Energetic TV Ads Can Turn Off Viewers
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. Read more »