po polsku
According to Harvard Business Review Polska, which published the study, two test groups were shown three types of programs:
- episodes of the comedy series *Taxi*,
- documentary nature films,
- and Bollywood productions.
One group watched the programs without ads, while the other saw them with ad interruptions. The results were surprising: the group that saw the shows with ads was more satisfied with the programs, regardless of the quality of the ads shown.
source: Harvard Business Review Polska, Why Do We Prefer TV with Ads?Surprisingly, viewers who watched the version with ads were also willing to pay more for DVD sets of productions by the same directors. The study published by Harvard Business Review Polska found that this difference could be as much as 30%.
- viewers of the ad-free version offered $4.18 for a DVD
- viewers of the ad-supported version were willing to pay up to $5.42 for the same DVD.
The study authors note that this principle is reflected in pay TV, even though it doesn’t include ads. These networks structure their programming with built-in breaks.
- What increases viewer enjoyment isn’t the ads themselves but the breaks in the show, - explains Prof. Leif Nelson in an interview with HBRP. - In series, the plot usually consists of six or more parallel storylines that producers continuously juggle. More complex and unpredictable shows, with twists that naturally introduce breaks, were rated higher than programs with a more linear narrative structure.
This is known as the adaptation effect. The researchers found that this effect is much stronger among younger people. As people age, they need less stimulation to feel pleasure and adapt more slowly.
Nelson, Meyvis, and Galak`s research was also published in the Harvard Business Review Polska special report Why Do We Prefer TV with Ads?
COMMERCIAL BREAK
New articles in section Marketing and PR
PR in Poland. Ranking of the largest public relations agencies 2025
KFi
The smallest teams often generate the most publications, and agencies outside Warsaw are increasingly capturing media attention. This unexpected distribution of power is one of the key findings from the 2025 PR Agency Ranking in Poland, developed by Widoczni and IMM.
Connected TV and borderless advertising. The ID5 report
KFi
Viewers are moving away from cable TV. And they are doing it en masse. Already 86% of Europeans watch content via Connected TV and global ad spend in this segment is set to double by 2028. The industry is undergoing a communication revolution.
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
See articles on a similar topic:
Child with dyslexia. A therapist's guide for parents
patronat Reporterzy.info
Dyslexia is a specific developmental disorder affecting reading and writing abilities. It can significantly impact a child's educational and emotional development. In Poland, as well as worldwide, it is being diagnosed more frequently. [#MAMYNATORADĘ under the patronage of Reporterzy.info]
Internet Subscriptions: Market Value, Development Trends, and... Risks
KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!
LabOOOratorium. Education, Business and Win-Win-Win Cooperation
fundacja OOO
How to combine diversifying activities in kindergartens and schools with setting innovative trends in education and social engagement of businesses? The educational foundation Ogólnopolski Operator Oświaty and the company Musicon show how to do it right.
Dietary Supplements. How Products Masquerading as Medications are Sold
Ewa Zygadło-Kozaczuk
Colorful packaging entices us with miraculous health benefits, and we buy them, hoping for a fit body, good sleep, great mood, and excellent sex. But do we know what lies behind that magical pill, capsule, or syrup? Are we aware that these advertised products are merely masquerading as medications?
