Media sales reps are used to clients buying ad time during local newscasts. New research shows that TV viewers are paying attention to ads during other types of programming, too. The research comes from the Environment and Advertiser Impact Study, which was commissioned by Scripps Networks. Nielsen conducted the study.
Nielsen’s research focused on the emotional engagement of viewers as they watched TV. Two hundred viewers were shown similar ads, which appeared in a variety of genres ranging from lifestyle to drama to sports and news programs in the Nielsen Consumer Neuroscience study. Another 4,400 viewers were asked to watch specific programs, which included targeted ads, during a related online quantitative attitudinal survey. The marketer categories included in this study were auto, consumer packaged goods, food and home, home improvement, finance, restaurants, retail and travel.
Dr. Carl Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience, points out that, “Strong creative grabs viewers’ attention, generates an emotional response and builds or reinforces long term memories.” In this case, the ads displayed during lifestyle programming resulted in a 22% higher impact on consumers, when compared to similar ads seen in other types of programming. As consumers became involved in the stories and issues being discussed in lifestyle programming, they were more engaged. This engagement crossed over to commercial breaks and positively impacted four key statistics:
- Interest in product being promoted
- Attention to brand
- Intent to seek information
- Purchase intent
In addition, the emotional engagement with ads on lifestyle shows was 52% higher than that generated by drama-style shows and 161% higher than event-related genres such as sports.
Media sales reps should share these statistics with marketers. They should know that buying ad time during specific types of content, specifically lifestyle programs, can boost consumer interest and purchase intent.