The clutter research highlights why all ratings are not the same. The research showed that advertising in shorter breaks had higher levels of recall and better quality of recall. RTÉ Media Sales commissioned Behaviour and Attitudes to look at the effect on recall, of advertising in breaks with less ads versus breaks which had more ads.
RTÉ Television has an average of 6 commercial minutes per hour versus key competitors who have 12 minutes per hour. Respondents who saw shorter breaks (lower clutter) were able to remember 2.7 more details than in the longer breaks. The viewer is more receptive to ads in shorter breaks and shorter breaks provide a positive viewing experience.