Think TV Study: Ads That Elicit A Strong Emotional Response Get Better Sales

Think TV Study: Ads That Elicit A Strong Emotional Response Get Better Sales
SHARE
THIS



TV advertisements that generate strong emotional reactions deliver a stronger sales impact, a new study by leading marketing science academic Professor Karen Nelson-Field has found.

The study, a continuation of Professor Nelson-Field’s groundbreaking Benchmark Series for ThinkTV, is being released as advertisers woo consumers with a festive flurry of emotionally-charged TV ads for the Christmas season.

As part of the Benchmark survey of more than 2,600 Australians, Professor Nelson-Field’s team asked 140 consumers to view 15 TV advertisements and classify their feelings upon viewing. Viewers were asked to classify the intensity of their reactions and whether their emotional responses were positive or negative. 

The Professor and her team then rated each ad’s sales impact using the well-established metrics of:

1.       Attention – how much their eyes were on the screen, measured using eye-tracking software

2.       Short-term advertising strength or STAS* (measured by how often brands were picked out by viewers in an online supermarket after they had watched a series of ads)

The study found that ads which generate a strong reaction, irrespective of whether or not the reaction is positive or negative, garner 16 per cent more attention than ads which elicit weak reactions.

Professor Nelson-Field’s findings also demonstrate the link between strong reactions to advertising and resulting sales impact. Ads which generated a high emotional response had a 30 per cent greater sales impact than ads which elicited a low response.

Professor Nelson-Field said: “As part of the Benchmark Series, our cross-platform study into the impact attention has on ad sales, we shone a spotlight on the role emotion plays on generating attention and resulting short term sales strength when it comes to TV ads.

“When TV ads elicit strong reactions they will deliver more sales but they are however difficult to create. It is important to recognise that getting your ad seen still plays a more important role: low emotion ads will still gain more attention when distributed on more visible platforms than a highly emotional ad that can barely be seen.”

Kim Portrate, chief executive of ThinkTV, said: “The timing of Karen’s latest findings couldn’t be better as we head into the Christmas selling season and brands seek to stir our emotions with their seasonal ad campaigns.

“We already know that TV is an experience and the complete story-telling media that captures the hearts of minds of Australians. It affords brands the time and space to create a beginning, middle and end, build tension and resolution, triumph or loss – and the ads are shown against premium quality content.

“Karen’s earlier work for us has also proved the positive impact on attention and sales that TV ads make because they are shown on 100 per cent of the screen 100 per cent of the time.

“This work is an important next step in ThinkTV’s mission to helping advertisers and agencies, including creative agencies, get the very best out of today’s multi-platform TV, which is brand safe, measurable, reaches more people faster than any other medium and makes advertisers more money than any other medium.”

Please login with linkedin to comment

Ad campaigns think tv

Latest News

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
  • Advertising

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success

Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]

by B&T Magazine

B&T Magazine
Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Ashley Madison Shifts From Shock To Female Empowerment
  • Media

Ashley Madison Shifts From Shock To Female Empowerment

Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]

by B&T Magazine

B&T Magazine
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
  • Advertising

72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO

Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]

Clems Melbourne Snares Charlotte Stevens To Head Myer Business
  • Advertising

Clems Melbourne Snares Charlotte Stevens To Head Myer Business

Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine
Young woman watching TV in the room
  • Partner Content

Household Targeting’s Role In The Cookieless Future

In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]

Partner Content

by B&T Magazine

B&T Magazine
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]