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Viewer Pre-Dispositions to Seeing an Ad in an Unexpected Language
Ben Cunningham – Director, Ad Experience Measurement, NBCUniversal
Simran Srinivasan – Product Manager, Video Products, NBCUniversal
Ben Cunningham and Simran Srinivasan of NBCUniversal shared their research on whether ad effectiveness changes when the language of the ad and the content is not aligned. They specifically examined what was working and not working when targeting Spanish language speakers. Their methodology included a three-phase approach, starting with a qualitative study in local markets with high Hispanic populations (e.g., LA, Miami) as well as through virtual groups to better understand their tolerance for language fluidity that is happening on their connected TVs. This was followed by a quantitative phase (n=7,200) with an experimental design where participants were recruited to watch content as though they were watching on Peacock with similar ad loads. A post-exposure survey was conducted to evaluate brand effectiveness, ad effectiveness and general perceptions towards the experience. This phase was paired with biometric research where they used facial coding to track the information processing and unconscious responses. They tested Spanish vs. English language ads in English and Spanish language content. Overall, they found that people generally understand ads in a different language, it doesn’t affect the enjoyment of the show and there was not much difference on recall. Key findings: For Spanish language ads in English language content:- Strong visuals still carries the message: 78% generally understand the ads that were in a different language than the content even if they are English-only speakers.
- Seventy-one percent said that it was not disruptive to their experience to see ads in a different language than the content.
- There was only a 3pt difference in recall for English ads (46%) vs. Spanish ads (43%) seen in English language content. However, there was a 10% boost in recall among the Spanish dominant group for Spanish-language ads and a 10% decline in recall for Spanish-language ads among the English-only group.
- There was not much loss of attention or processing power from beginning to the end of the Spanish language ads for all test groups (English only, bilingual and Spanish dominant).
- Previous exposure to both English and Spanish language content is the top determinant in ad language receptivity. The group with the most exposure to both languages is the most receptive to the ad itself.
- There is an actual opportunity to use English language content as an effective place to reach Spanish and bilingual speakers.
- There is a need to be super careful and thoughtful about how we define audience segments as there is a loss of effectiveness when we reach the wrong person too many times.