Reducing the Costs of TV Commercials by Use of Time Compressions

Abstract

The amount of time needed to broadcast a television commercial can be reduced by means of an electronic process called time compression. A 30-second commercial can be broadcast in 24 seconds by this process. No shift occurs in voice pitch and subjects are not aware that commercials have been altered. Recall scores are substantially higher for time compressed commercials than for their normal speed counterparts. There is a 36% increase in unaided recall scores and a 40% increase in aided recall scores.