Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects

The study examines how program-induced mood and a five-second countdown warning affect reception of midroll video commercials. Building on mood regulation theory, findings from three studies suggest that program-induced moods and five-second countdowns systematically influence advertising effectiveness. When the main program is tragic (comedic) and when a countdown precedes (does not precede) the midroll ad, viewers have more positive attitudes...