ThinkboxThis month’s chart of the month features in Richard Shotton’s recent ‘The Value of TV: A Behavioural Science Perspective’. It shows how reaching people during positive moments increases the likelihood of an ad being noticed.
The chart is from a study by Fred Bronner, a professor of advertising at the University of Amsterdam. Bronner asked 1,287 participants to flick through a newspaper and then answer questions about the ads they remembered.
This data was then split by reader’s mood, with results showing that those who were happy recalled 52% of ads, whereas those who were unhappy noticed just 35%. Additionally, stress levels were also important as relaxed participants noticed 54% of ads whereas those who were stressed remembered just 36%.
This shows…well, it’s pretty obvious what it shows, but we’ll spell it out anyway: there’s huge potential in targeting consumers’ moods.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- December: Creatively consistent brands report more very large business effects
- September: Optimal ad mix varies dramatically by product sector
- July: Linear TV creates nearly half of all ad-generated profit
- June: TV has the highest weekly saturation point
- May: TV (Linear and BVOD) accounts for over half of all ad-driven profit
- April: The TV screen drives the highest ad recall of all devices
- January: TV is a trusted medium
- December: Auditory attention more resilient to distraction than visual attention
- October/November: Auditory attention more resilient to distraction than visual attention
