Television & the Media: Overexposure to Sponsors and the Need for Strategic Advertising

In this article, we explore the evolving landscape of television and the media, focusing on the increasing exposure to sponsors and the necessity for strategic advertising. We discuss the shift from shorter commercial breaks in the 1950s to the current overexposure of advertisements, highlighting the impact on viewer engagement. Drawing insights from a Digital Outpost study, we propose the concept of strategic advertising, which emphasizes shorter ad durations and higher rates for advertisers. We also examine the economic viability of this approach and the potential benefits for both viewers and advertisers. Furthermore, we delve into the emergence of on-screen “bugs” as a subtle advertising tactic and the ethical considerations associated with such techniques. Finally, we emphasize the importance of maintaining an ethical responsibility in strategic advertising and suggest the need for legislative intervention to protect viewers from manipulative marketing tactics.

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