A paper in this month’s Journal of Marketing finds that viewers experiencing a deactivating emotion (such as sadness induced by a TV drama) will respond as much as 50% more favorably to moderately energetic commercials as opposed to highly energetic ones. Despite this, highly energetic commercials are common, with the analysis indicating that over 80% of the ads on one streaming service rated as relatively energetic.
The research suggests that when marketers advertise in a media context that induces a deactivating emotion (like sadness, relaxation, or contentment), they should avoid running highly energetic commercials. Also, “in cases where advertisers are buying bulk time and have less information about programming, a safer strategy would be to run moderately energetic commercials.”
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