clutter

Dictionary of Marketing Terms for: clutter
clutter

mass of commercials and promos (short messages about upcoming programs) broadcast in a time period as short as two minutes, all of which compete for the listener’s or viewer’s attention and the combination of which lessens the impact of any single commercial message. Any one commercial can get sandwiched in with as many as six or eight other commercials. Advertisers or their agencies will sometimes run clutter tests to measure the ability of their commercials to get the listener’s or viewer’s attention in this clutter situation.

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