This study was undertaken to test the effectiveness of advertisement (ad)
as a function of insertion points in sponsored television programmes. The major
thrust of this study was to determine whether pre and post programme ads are
more effective than those in the middle. Experimental and survey research designs
were adopted. Two groups of university students were selected to watch the same
programme but with different ad locations. Group 1 watched the programme with
the ad placed at the beginning and at the end of the programme while group 2
watched the programme with the ad inserted in between it. Questionnaires
containing aided and unaided recall questions on the ad shown were administered
at the end of the viewing. The findings from this research revealed that group 1
proved more effective in terms of recall than group 2. Though no significant
difference was found between the two groups in terms of ad insertion points,
result showed that both groups preferred most ads before the TV programme
begins to other insertion positions. The major recommendation for this study is
that advertisers should endeavour to define their audience and by employing niche
medium, engage in narrowcasting to secure more attention. More importantly,
explore pre and post programme advertisement insertion points in order to achieve
desired effectiveness.