Almost one-third of TV ads play in empty rooms: Survey

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Social media sites want it.

Insurance companies and pharmaceutical companies want it.

Fast food chains, sporting goods companies and car makers also want it.

what is that? Your attention.

Jularia Ukonite, Associate Professor of Dake Family, Faculty of Applied Economics and Business Administration, Charles H. Dyson, Cornell University, said: SC Johnson Business College

Liaukonyte, Matthew McGranaghan, MS ’14, Ph.D. Kenneth Wilbur, an assistant professor at the University of Delaware’s Alfred Learner Business and Economics University, and Kenneth Wilbur, a professor of marketing and analysis at the University of California, San Diego, used tools to track ad viewership. Monitor the TV, measure the presence of the actual viewer in the room, and focus on the screen. This survey analyzed 4 million ad exposures in a year.

Their findings, including the fact that nearly one-third of TV ads play in empty rooms and viewers can leave the room four times more than changing channels, are “viewer adjustments.” , Presence, and how attention reacts to advertising content. ”And Predicted Brand Search Lift ”, published February 9 Marketing science..

Paying thousands of dollars to advertise on TV is a big suggestion. Not as much as the Super Bowl, which costs $ 6.5 million to advertisers on this year’s 30-second TV spot. These advertisers expect at least a little value for a fair amount of money, but how do you know what value your ads are creating?

Advertising pricing relies on measuring the number of TVs tuned to a particular channel, not whether people are actually watching TV.

In this study, co-authors developed a TV performance metrics company that developed innovative technology to passively monitor who is in the room and what is actually displayed on the TV screen, while respecting the privacy of the viewer. We collaborated with TVision Insights.

“TVision offers long-needed updates to the metrics we use to signal the purchase of TV ads,” said McGranaghan. “Advertisers aren’t always on TV, they’re interested in what people are watching.”

“We wanted to quantify whether current industry standards do a good job of predicting what advertisers care about,” Liaukonyte said.

The indicator mentioned in the title of the paper, “Brand Search Lift,” refers to viewers who immediately access the Internet to find out more about a product after watching an ad on TV. New viewer presence and attention data predicts online search response, but not standard industry metrics.

“Analyzing real-time attention in real time shows that TV advertising can drive brand search, which is an important intermediate indicator of advertising effectiveness,” McGranaghan said.

Among other results, the team found that ad viewing behavior varied by channel, time of day, program genre, age, and gender. For example, older viewers tend to avoid ads by changing channels. Young viewers are more likely to avoid advertising by leaving the room or distracting their eyes. This may be due to multitasking on the second screen.

In addition, advertising for entertainment products (such as beer and video games) is most effective in retaining viewers, researchers say. The worst thing to keep an eye on is prescription drug ads, especially those in serious condition.

Of course, the researchers said the Super Bowl is a different animal in the field of television advertising than any other show. TV ad ratings during commercial breaks are usually tracked downwards in most cases, but according to McGranaghan, their data show that they’re actually increasing during the NFL’s big games. increase.

“If you’re not a football fan, you’re seeing these very expensive, sophisticated, and entertaining ads,” McGranahan said.

Liaukonyte said: “It’s like an Oscar for the advertising industry.”

OfflineTV ads encourage online purchases by Multitaskers

For more information:
Matthew McGranaghan et al, How Viewer Adjustments, Presence, and Attention Respond to Advertising Content and Predict Brand Search Growth Marketing science (2022). DOI: 10.1287 / mksc.2021.1344

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Cornell University

Quote: Almost one-third of TV ads play in empty rooms: Survey (February 11, 2022) https: // Obtained from February 11, 2022

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Almost one-third of TV ads play in empty rooms: Survey

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