This presentation, given during a “Deep Dive” session, provides more detail on one of the ARF’s original studies on context effects, part of the ARF’s “How Advertising Works, Today” project, starting with brief examples of recent studies conducted by ARF members that demonstrate different kinds of context effects:
The main focus of the presentation is an in-depth report on a series of lab experiments with neuroscience-based methods (biometrics, facial coding), conducted by MediaScience for the ARF, to gain new insights into how context effects come about. These experiments focus on the role of content seen prior to a commercial exposure and explore two questions:
The first group of experiments looked at seven emotions elicited by content preceding the ad and confirmed Priming/Halo effects: program emotion transfers into the ad break. Regarding the specific emotions tested, the research indicated:
The second group of experiments examined the impact of emotional “alignment”, or “match,” between content and commercials embedded in funny, sentimental, or informative content. Past research has shown that such alignment can boost ad effectiveness. This study confirms that, but shows that effects are specific and vary by program/ad content match:
Finally, the presentation notes the ARF will continue to explore this topic.