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
Rules of SEO in the AI era. The end of FAQ rich results and spam
Sandra Kluza, Harbingers
Google is increasingly distancing itself from AI hacks and reminding us that quality content, technical site availability, and user utility remain the foundation of visibility. AI Search does not replace SEO.
Data analysis. Warning signs and technical debt
Aleksander Pawzun, CalmFox.pl
Until a few years ago, a classic data warehouse, overnight processing, and reports available in the morning were a sign of organizational maturity. Today, in many companies, these same solutions have become an invisible constraint.
Artificial intelligence in shopping. E-commerce 2026 report
Piotr Michalak, Altavia Kamikaze + K2
Already nearly 40% of Polish consumers use artificial intelligence on their shopping journey, although they often do so unconsciously. According to a report by the Altavia Kamikaze + K2 agency, the current year marks the final transition from traditional searching to recommendations based on AI.
See articles on a similar topic:
How to reduce food waste? Packaging design matters
KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
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.
