The TV marketing body Thinkbox have just released some research commissioned through Neuro-Insight which reveals the correlation between TV advertising creative and long-term memory encoding (LTME), thought to influence decision making and future behaviour.

The research reveals that TV ads which include contrast, breaks and pauses delivered a 20% higher response than ads without these elements, and that real people, humour and emotion increased LTME by 15%.  We all know how powerful music is in invoking emotion, so unsurprisingly the research found that music is a key factor in increasing LTME, with 14% higher response seen from ads that matched the music with what was on screen compared to those where music was a recessive background feature.  And ads which featured music from 2000 and prior had an 8% higher response than those featuring more recent hits. Celebrity endorsement had no significant impact unless the celebrity delivered the call to action in the ad, which then increased memory encoding by 13%.  Overt selling of products focusing on hard facts and scientific information ranked low on LTME, as did claims, demonstrations and excessive narrative.  Interesting stuff, and backs up what we’ve been talking to our clients about for many years.  You only have to spend time watching TV in other countries (or even spot the ads in UK programming which are clearly dubbed from other territories) to realise how fantastic the UK creative industry is in delivering exceptional TV advertising which really delivers on building fame and emotion for brands.  Collaboration between clients, creative agencies and media agencies right at the start of the planning process will help ensure that no opportunity is wasted in delivering well-constructed advertising campaigns, achieving maximum bang for your marketing buck. 

7th March 2016