ad) as a function of insertion points in sponsored television programmes. The major thrust of this study was to determine whether pre and post programme ads are more effective than those in the middle. Experimental and survey research designs were adopted. Two groups of university students were selected to watch the same programme but with different ad locations. Group 1 watched the programme with the ad placed at the beginning and at the end of the programme while group 2 watched the programme with the ad inserted in between it. Questionnaires containing aided and unaided recall questions on the ad shown were administered at the end of the viewing. The findings from this research revealed that group 1 proved more effective in terms of recall than group 2. Though no significant difference was found between the two groups in terms of ad insertion points, result showed that both groups preferred most ads before the TV programme begins to other insertion positions. The major recommendation for this study is that advertisers should endeavour to define their audience and by employing niche medium, engage in narrowcasting to secure more attention. More importantly, explore pre and post programme advertisement insertion points in order to achieve desired effectiveness