{"paper_id":"4d6b49dd-6fd6-4e41-b295-2ee0dcc3bc2c","body_text":"Radio Format Salience and Ad-Length Preferences in Weekday In-Car Listening in Lithuania | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Radio Format Salience and Ad-Length Preferences in Weekday In-Car Listening in Lithuania Gedas Kucinskas This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-9557120/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Using a 2025 online survey of 500 respondents in Lithuania, this paper examines which radio advertising formats are most salient to weekday in-car listeners and what ad durations they prefer. The results show three strong patterns. First, standard radio spots remain the most frequently noticed format, while longer brand-story formats are almost absent. Second, short advertising is clearly preferred: 53.6 percent prefer ads of up to 10 seconds, whereas only 1.4 percent prefer ads lasting 30 seconds or more. Third, ad-format and length preferences vary by age. Host-read advertising is more salient among younger listeners, while older listeners are less likely to prefer short ads and more likely to say that ad duration does not matter. The findings suggest that the Lithuanian in-car audio environment rewards brevity and penalizes format complexity. Marketing radio advertising Lithuania ad length host-read advertising in-car listening audio advertising Figures Figure 1 Figure 2 Figure 3 Management Slant Standard radio spots remain the most noticed format among Lithuanian weekday in-car listeners. Longer brand-story advertising is weak in this setting, reaching only a very small share of listeners. Short ads dominate listener preferences: more than half prefer ads of up to 10 seconds. Host-read ads are more salient among younger listeners than among middle-aged listeners. Older listeners are less committed to short ads and more likely to say that ad duration does not matter. 1. Introduction Radio advertising works under unusually tight constraints. It is interruptive, non-visual, and often encountered in environments where listeners can easily disengage or switch away. At the same time, radio remains one of the few advertising media that can accompany mobility, especially everyday driving. The present paper examines two basic issues: which advertising formats are most salient to weekday in-car listeners, and what advertising lengths those listeners actually prefer. Together, these questions move beyond simple audience size and toward the structure of ad tolerance in radio listening. The paper makes three contributions. First, it provides descriptive evidence on radio ad-format salience in Lithuania. Second, it shows that ad-length preference is highly asymmetric, with strong support for short formats and very weak support for longer executions. Third, it demonstrates that these preferences vary systematically by age, particularly in relation to host-read ads and indifference to ad duration. 2. Literature Review Advertising avoidance research argues that interruption is central to audience response. In broadcast media, where ads interrupt the desired flow of content, ad perceptions and interruption costs are powerful predictors of avoidance. Recent radio research shows that shorter advertisement breaks reduce avoidance, reinforcing the managerial appeal of low-clutter formats. Related work in other media likewise suggests that micro ads can be effective in fragmented attention environments. Host-read advertising provides a different logic. Research on host-read podcast advertising suggests that these ads can benefit from audio intimacy, familiarity, and perceived endorsement. The present study tests whether such advantages appear in radio-related listening preferences as well. 3. Hypotheses H1. Short ads will be preferred more often than medium or long ads among Lithuanian weekday in-car listeners. H2. Standard radio spots and host-read ads will be more salient than game-like formats and longer brand-story formats. H3. Younger listeners will be more likely than middle-aged listeners to report noticing host-read ads. H4. Older listeners will be less likely than younger listeners to prefer short ads and more likely to report that ad duration does not matter. 4. Method The analysis uses data from a 2025 online survey in Lithuania conducted and financially supported by BPN LT. The full survey contains 500 respondents. This paper focuses on the weekday in-car radio block and examines advertising format salience and ad-length preferences among in-car listeners. The analytical sample contains 289 valid cases from the weekday in-car listening block. The study is descriptive-explanatory rather than causal. The first set of measures captures ad-format salience, including standard spots, host-read ads, game/task formats, longer brand stories, and always avoiding radio ads. The second set captures preferred ad duration. The analysis also includes age, gender, settlement type, children in the household, and a broad indicator of station switching behavior. 5. Results The findings support H2. Standard radio spots remain the most frequently noticed format, reported by 38.4 percent of listeners. Host-read ads are noticed by 20.4 percent, game-like formats by 14.5 percent, and longer brand-story formats by only 3.5 percent. At the same time, 36.7 percent say they always avoid radio ads. H1 is strongly supported. More than half of listeners (53.6 percent) prefer ads of up to 10 seconds. By comparison, 18.7 percent prefer medium-length ads, 1.4 percent prefer ads lasting 30 seconds or more, and 26.3 percent say ad duration does not matter. H3 and H4 are also supported. Host-read ads are most salient among listeners aged 30–39 and 15–29, but much weaker among listeners aged 40–49 and 50–59. The oldest group is less likely than the youngest group to prefer short ads, while listeners aged 30–39 and 60–74 are more likely to say that ad duration does not matter. Table 1 Advertising Format Salience Among Weekday In-Car Listeners Format n % Standard ad spots 111 38.4 Host-read ads 59 20.4 Game/task formats 42 14.5 Longer brand stories 10 3.5 Always avoids radio ads 106 36.7 Table 2 Preferred Radio Ad Length Preferred length n % Short (up to 10 seconds) 155 53.6 Medium (10–20 seconds) 54 18.7 Long (30 seconds or more) 4 1.4 Duration does not matter 76 26.3 Table 3 Ad-Format and Ad-Length Responses by Age Group Age group n Standard spots % Host-read % Short ads % Duration does not matter % 15–29 55 34.5 27.3 61.8 14.5 30–39 48 33.3 35.4 54.2 33.3 40–49 71 42.3 14.1 56.3 19.7 50–59 55 50.9 10.9 52.7 27.3 60–74 60 30.0 18.3 43.3 38.3 Table 4 Logistic Regression Predicting Notice of Host-Read Ads Predictor OR 95% CI low 95% CI high p Age 40–49 (vs. 15–29) 0.32 0.12 0.84 .020 Age 50–59 (vs. 15–29) 0.28 0.09 0.81 .020 Table 5 Logistic Regression Predicting Preference for Short Ads Predictor OR 95% CI low 95% CI high p Age 60–74 (vs. 15–29) 0.42 0.19 0.93 .032 Table 6 Logistic Regression Predicting Indifference to Ad Duration Predictor OR 95% CI low 95% CI high p Age 30–39 (vs. 15–29) 3.43 1.22 9.65 .020 Age 60–74 (vs. 15–29) 3.88 1.48 10.21 .006 6. Theoretical Implications The findings extend advertising-avoidance theory by showing that interruption sensitivity in radio is not only about whether listeners leave. It also shapes what kinds of ads they are willing to tolerate in principle. The very strong preference for short ads suggests that format acceptance is itself a form of audience discipline. The results also contribute to audio advertising research by clarifying that host-linked or embedded formats do not appeal uniformly across age groups. Younger listeners appear more open to host-read forms, whereas middle-aged groups are less likely to notice them. 7. Managerial Implications For practitioners, the clearest implication is that brevity works best in the Lithuanian in-car environment. Short ads are the dominant preference, long-form brand-story executions are weak, and more than one-third of listeners say they avoid radio ads altogether. Standard spots remain the most visible radio advertising format and should not be treated as obsolete. Host-read ads may offer additional value, but their usefulness is likely to be audience-specific rather than universal. 8. Conclusion This paper examined radio advertising format salience and ad-length preferences among Lithuanian weekday in-car listeners. The evidence points to a simple conclusion: the in-car radio environment rewards brevity. Standard spots remain the most widely noticed format, but short ads are the most clearly preferred, while long brand-story executions find almost no support. The study does not measure actual advertising effectiveness or minute-level ad exposure. It does, however, provide a clear empirical map of what kinds of radio advertising formats and durations are most compatible with weekday in-car listening in Lithuania. 9. Limitations The survey is cross-sectional and based on self-reports, so it cannot support causal claims. The study focuses on weekday in-car listening and does not address other listening environments. The survey measures noticed formats and stated preferences rather than verified behavioral outcomes such as recall or purchase. Declarations At the beginning of the survey, participants were presented with consent questions, and informed consent was obtained from all participants prior to their participation in the study. Author Biography Gedas Kucinskas is affiliated with ISM University of Management and Economics in Vilnius. His research interests include media audiences, advertising effectiveness, and radio listening behavior in changing audio environments. About BPN LT Acknowledgments and Funding. The survey analyzed in this paper was conducted online and financially supported by BPN LT. BPN LT is one of the leading media planning agencies in Lithuania and has consistently contributed to the development of media planning in the country. Under the leadership of head scientist Gedas Kucinskas, the agency works on media-mix strategies and advanced measurement approaches, including marketing mix modeling and geo-lift analysis in Lithuania. Disclosure on AI Use AI tools were used for language support only, including readability improvement and spelling correction. The research design, data analysis, interpretation, and conclusions were developed and verified by the author. References Fossen, B. L., P. Kim, and I. Chae. “The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?” Journal of Marketing Research (2025). https://doi.org/10.1177/00222429251350657 Ho, V. T. “Advertising Avoidance: A Literature Review.” Independent Journal of Management & Production 12, 1 (2021): 185–200. https://doi.org/10.14807/ijmp.v12i1.1264 Michelon, A., S. Bellman, M. Faulkner, J. Cohen, and J. Bruwer. “Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More.” Journal of Advertising Research 64, 2 (2024): 175–191. https://doi.org/10.2501/JAR-2024-008 Moe, M. “Podvertising II: “Just Like My Best Friend” – Relationships in Host-read Podcast Advertisements.” Journal of Radio & Audio Media 30, 1 (2023): 362–386. https://doi.org/10.1080/19376529.2021.1960840 Speck, P. S., and M. T. Elliott. “Predictors of Advertising Avoidance in Print and Broadcast Media.” Journal of Advertising 26, 3 (1997): 61–76. https://doi.org/10.1080/00913367.1997.10673529 Additional Declarations The authors declare potential competing interests as follows: The survey analyzed in this paper was conducted online and financially supported by BPN LT. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {\"props\":{\"pageProps\":{\"initialData\":{\"identity\":\"rs-9557120\",\"acceptedTermsAndConditions\":true,\"allowDirectSubmit\":true,\"archivedVersions\":[],\"articleType\":\"Research Article\",\"associatedPublications\":[],\"authors\":[{\"id\":631254780,\"identity\":\"e3ae53aa-1776-4cb6-9ad7-996d367c2b25\",\"order_by\":0,\"name\":\"Gedas 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online and financially supported by BPN LT. \",\"formattedTitle\":\"\\u003cp\\u003e\\u003cstrong\\u003eRadio Format Salience and Ad-Length Preferences in Weekday In-Car Listening in Lithuania\\u003c/strong\\u003e\\u003c/p\\u003e\",\"fulltext\":[{\"header\":\"Management Slant\",\"content\":\"\\u003cul\\u003e\\n \\u003cli\\u003eStandard radio spots remain the most noticed format among Lithuanian weekday in-car listeners.\\u003c/li\\u003e\\n \\u003cli\\u003eLonger brand-story advertising is weak in this setting, reaching only a very small share of listeners.\\u003c/li\\u003e\\n \\u003cli\\u003eShort ads dominate listener preferences: more than half prefer ads of up to 10 seconds.\\u003c/li\\u003e\\n \\u003cli\\u003eHost-read ads are more salient among younger listeners than among middle-aged listeners.\\u003c/li\\u003e\\n \\u003cli\\u003eOlder listeners are less committed to short ads and more likely to say that ad duration does not matter.\\u003c/li\\u003e\\n\\u003c/ul\\u003e\"},{\"header\":\"1. Introduction\",\"content\":\"\\u003cp\\u003eRadio advertising works under unusually tight constraints. It is interruptive, non-visual, and often encountered in environments where listeners can easily disengage or switch away. At the same time, radio remains one of the few advertising media that can accompany mobility, especially everyday driving.\\u003c/p\\u003e \\u003cp\\u003eThe present paper examines two basic issues: which advertising formats are most salient to weekday in-car listeners, and what advertising lengths those listeners actually prefer. Together, these questions move beyond simple audience size and toward the structure of ad tolerance in radio listening.\\u003c/p\\u003e \\u003cp\\u003eThe paper makes three contributions. First, it provides descriptive evidence on radio ad-format salience in Lithuania. Second, it shows that ad-length preference is highly asymmetric, with strong support for short formats and very weak support for longer executions. Third, it demonstrates that these preferences vary systematically by age, particularly in relation to host-read ads and indifference to ad duration.\\u003c/p\\u003e\"},{\"header\":\"2. Literature Review\",\"content\":\"\\u003cp\\u003eAdvertising avoidance research argues that interruption is central to audience response. In broadcast media, where ads interrupt the desired flow of content, ad perceptions and interruption costs are powerful predictors of avoidance.\\u003c/p\\u003e \\u003cp\\u003eRecent radio research shows that shorter advertisement breaks reduce avoidance, reinforcing the managerial appeal of low-clutter formats. Related work in other media likewise suggests that micro ads can be effective in fragmented attention environments.\\u003c/p\\u003e \\u003cp\\u003eHost-read advertising provides a different logic. Research on host-read podcast advertising suggests that these ads can benefit from audio intimacy, familiarity, and perceived endorsement. The present study tests whether such advantages appear in radio-related listening preferences as well.\\u003c/p\\u003e\"},{\"header\":\"3. Hypotheses\",\"content\":\"\\u003cp\\u003eH1. Short ads will be preferred more often than medium or long ads among Lithuanian weekday in-car listeners.\\u003c/p\\u003e \\u003cp\\u003eH2. Standard radio spots and host-read ads will be more salient than game-like formats and longer brand-story formats.\\u003c/p\\u003e \\u003cp\\u003eH3. Younger listeners will be more likely than middle-aged listeners to report noticing host-read ads.\\u003c/p\\u003e \\u003cp\\u003eH4. Older listeners will be less likely than younger listeners to prefer short ads and more likely to report that ad duration does not matter.\\u003c/p\\u003e\"},{\"header\":\"4. Method\",\"content\":\"\\u003cp\\u003eThe analysis uses data from a 2025 online survey in Lithuania conducted and financially supported by BPN LT. The full survey contains 500 respondents. This paper focuses on the weekday in-car radio block and examines advertising format salience and ad-length preferences among in-car listeners.\\u003c/p\\u003e \\u003cp\\u003eThe analytical sample contains 289 valid cases from the weekday in-car listening block. The study is descriptive-explanatory rather than causal.\\u003c/p\\u003e \\u003cp\\u003eThe first set of measures captures ad-format salience, including standard spots, host-read ads, game/task formats, longer brand stories, and always avoiding radio ads. The second set captures preferred ad duration. The analysis also includes age, gender, settlement type, children in the household, and a broad indicator of station switching behavior.\\u003c/p\\u003e\"},{\"header\":\"5. Results\",\"content\":\"\\u003cp\\u003eThe findings support H2. Standard radio spots remain the most frequently noticed format, reported by 38.4 percent of listeners. Host-read ads are noticed by 20.4 percent, game-like formats by 14.5 percent, and longer brand-story formats by only 3.5 percent. At the same time, 36.7 percent say they always avoid radio ads.\\u003c/p\\u003e \\u003cp\\u003eH1 is strongly supported. More than half of listeners (53.6 percent) prefer ads of up to 10 seconds. By comparison, 18.7 percent prefer medium-length ads, 1.4 percent prefer ads lasting 30 seconds or more, and 26.3 percent say ad duration does not matter.\\u003c/p\\u003e \\u003cp\\u003eH3 and H4 are also supported. Host-read ads are most salient among listeners aged 30\\u0026ndash;39 and 15\\u0026ndash;29, but much weaker among listeners aged 40\\u0026ndash;49 and 50\\u0026ndash;59. The oldest group is less likely than the youngest group to prefer short ads, while listeners aged 30\\u0026ndash;39 and 60\\u0026ndash;74 are more likely to say that ad duration does not matter.\\u003c/p\\u003e \\u003cp\\u003e \\u003cdiv class=\\\"gridtable\\\"\\u003e\\u003ctable float=\\\"Yes\\\" id=\\\"Tab1\\\" border=\\\"1\\\"\\u003e \\u003ccaption language=\\\"En\\\"\\u003e \\u003cdiv class=\\\"CaptionNumber\\\"\\u003eTable 1\\u003c/div\\u003e \\u003cdiv class=\\\"CaptionContent\\\"\\u003e \\u003cp\\u003eAdvertising Format Salience Among Weekday In-Car Listeners\\u003c/p\\u003e \\u003c/div\\u003e \\u003c/caption\\u003e \\u003ccolgroup cols=\\\"3\\\"\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c1\\\" colnum=\\\"1\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c2\\\" colnum=\\\"2\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c3\\\" 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\\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e59\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e20.4\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eGame/task formats\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e42\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e14.5\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eLonger brand stories\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e10\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e3.5\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAlways avoids radio ads\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e106\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e36.7\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003c/tbody\\u003e \\u003c/colgroup\\u003e \\u003c/table\\u003e\\u003c/div\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003cdiv class=\\\"gridtable\\\"\\u003e\\u003ctable float=\\\"Yes\\\" id=\\\"Tab2\\\" border=\\\"1\\\"\\u003e \\u003ccaption language=\\\"En\\\"\\u003e \\u003cdiv class=\\\"CaptionNumber\\\"\\u003eTable 2\\u003c/div\\u003e \\u003cdiv class=\\\"CaptionContent\\\"\\u003e \\u003cp\\u003ePreferred Radio Ad Length\\u003c/p\\u003e \\u003c/div\\u003e \\u003c/caption\\u003e \\u003ccolgroup cols=\\\"3\\\"\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c1\\\" colnum=\\\"1\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c2\\\" colnum=\\\"2\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c3\\\" colnum=\\\"3\\\"\\u003e\\u003c/div\\u003e \\u003cthead\\u003e \\u003ctr\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003ePreferred length\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003en\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e%\\u003c/p\\u003e \\u003c/th\\u003e \\u003c/tr\\u003e \\u003c/thead\\u003e \\u003ctbody\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eShort (up to 10 seconds)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e155\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e53.6\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eMedium (10\\u0026ndash;20 seconds)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e54\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e18.7\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eLong (30 seconds or more)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e4\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e1.4\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eDuration does not matter\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e76\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e26.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003c/tbody\\u003e \\u003c/colgroup\\u003e \\u003c/table\\u003e\\u003c/div\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003cdiv class=\\\"gridtable\\\"\\u003e\\u003ctable float=\\\"Yes\\\" id=\\\"Tab3\\\" border=\\\"1\\\"\\u003e \\u003ccaption language=\\\"En\\\"\\u003e \\u003cdiv class=\\\"CaptionNumber\\\"\\u003eTable 3\\u003c/div\\u003e \\u003cdiv class=\\\"CaptionContent\\\"\\u003e \\u003cp\\u003eAd-Format and Ad-Length Responses by Age Group\\u003c/p\\u003e \\u003c/div\\u003e \\u003c/caption\\u003e \\u003ccolgroup cols=\\\"6\\\"\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c1\\\" colnum=\\\"1\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c2\\\" colnum=\\\"2\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c3\\\" colnum=\\\"3\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c4\\\" colnum=\\\"4\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c5\\\" colnum=\\\"5\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c6\\\" colnum=\\\"6\\\"\\u003e\\u003c/div\\u003e \\u003cthead\\u003e \\u003ctr\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAge group\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003en\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003eStandard spots %\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003eHost-read %\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003eShort ads %\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c6\\\"\\u003e \\u003cp\\u003eDuration does not matter %\\u003c/p\\u003e \\u003c/th\\u003e \\u003c/tr\\u003e \\u003c/thead\\u003e \\u003ctbody\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003e15\\u0026ndash;29\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e55\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e34.5\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e27.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e61.8\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c6\\\"\\u003e \\u003cp\\u003e14.5\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003e30\\u0026ndash;39\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e48\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e33.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e35.4\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e54.2\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c6\\\"\\u003e \\u003cp\\u003e33.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003e40\\u0026ndash;49\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e71\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e42.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e14.1\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e56.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c6\\\"\\u003e \\u003cp\\u003e19.7\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003e50\\u0026ndash;59\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e55\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e50.9\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e10.9\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e52.7\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c6\\\"\\u003e \\u003cp\\u003e27.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003e60\\u0026ndash;74\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e60\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e30.0\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e18.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e43.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c6\\\"\\u003e \\u003cp\\u003e38.3\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003c/tbody\\u003e \\u003c/colgroup\\u003e \\u003c/table\\u003e\\u003c/div\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003cdiv class=\\\"gridtable\\\"\\u003e\\u003ctable float=\\\"Yes\\\" id=\\\"Tab4\\\" border=\\\"1\\\"\\u003e \\u003ccaption language=\\\"En\\\"\\u003e \\u003cdiv class=\\\"CaptionNumber\\\"\\u003eTable 4\\u003c/div\\u003e \\u003cdiv class=\\\"CaptionContent\\\"\\u003e \\u003cp\\u003eLogistic Regression Predicting Notice of Host-Read Ads\\u003c/p\\u003e \\u003c/div\\u003e \\u003c/caption\\u003e \\u003ccolgroup cols=\\\"5\\\"\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c1\\\" colnum=\\\"1\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c2\\\" colnum=\\\"2\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c3\\\" colnum=\\\"3\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c4\\\" colnum=\\\"4\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c5\\\" colnum=\\\"5\\\"\\u003e\\u003c/div\\u003e \\u003cthead\\u003e \\u003ctr\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003ePredictor\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003eOR\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e95% CI low\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e95% CI high\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003ep\\u003c/p\\u003e \\u003c/th\\u003e \\u003c/tr\\u003e \\u003c/thead\\u003e \\u003ctbody\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAge 40\\u0026ndash;49 (vs. 15\\u0026ndash;29)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e0.32\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e0.12\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e0.84\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e.020\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAge 50\\u0026ndash;59 (vs. 15\\u0026ndash;29)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e0.28\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e0.09\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e0.81\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e.020\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003c/tbody\\u003e \\u003c/colgroup\\u003e \\u003c/table\\u003e\\u003c/div\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003cdiv class=\\\"gridtable\\\"\\u003e\\u003ctable float=\\\"Yes\\\" id=\\\"Tab5\\\" border=\\\"1\\\"\\u003e \\u003ccaption language=\\\"En\\\"\\u003e \\u003cdiv class=\\\"CaptionNumber\\\"\\u003eTable 5\\u003c/div\\u003e \\u003cdiv class=\\\"CaptionContent\\\"\\u003e \\u003cp\\u003eLogistic Regression Predicting Preference for Short Ads\\u003c/p\\u003e \\u003c/div\\u003e \\u003c/caption\\u003e \\u003ccolgroup cols=\\\"5\\\"\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c1\\\" colnum=\\\"1\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c2\\\" colnum=\\\"2\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c3\\\" colnum=\\\"3\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c4\\\" colnum=\\\"4\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c5\\\" colnum=\\\"5\\\"\\u003e\\u003c/div\\u003e \\u003cthead\\u003e \\u003ctr\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003ePredictor\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003eOR\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e95% CI low\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e95% CI high\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003ep\\u003c/p\\u003e \\u003c/th\\u003e \\u003c/tr\\u003e \\u003c/thead\\u003e \\u003ctbody\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAge 60\\u0026ndash;74 (vs. 15\\u0026ndash;29)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e0.42\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e0.19\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e0.93\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e.032\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003c/tbody\\u003e \\u003c/colgroup\\u003e \\u003c/table\\u003e\\u003c/div\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003cdiv class=\\\"gridtable\\\"\\u003e\\u003ctable float=\\\"Yes\\\" id=\\\"Tab6\\\" border=\\\"1\\\"\\u003e \\u003ccaption language=\\\"En\\\"\\u003e \\u003cdiv class=\\\"CaptionNumber\\\"\\u003eTable 6\\u003c/div\\u003e \\u003cdiv class=\\\"CaptionContent\\\"\\u003e \\u003cp\\u003eLogistic Regression Predicting Indifference to Ad Duration\\u003c/p\\u003e \\u003c/div\\u003e \\u003c/caption\\u003e \\u003ccolgroup cols=\\\"5\\\"\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c1\\\" colnum=\\\"1\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c2\\\" colnum=\\\"2\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c3\\\" colnum=\\\"3\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"char\\\" char=\\\".\\\" class=\\\"colspec\\\" colname=\\\"c4\\\" colnum=\\\"4\\\"\\u003e\\u003c/div\\u003e \\u003cdiv align=\\\"left\\\" class=\\\"colspec\\\" colname=\\\"c5\\\" colnum=\\\"5\\\"\\u003e\\u003c/div\\u003e \\u003cthead\\u003e \\u003ctr\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003ePredictor\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003eOR\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e95% CI low\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e95% CI high\\u003c/p\\u003e \\u003c/th\\u003e \\u003cth align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003ep\\u003c/p\\u003e \\u003c/th\\u003e \\u003c/tr\\u003e \\u003c/thead\\u003e \\u003ctbody\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAge 30\\u0026ndash;39 (vs. 15\\u0026ndash;29)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e3.43\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e1.22\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e9.65\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e.020\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003ctr\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c1\\\"\\u003e \\u003cp\\u003eAge 60\\u0026ndash;74 (vs. 15\\u0026ndash;29)\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c2\\\"\\u003e \\u003cp\\u003e3.88\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c3\\\"\\u003e \\u003cp\\u003e1.48\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"char\\\" char=\\\".\\\" colname=\\\"c4\\\"\\u003e \\u003cp\\u003e10.21\\u003c/p\\u003e \\u003c/td\\u003e \\u003ctd align=\\\"left\\\" colname=\\\"c5\\\"\\u003e \\u003cp\\u003e.006\\u003c/p\\u003e \\u003c/td\\u003e \\u003c/tr\\u003e \\u003c/tbody\\u003e \\u003c/colgroup\\u003e \\u003c/table\\u003e\\u003c/div\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003c/p\\u003e \\u003cp\\u003e \\u003c/p\\u003e\"},{\"header\":\"6. Theoretical Implications\",\"content\":\"\\u003cp\\u003eThe findings extend advertising-avoidance theory by showing that interruption sensitivity in radio is not only about whether listeners leave. It also shapes what kinds of ads they are willing to tolerate in principle. The very strong preference for short ads suggests that format acceptance is itself a form of audience discipline.\\u003c/p\\u003e \\u003cp\\u003eThe results also contribute to audio advertising research by clarifying that host-linked or embedded formats do not appeal uniformly across age groups. Younger listeners appear more open to host-read forms, whereas middle-aged groups are less likely to notice them.\\u003c/p\\u003e\"},{\"header\":\"7. Managerial Implications\",\"content\":\"\\u003cp\\u003eFor practitioners, the clearest implication is that brevity works best in the Lithuanian in-car environment. Short ads are the dominant preference, long-form brand-story executions are weak, and more than one-third of listeners say they avoid radio ads altogether.\\u003c/p\\u003e \\u003cp\\u003eStandard spots remain the most visible radio advertising format and should not be treated as obsolete. Host-read ads may offer additional value, but their usefulness is likely to be audience-specific rather than universal.\\u003c/p\\u003e\"},{\"header\":\"8. Conclusion\",\"content\":\"\\u003cp\\u003eThis paper examined radio advertising format salience and ad-length preferences among Lithuanian weekday in-car listeners. The evidence points to a simple conclusion: the in-car radio environment rewards brevity. Standard spots remain the most widely noticed format, but short ads are the most clearly preferred, while long brand-story executions find almost no support.\\u003c/p\\u003e \\u003cp\\u003eThe study does not measure actual advertising effectiveness or minute-level ad exposure. It does, however, provide a clear empirical map of what kinds of radio advertising formats and durations are most compatible with weekday in-car listening in Lithuania.\\u003c/p\\u003e\"},{\"header\":\"9. Limitations\",\"content\":\"\\u003cp\\u003eThe survey is cross-sectional and based on self-reports, so it cannot support causal claims. The study focuses on weekday in-car listening and does not address other listening environments. The survey measures noticed formats and stated preferences rather than verified behavioral outcomes such as recall or purchase.\\u003c/p\\u003e \"},{\"header\":\"Declarations\",\"content\":\"\\u003cp\\u003e\\u003cspan\\u003eAt the beginning of the survey, participants were presented with consent questions, and informed consent was obtained from all participants prior to their participation in the study.\\u003c/span\\u003e\\u003c/p\\u003e\\u003cp\\u003e\\u003cstrong\\u003eAuthor Biography\\u003c/strong\\u003e\\u003c/p\\u003e\\n\\u003cp\\u003eGedas Kucinskas is affiliated with ISM University of Management and Economics in Vilnius. His research interests include media audiences, advertising effectiveness, and radio listening behavior in changing audio environments.\\u003c/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eAbout BPN LT\\u003c/strong\\u003e\\u003c/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eAcknowledgments and Funding.\\u0026nbsp;\\u003c/strong\\u003eThe survey analyzed in this paper was conducted online and financially supported by BPN LT. BPN LT is one of the leading media planning agencies in Lithuania and has consistently contributed to the development of media planning in the country. Under the leadership of head scientist Gedas Kucinskas, the agency works on media-mix strategies and advanced measurement approaches, including marketing mix modeling and geo-lift analysis in Lithuania.\\u003c/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eDisclosure on AI Use\\u003c/strong\\u003e\\u003c/p\\u003e\\n\\u003cp\\u003eAI tools were used for language support only, including readability improvement and spelling correction. The research design, data analysis, interpretation, and conclusions were developed and verified by the author.\\u003c/p\\u003e\"},{\"header\":\"References\",\"content\":\"\\u003col\\u003e\\n \\u003cli\\u003eFossen, B. L., P. Kim, and I. Chae. \\u0026ldquo;The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?\\u0026rdquo; Journal of Marketing Research (2025). https://doi.org/10.1177/00222429251350657\\u003c/li\\u003e\\n \\u003cli\\u003eHo, V. T. \\u0026ldquo;Advertising Avoidance: A Literature Review.\\u0026rdquo; Independent Journal of Management \\u0026amp; Production 12, 1 (2021): 185\\u0026ndash;200. https://doi.org/10.14807/ijmp.v12i1.1264\\u003c/li\\u003e\\n \\u003cli\\u003eMichelon, A., S. Bellman, M. Faulkner, J. Cohen, and J. Bruwer. \\u0026ldquo;Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More.\\u0026rdquo; Journal of Advertising Research 64, 2 (2024): 175\\u0026ndash;191. https://doi.org/10.2501/JAR-2024-008\\u003c/li\\u003e\\n \\u003cli\\u003eMoe, M. \\u0026ldquo;Podvertising II: \\u0026ldquo;Just Like My Best Friend\\u0026rdquo; \\u0026ndash; Relationships in Host-read Podcast Advertisements.\\u0026rdquo; Journal of Radio \\u0026amp; Audio Media 30, 1 (2023): 362\\u0026ndash;386. https://doi.org/10.1080/19376529.2021.1960840\\u003c/li\\u003e\\n \\u003cli\\u003eSpeck, P. S., and M. T. Elliott. \\u0026ldquo;Predictors of Advertising Avoidance in Print and Broadcast Media.\\u0026rdquo; Journal of Advertising 26, 3 (1997): 61\\u0026ndash;76. https://doi.org/10.1080/00913367.1997.10673529\\u003c/li\\u003e\\n\\u003c/ol\\u003e\"}],\"fulltextSource\":\"\",\"fullText\":\"\",\"funders\":[],\"hasAdminPriorityOnWorkflow\":false,\"hasManuscriptDocX\":true,\"hasOptedInToPreprint\":true,\"hasPassedJournalQc\":\"\",\"hasAnyPriority\":true,\"hideJournal\":true,\"highlight\":\"\",\"institution\":\"BPN LT\",\"isAcceptedByJournal\":false,\"isAuthorSuppliedPdf\":false,\"isDeskRejected\":\"\",\"isHiddenFromSearch\":false,\"isInQc\":false,\"isInWorkflow\":false,\"isPdf\":false,\"isPdfUpToDate\":true,\"isWithdrawnOrRetracted\":false,\"journal\":{\"display\":true,\"email\":\"info@researchsquare.com\",\"identity\":\"researchsquare\",\"isNatureJournal\":false,\"hasQc\":true,\"allowDirectSubmit\":true,\"externalIdentity\":\"\",\"sideBox\":\"\",\"snPcode\":\"\",\"submissionUrl\":\"/submission\",\"title\":\"Research Square\",\"twitterHandle\":\"researchsquare\",\"acdcEnabled\":true,\"dfaEnabled\":false,\"editorialSystem\":\"\",\"reportingPortfolio\":\"\",\"inReviewEnabled\":false,\"inReviewRevisionsEnabled\":true},\"keywords\":\"radio advertising, Lithuania, ad length, host-read advertising, in-car listening, audio advertising\",\"lastPublishedDoi\":\"10.21203/rs.3.rs-9557120/v1\",\"lastPublishedDoiUrl\":\"https://doi.org/10.21203/rs.3.rs-9557120/v1\",\"license\":{\"name\":\"CC BY 4.0\",\"url\":\"https://creativecommons.org/licenses/by/4.0/\"},\"manuscriptAbstract\":\"\\u003cp\\u003eUsing a 2025 online survey of 500 respondents in Lithuania, this paper examines which radio advertising formats are most salient to weekday in-car listeners and what ad durations they prefer. The results show three strong patterns. First, standard radio spots remain the most frequently noticed format, while longer brand-story formats are almost absent. Second, short advertising is clearly preferred: 53.6 percent prefer ads of up to 10 seconds, whereas only 1.4 percent prefer ads lasting 30 seconds or more. Third, ad-format and length preferences vary by age. Host-read advertising is more salient among younger listeners, while older listeners are less likely to prefer short ads and more likely to say that ad duration does not matter. The findings suggest that the Lithuanian in-car audio environment rewards brevity and penalizes format complexity.\\u003c/p\\u003e\",\"manuscriptTitle\":\"Radio Format Salience and Ad-Length Preferences in Weekday In-Car Listening in Lithuania\",\"msid\":\"\",\"msnumber\":\"\",\"nonDraftVersions\":[{\"code\":1,\"date\":\"2026-05-08 08:17:56\",\"doi\":\"10.21203/rs.3.rs-9557120/v1\",\"editorialEvents\":[{\"type\":\"communityComments\",\"content\":0}],\"status\":\"published\",\"journal\":{\"display\":true,\"email\":\"info@researchsquare.com\",\"identity\":\"researchsquare\",\"isNatureJournal\":false,\"hasQc\":true,\"allowDirectSubmit\":true,\"externalIdentity\":\"\",\"sideBox\":\"\",\"snPcode\":\"\",\"submissionUrl\":\"/submission\",\"title\":\"Research Square\",\"twitterHandle\":\"researchsquare\",\"acdcEnabled\":true,\"dfaEnabled\":false,\"editorialSystem\":\"\",\"reportingPortfolio\":\"\",\"inReviewEnabled\":false,\"inReviewRevisionsEnabled\":true}}],\"origin\":\"\",\"ownerIdentity\":\"7fc98fe3-295e-4a77-b185-fdd078673bc2\",\"owner\":[],\"postedDate\":\"May 8th, 2026\",\"published\":true,\"recentEditorialEvents\":[],\"rejectedJournal\":[],\"revision\":\"\",\"amendment\":\"\",\"status\":\"posted\",\"subjectAreas\":[{\"id\":67188584,\"name\":\"Marketing\"}],\"tags\":[],\"updatedAt\":\"2026-05-08T08:17:56+00:00\",\"versionOfRecord\":[],\"versionCreatedAt\":\"2026-05-08 08:17:56\",\"video\":\"\",\"vorDoi\":\"\",\"vorDoiUrl\":\"\",\"workflowStages\":[]},\"version\":\"v1\",\"identity\":\"rs-9557120\",\"journalConfig\":\"researchsquare\"},\"__N_SSP\":true},\"page\":\"/article/[identity]/[[...version]]\",\"query\":{\"redirect\":\"/article/rs-9557120\",\"identity\":\"rs-9557120\",\"version\":[\"v1\"]},\"buildId\":\"XKTyCvWXoU3ODBz1xrDgd\",\"isFallback\":false,\"isExperimentalCompile\":false,\"dynamicIds\":[84888],\"gssp\":true,\"scriptLoader\":[]}","source_license":"CC-BY-4.0","license_restricted":false}