TV advertisers told to ‘take a break’ by new study

Flake had the right idea

Flake had the right idea

It seems that ‘softy softly catchy monkey’ is increasingly good advice for any advertiser.

According to new OTT research, TV ads with a “high energy feel” can be less effective when embedded within serious TV drama – and since this genre nowadays dominates TV schedules, constituting 40% of programming, the zany, upbeat ad (the norm in advertising for some time) could soon find itself a thing of the past.

The research, by Nancy Puccinelli, was based on six studies with a total of 900 people who were shown a range of TV commercials and their responses carefully monitored. Analysis of commercials on streaming service Hulu  showed that over 80% of the commercials embedded were rated to be “relatively energetic.”

However, the research suggests that when advertisers run commercials in media that induces a deactivating emotion (e.g. sadness, relaxed, contentment) they should avoid running highly energetic commercials (e.g. with upbeat music). Additionally, this research recommends that advertisers need to consider how the media induced emotion interacts with the energy level of their commercial. In cases where advertisers are buying bulk time and have less information about programming, a safer strategy would be to run moderately energetic commercials.

“These findings could be ground breaking in the way that advertisers and companies place TV adverts and even the way they produce them,” comments Puccinelli. “With the huge investment and expectations that companies seek through TV and online advertising, a slightly different approach could radically change the impact on a consumer.”

Tom Eslinger, Worldwide Creative and Digital Director, Saatchi & Saatchi will be asking ‘What is the Advertisers Impact on Multiscreen?’ at this year’s TV Connect (28 – 30 April 2015 ExCel, London). Click here for booking and more info.


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