A Study of the Reduction of TV Advertisements due to External Factors and Consumers' Recall of TV Commercials

Abstract

The 2011 Tohoku earthquake and tsunami brought about serious damages to various fields in Japan, and TV advertisements was one of them. After the disaster, many companies imposed voluntary restrictions on TV advertising. Due to the actions, the amount of TV commercials broadcasted in March was reduced drastically against previous year. Consequently, consumers' exposures to TV commercials were limited substantially. In this study, we examined the relationship between the patterns of placing TV commercials before and after the disaster and consumers' recall of TV commercials using the empirical data obtained by our Web survey.