Ad timing also matters. Although a show may be generally arousing, a specific scene in that show may be more activating than others. In crime shows, for example, the anxiety often peaks somewhere in the middle. When the crime is solved at the end, all tension dissipates. In game shows, excitement—and therefore arousal—is highest when contestants are about to find out how much they’ve won. We may end up talking more about ads that show up close to these exciting moments.
