TORONTO – The results of a comprehensive biometric and eye tracking which revealed television to be the most effective medium at delivering high emotional and cognitive responses to advertising, was released today by the Television Bureau of Canada.
The research, presented today to marketers and advertising agencies at TV Day, part of the Institute of Communication Agencies’ Advertising Week, examined the advertising of 24 national brands and 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, according to the press release.
Innerscope Research conducted the research for TVB.
"Now more than ever advertisers are looking for irrefutable proof that their ad dollars are working effectively,” said Theresa Treutler, president and CEO of TVB. The organization needed to do this research “to provide advertisers with scientific proof that the money they spend on television advertising is money well spent.”
The study observed 100 male and female participants aged 18 to 49 as they experienced ads within each of the above mentioned media environments.
According to the TVB, the results showed television ads delivered:
• Three times more high emotional engagement and three times higher aided next-day recall than radio ads.
• 1.8 times more high 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.
“Marketers can use this insight to build more strategic campaigns across the media mix,” said Dr. Carl Marci, CEO and co-founder of Innerscope Research, in the release. “Each media type has its own strengths. Some appeal more cognitively, others more emotionally. The television environment appeals strongly to both – leading to the high engagement levels seen in this study.”
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; and newspaper ads were viewed while reading the Vancouver Sun’s Life section for 30 minutes.
Innerscope biometrically measured consumers’ unconscious emotional responses with its Biometric Monitoring System. These measures were captured with a lightweight wireless vest that monitors skin sweat, heart rate, respiration and movement. State-of-the-art 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.
