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Getting the Balance Right: Commercial Loading in Online Video Programs

Commercial Loading in Online Video Programs

MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.

Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond : 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognised for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.

Below is an abstract from one of his papers about Getting the Balance Right: Commercial Loading in Online Video Programs. from the Journal of Journal of Advertising.

Ad-sponsored online video programs currently use a range of commercial loading that varies from exactly the same, compared with broadcast and cable networks, to very much lower. This paper provides empirical evidence about the effects of different levels of commercial loading in online video on perceptions of ad intrusiveness and ad effectiveness, and uses skin conductance to directly observe the potentially enhancing effects of commercial disruption on arousal during the program. The results show that one ad per break maximizes both this disruptive effect and ad recall. As predicted by Nelson, Meyvis, and Galak (2009), popular prime-time television shows do not evoke a decrease in arousal over time and are not enhanced by commercial disruption.

Bellman, Steven & Treleaven-Hassard, Shiree & Robinson, Jennifer & Rask, Amy & Varan, Duane. (2012). GETTING THE BALANCE RIGHT Commercial Loading in Online Video Programs. Journal of Advertising. 41. 5-24. 10.2307/41739769.

Bellman, S., Treleaven-Hassard, S., Robinson, J. A., Rask, A., & Varan, D. (2012).
Getting the Balance Right: Commercial Loading in Online Video Programs.
Journal of Advertising, 41 (2), 5-24.