When I watch a movie on TV, I’ve observed that the time interval between ad breaks is not uniform, rather it decreases as the movie progresses. Towards the end, it is almost like the Fibonacci in reverse.
What I mean is when the movie starts, there are no ads for, say, the first 30 minutes. After the 1st break, the next break will then be after 25 minutes. Next, 20. And so on. And finally, when the climax is just around the corner, and you’re at the edge of your seat, you’re bombarded with ads faster than Himesh can spring a new song/music-video on you. Well, you got my point.
What I’d like to know is, is this really true? Have you experienced this? I haven’t checked it out scientifically and Google didn’t help either. Is this:
- True, because advertisers know that the farther you’ve been watching the movie, the more likely you’re watching it with interest, the more likely you have some company also watching it (more eyeballs), the more likely you wouldn’t want to waste any single scene during the climax and thus stick to your seat!
- False, because it is a Temporal Illusion, where the more engrossed we are in the movie, the faster time passes by. Hence, though the ad break intervals remain the same, the intervals appear shorter to us, because the time we watch the movie appears to pass by faster!