Innerscope Research: TV Effectiveness Study
This study found that television was the most effective medium at delivering high emotional and cognitive responses to advertising.
Innerscope observed 100 male and female participants aged 18-49 as they experienced the advertising of 24 national brands within the following media environments:
· TV ads were viewed within a 30-minute episode of Two and a Half Men
· Radio ads were heard while listening to 15 minutes of Toronto's CHUM FM during a virtual drive
· Online ads were viewed while surfing msn.ca for 15 minutes
· Newspaper ads were viewed while reading the Vancouver Sun's Life section for 30 minutes
The study biometrically measured consumers' unconscious emotional responses. These measures were captured with a lightweight wireless vest that monitors skin sweat, heart rate, respiration and movement. Eye tracking and measures of intensity and synchrony were condensed and analyzed to determine moment-by-moment, as well as overall, emotional engagement.
The study found that television spots were more effective at generating high emotional engagement and aided next-day recall than online video, online display, radio and newspaper.
Results showed that television ads delivered:
· Three times higher emotional engagement and three times higher aided next-day recall than radio ads.
· 1.8 times higher emotional engagement and 1.4 times higher aided next-day recall than online video ads.
· Five times higher aided next-day recall than online display ads.
· 5.5 times more total emotional engagement and comparable aided next-day recall than newspaper ads.
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