The Belgian effect. Impact of the break duration and the channel on TV ads

Transcription

1 The Belgian effect Impact of the break duration and the channel on TV ads

2 Context of the study Break duration 4:48 Break duration x 2 1:55 1:55 Zapping rate x 2 0% >6min 43% >6min Source : CIM TV South :00-26:00

3 Context of the study Break duration 4:48 Other impacts 1:55 1:55 Break duration Ad efficiency & ad acceptance 0% >6min 43% >6min Channel effect Source : CIM TV South :00-26:00

4 Mind Insights, cognitive sciences and marketing International scientific organization of universities teachers Centralizing and developing leading-edge methods around consumers insights An innovating approach of cognitive sciences

5 Mind Insights & IP, a fruitful collaboration TV Ad impact Impact of video ads according to the media The Belgian Effect Impact of the break duration and the channel on TV ads &

6 Television generates the most attention TV Ad impact TV generates 99% of attention (% time spent watching the screen), a much higher level than a news site or Youtube. Television 99% RTLinfo / (Ad completed) 69% (Ad stopped) 17% Source : MindInsights & IP TV - Study "Measuring the impact of the advertising effectiveness on different platforms : TV vs. Website RTL info vs. Youtube " - N = 84 person T June Eye tracking ad area time seen

7 A higher ad efficiency TV Ad impact Spontaneous recall of the brand Ad memorization is higher in TV. TV Television RTLinfo 32% 42% Youtube 15% 23% 0% Ad stopped Ad completed Source : MindInsights & IP TV - Study "Measuring the impact of the advertising effectiveness on different platforms : TV vs. Website RTL info vs. Youtube " - N = 84 person T June Eye tracking brand recall

8 Methodology

9 General methodology Laboratory : controlled realistic environment, specially set up for the study Cover story : study on musical tastes requiring «similar psychological states for all participants» Watching 2 TV sequences (random order) 108 subjects (63 women 45 men) Between 18 and 64 years

10 Details of the shown sequences SHORT SEQUENCE JINGLE PROGRAM 4 ADS 2 minutes JINGLE MEDICAL SERIES (BEGINNING) «Neutral» programs & ads pre-tested for their emotional charge LONG SEQUENCE 10 ADS 5 minutes idem

11 Analyzed impacts Breaks of different durations on the same channels Impact de la chaîne Impact of the break duration SHORT SEQUENCE LONG SEQUENCE

12 Analyzed impacts Breaks of same duration on different channels Impact of the channel SHORT SEQUENCE LONG SEQUENCE

13 Breaks duration Results

14 Ad efficiency (spontaneous recall) Ad memorization is is 55% higher in a short break. SHORT BREAK +55% +31% +38% vs LONG BREAK Brand Product Product category Design The effect is also higher on the content and visual aspects (product category and design). Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

15 Level of ad acceptance 39% x2 Ad acceptance is 2x higher for the short breaks. Short break Long break 21% "I haven't been bothered by the ads at all" Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

16 Results supported by other studies Spontaneous recall Spontaneous recall of the brand is 44% higher for shorter breaks +44% Short break (7 or 9 spots) Long break (14 spots) Les écrans courts, France TV publicité et Harris interactive, mars 2016, N=3310

17 Conclusion : impact of the break duration Short break = Memorization +55% Short break = Acceptance x2 Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

18 Channel effect Results

19 Channel effect on the memorization Brand recall Equal conditions Short breaks Real conditions Short breaks on RTL, long breaks on TF1 +42% +76% vs vs Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

20 Attitude towards advertising I like this ad vs +18% Ads broadcast in an RTL TVI s context are more appreciated than on TF1. Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

21 Conclusion : channel impact = +76% memorization = +18% appreciation Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

22 Conclusions

23 Conclusions TV Ad impact The Belgian Effect TV Vs Youtube/ site info Ad in a SHORT BREAK (2 min.) On a BELGIAN channel Higher impact on AD EFFICIENCY and AD ACCEPTANCE

24 The Belgian effect : summary The Belgian effect demonstrates the higher impact of ads broadcast on Belgians channels vs TF1 on a Belgian audience, due to the combination of two effects : the break s duration and the context of the channel («the channel effect»). The study clearly shows that ads broadcast in a shorter break have a higher impact on memory (+55%) and on ad acceptance (x2). The study also tackles the channel effect : in breaks of the same duration (experimental conditions), an ad broadcast on a Belgian channel (RTL TVI) has more impact on memory than the same ad broadcast on TF1 (+42%). In real conditions (in a short break on RTL TVI and a long break on TF1), the impact is even higher (+76%) (spontaneous ad recall). Source : The Belgian effect, impact de la durée des écrans et de la chaîne sur la publicité TV, Mind insight & IP Belgium, 2017, n= 108

25 TV Ad impact : summary The TV ad impact shows that television generates the most attention and the best memorization, compared to a news site and Youtube. The study uses an eye-tracking method (device tracking the gaze direction) combined to one-to-one interviews to measure and qualify the attention, memorization and ad acceptance of the same ads in three differents contexts. An ad on television delivers the best attention, being watched 99% of the time (eyes focused on screen) while on a news website (RTL info) the same ad is being watched only 69% of the time, the same result as on Youtube when the ad was not skipped. When the ad was skipped on Youtube, the time spent on screen amounted to only 17% of the ad duration (the eyes focusing on the «Skip ad» button most of the time prior to skipping). The memorization (spontaneous recall of the brand) was also the best on television (42%) vs on the news website (32%) and Youtube (15%) Source : MindInsights & IP TV - Study "Measuring the impact of the advertising effectiveness on different platforms : TV vs. Website RTL info vs. Youtube " - N = 84 person T June Eye tracking