Abstract: The main challenge faced by the marketers and advertisers is regarding the calculation of return of investment on the marketing investments in earned media. In an emerging market like India where the emerging adults is also consumers and influential element in purchase decision, the scenario is more and more challenging as well as throws light on higher potential. Especially in television advertising the return of investment is better understood in terms of communication effectiveness and sales effectiveness. There are various factors that affect the effectiveness. The research study is to understand the antecedents to response to television advertising. Any audience watching television programs are interfered or interrupted by the advertisements. The gap in literature is on the identification of the most significant antecedents to the consumer’s “perception of advertisement interference” or commercial breaks. As per the study the independent variables termed as viewer program variables” are “cognitive and emotional involvement of consumers during the television program”, “viewers motive of watching television program” and “connectedness of television program”. This study helps the advertisers and marketers to understand the different types of consumer’s reactions and the effective way to communicate to the consumers amidst the clutter of advertisement they see during the commercial break of television program. The study was conducted by surveying 300 samples using a detailed questionnaire. The samples were selected from different cities in South India.