TV Ads 'Best for Engagement'

In Canada, a study conducted for a television industry client by biometrics specialist Innerscope Research suggests the medium comfortably outperforms others in securing high emotional and cognitive responses to ads.

The study, conducted on behalf of The Television Bureau of Canada (TVB), used biometrics and eye tracking to examine the advertising of 24 national brands. It was conducted among 100 male and female participants aged 18-49 as they experienced ads on TV, online video, online display, radio and newspaper.

Innerscope measured consumers' unconscious emotional responses with its 'Biometric Monitoring System'. These measures were captured through the firm's wireless vest that monitors skin sweat, heart rate, respiration and movement.

Eye tracking and patent-pending measures of intensity and synchrony were condensed and analyzed to determine moment-by-moment, as well as overall, emotional engagement.

Results indicated that TV spots were more effective at generating high emotional engagement and aided next-day recall than any of the other media environments.

Compared with radio ads, TV's high emotional engagement and aided next-day recall were each three times higher. Versus online video ads, high emotional engagement was 1.8 times greater and aided next-day recall 1.4 times higher. Versus online display ads, aided next-day recall rate was five times higher; and with newspaper ads, TV produced 5.5 times more total emotional engagement and comparable aided next-day recall.

'Marketers can use this insight to build more strategic campaigns across the media mix,' stated Innerscope co-founder and CEO Carl Marci. 'Each media type has its own strengths, and some appeal more cognitively, others more emotionally. The TV environment appeals strongly to both - leading to the high engagement levels seen in this study.'

Web sites: www.tvb.ca and www.innerscope.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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