MediaTel and WARC highlight research that suggests that “the funniness of an ad is not just a creative issue but also one of media placement. The perception of funniness can be boosted through channel selection or implementational tactics.” One Millward Brown study that ran identical creative on TV and cinema revealed differences in the proportion of respondents that said they “enjoyed the humor” — 61% for cinema viewers versus 52% for TV.
An older study from the University of Houston indicated that “the same piece of creative is regarded as funnier when seen by the viewer in a group setting: ads watched in a group of three were found to be 20% funnier than those watched alone.”
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