Advertising on SRF is best remembered

A study by Admeira and Createxy shows that television advertising on SRF stations is well received by the audience and achieves the desired effect. Test persons were shown an advertising block on various TV stations. The study came to the conclusion that TV advertising on SRF 1 and SRF 2 is better remembered than on other stations.

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Graphic: Advertising block duration (source: Admeira.ch)

The current Admeira study "AdRecall-Uplift" evaluates the influence of the factors advertising block length, channel environment and advertising impression on the advertising impact contribution of TV advertising. Using new technical research possibilities, Admeira and Createxy experimentally examined the three factors and measured the advertising impact.

While the test persons watched a TV programme with TV advertising in five different settings of 60 persons each, the eye contact and the emotions of the test persons were recorded with the laptop camera. In advance, the existing assessment of the broadcast environment was questioned and afterwards it was determined how the subjects had perceived the commercial break ("advertising impression") as well as which spots they could still remember ("recall value").

The five experimental groups were exposed to a nine-minute TV program excerpt. The program was followed by the advertising trailer of the corresponding station and a uniformly composed commercial break with different commercial break lengths. The commercial break lengths of the respective stations corresponded to the real average commercial break lengths.

 

SRF: positive emotions and good memories

Of the channels tested, SRF 1 and SRF two have the shortest advertising breaks. Therefore, the spots on these channels receive more visual attention than elsewhere. The longer the commercial break, the lower the attention. The SRF commercial breaks trigger around 80 percent less negative emotions, which is explained by means of the facial coding results.

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Comparison of negative emotions. (Source: Admeira.ch)

In the "SRF 1" and "SRF zwei" test groups, significantly higher unaided recall is also achieved. On average, the advertising recall for the SRF advertising blocks is 56 percent higher than in the other three test groups.

The study thus shows that recall performance in the form of recall is closely related to the advertising appeal of TV stations and the length of the commercial break.

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Average recall by channel and spot (unaided). (Source: Admeira.ch)

While advertising impression has an effect on reactance, short advertising breaks increase the probability that advertising messages will be consciously remembered. According to the study, the two SRF stations SRF 1 and SRF zwei therefore have important influencing factors that generally favour the communication of advertising message and thus fulfil the basic prerequisite for influencing deeper advertising impact objectives such as brand preference or sales.

In the Admeira "AdRecall Uplift" study was chosen as the program for SRF 1 "Doctors vs. the Internet", SRF two "Grey's Anatomy", RTL "Schwiegertochter gesucht", Pro7 "Atlanta Medical" and 3Plus "Hawaii Five-0".

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