The effects of the insertion timing of commercial breaks on a loss of attention

摘要

Commercial breaks are often inserted at the climax of stories on recent TV programs. There may be some serious effects on audiences, especially children, since this insertion way of a CM disturbs their concentrations. This paper presents the effects of the insertion timing of the commercial breaks on a loss of attention of a child. The experiment to measure the psychophysiological state, breathing, heart beat and eye blink, has been applied to four children. The results confirmed that the next peak of attention is delayed by distracting one's attention.