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Digital video is growing rapidly, offering new opportunities and formats for television advertising. one of these new formats is “limited-interruption” advertising, in which each midroll advertising break during avideo features just one commercial. advertisers can pay a premium to repeat the same advertisement in each limited interruption break. this study provides empirical guidance to advertisers by quantifying the positiveand negative effects of repeated limited interruption.
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Brechman et al. (2016) studied this question.
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