TORONTO – TV viewers who fast forward through commercials still absorb the messages due to their “heightened state of awareness,” especially if they have seen the ad before, says a study.
The US Advertising Research Foundation analyzed 388 case studies from 7 US research suppliers, asking whether the effectiveness of TV impressions changed over time, and if TV remains a “reasonable option in the media mix”.
Among the study’s conclusions were that viewers are in heightened states of awareness while fast forwarding, which enables an ad’s commercial message to sink in. TV advertising’s effectiveness was found to be “increasing,” and the medium appears to “work best” at generating brand awareness.
“This is very reassuring news to all of us who believe in the effectiveness of television advertising,” says Television Bureau of Canada president and CEO Theresa Treutler. “Clearly television remains as the most effective way to convey consumer messages and build brands.”
