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TV commercials

What Makes a Television Commercial Sell? – Using Biometrics to Identify Successful Ads via JAR

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data).

Key Takeaways:

  • Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness
  • The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures
  • Advertisers should establish in advance the desired audience response from any advertisement (e.g. laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved
  • Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value


To access this paper in its entirety, please go to thearf.org website and follow these 3 steps:

  • Login to your myARF
  • Click on “Journal of Advertising Research” on the left hand side menu
  • Locate the article (in italics below) in the search field on the page

Nielsen-Backed Study Finds Higher Ad Recall for Shows Viewed On TV Vs. Other Screens – via MediaPost (source: Nielsen, for the CRE)

The study was commissioned by the Council for Research Excellence (CRE) which is comprised of Nielsen clients who utilize funds allocated by Nielsen to conduct independent research. Hub Entertainment Research was selected to execute the work.

Hub conducted a 15-minute post-viewing online survey with nearly 2,000 respondents. The results showed that 62% were able to recall half or more of the advertisers on a conventional TV set, compared with 47% for tablets, 46% for smartphones and 45% for computers.

Using a 10-point scale to measure “attentiveness”, 29% rated TV in the “8-10” range, vs. 23% for smartphones, 20% for computers and 17% for tablets.

The findings suggest that the experiential differences are due to two primary factors — the size of the screen that consumers were watching, and the role multitasking plays when watching TV content on each platform.

Access full article from Mediapost

Original Research – “Evolution of TV: Measuring TV and Video Across All Screens” – Google

This presentation will discuss the difference between metrics that describe how many people see a commercial and how many times they saw it, compared with measures of actual ad impact.

Google predicts that this evolution will include census data and programmatic ad buying, which will deliver new capabilities that will be very welcome by marketers.

This evolution will also require trust and transparency as well as cooperation among a broad spectrum of players in the advertising ecosystem.

For more information visit Audience Measurement

MULTI-SCREEN INSIGHTS

Conference Paper – “The Economics of Attention: TV Ads That Trigger Sales” – Harvard/Tvision

Television commercials have always needed to capture the audience’s attention before communicating their message. Sometimes the TV is turned on in people’s homes as background noise, e.g., “the second screen” while our smartphones have become “the primary screen.” How should advertisers and their agencies adapt to this growing concern and create TV commercials that work when consumers are looking at the TV but not focusing on the brand message, or are not looking at the TV, or worse, aren’t even in the room?

The presenters will reveal findings on what ads get people to pay attention to the TV screen in 2015. And how they are fundamentally different from successful ads of 5 years ago.

From Broadcasting&Cable – “comScore Sends Clients First Cross-Platform Ratings”

The company said the ratings are based on fully integrated panel and census-based data sets and span linear TV, time-shifted TV, video-on-demand and digital viewing.

The ratings data goes back to the Fall of 2015 and is based on 37 million TVs for linear viewing, 117 million TVs for VOD and digital data.

“People are consuming content in smaller and smaller slices, and our clients want to know every opportunity they have to reach those individuals regardless of where, when and how they’re watching,” said Caroline Horner, SVP at comScore.

Both comScore and Nielsen have promised to produce syndicated cross-platform measurement products this year.

“It’s great to see the newly merged comScore move rapidly in this direction, and I look forward to seeing their preliminary data,” said Colleen Fahey Rush, EVP and chief research officer at Viacom.