SBS & Neuro-Insight explore ad break architecture and the benefits of sponsorship
SBS created two versions of top rating program Top Gear UK. The first version was one episode exactly as it would be broadcast on SBS including the sponsorship billboards and advertising breaks.
A second version was created as the program would be broadcast on another network including their advertising breaks for a one hour program. Both versions included identical sponsors with the same billboards and number of advertisements. Sponsors in the high clutter version were given premium position in break and 100% category exclusivity…
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