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Effects of TV Clutter

Publication Type:

Journal Article


Journal of Advertising Research, Volume 19, p.7- (1979)



Presents a study to determine the effect of variations in television clutter and amount of public promotions and announcements on advertising effectiveness. Specificity of clutter effect to the position of commercial; Dependency of clutter effect on the nature of commercial; Decrease in the attention of viewers; Variation in the recall ability of viewers; Effect on cognitive response.