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Examines the penetration of television advertising in relation to the qualitative contents; continuity of the advertising; exposure patterns; and whether or not the advertising is for a new product. Results were found that advertisements with positive cognition and/or effect achieved deeper penetration than those with negative such. It was also found that series advertising using the same spokesperson and/or the same tone of appeal achieved deeper penetration than non‐series advertising and that penetration began to reach saturation by non‐series advertising earlier than by series advertising. Long‐term exposure raised its penetration level when its frequency of contact increased. Short‐term exposure made penetration begin to reach saturation earlier than long‐term exposure. Further, it was found that advertising for existing products achieved deeper penetration than advertising for new products.