The theory of excitation transfer has been used to explain why residual stimulation from a program can heighten response to commercials aired within the program. This research examines the reverse phenomenon with commercial humor levels affecting the program. Higher humor levels in otherwise identical commercials were shown to enhance viewer enjoyment of humorous television programs in a 2 × 2 × 2 experimental design. Programs were rated on a composite measure labeled “program entertainment value.”

Many programs and commercials use humor to entertain and persuade viewers. This research examines the effect of levels of humor in program context on commercials and the perceptions of the products they advertise. Effects of humor levels in the commercials themselves are examined, as are effects of gender on perception of humor and product image. Increased program humor was detrimental to recall of products advertised. Gender, however, interacted with program humor levels. Products were viewed less negatively by men when they were exposed to commercials in a more humorous program context. The type of humor may explain why this did not hold for women because humor of a crass or sexual nature holds lower appeal for females. An increased level of commercial humor was found to be beneficial to recall and purchase intention.Comedy is the most popular genre of television programming, accounting for over 45% of the 100 highest rated television series of all time (Zillmann &

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