TV Advertising Insights: Emotion, Fame, and Success Signals
Explore the power of TV advertising in driving emotion, fame, sales, and success signals. Discover how TV ads evoke emotion, generate sales, and build trust, leading to strong popularity signals and consumer engagement. Gain insights into the impact of TV advertising on different media platforms and the effectiveness of emotional appeals in marketing campaigns.
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Presentation Transcript
TV drives emotion and fame Panini The GOAT of Swaps
Fame and emotion generate the most sales and profit 70% 58% % OF CAMPAIGNS REPORTING VERY 60% 50% 39% LARGE GAINS 40% 30% 20% 10% 0% Sales Profit Fame Emotive Informative Persuasive Source: Marketing in the Era of Accountability , 2007, IPA
TV ads evoke emotion more than ads on other media % who selected each medium TV Social Media Radio YouTube Cinema Magazines Outdoor Newspapers Search Direct Mail Websites 57% 28% 19% 13% 12% 12% 12% 11% 10% 6% 3% Sticks in their memory 52% 35% 13% 21% 16% 5% 6% 6% 4% 2% 3% Makes them laugh 51% 30% 13% 19% 21% 9% 3% 7% 9% 3% 4% Entertains them 47% 17% 6% 10% 15% 5% 3% 9% 4% 2% 2% Makes them feel emotional 40% 27% 10% 12% 14% 15% 8% 12% 14% 4% 4% They like 35% 6% 16% 4% 9% 12% 6% 19% 11% 6% 4% They trust Source: Adnormal Behaviour, 2022, Ipsos / Thinkbox. Q.TN3: In which, if any, of the following places are you most likely to find advertising that... Base: normal people (1,158)
TV ads drive the strongest popularity and success signals Social signals 70% SOCIAL SIGNALS (% POSITIVELY SCORING / 60% AGREEING TO STATEMENTS) 52% 50% TV Newspapers Magazines Radio Social media Video sharing sites 49% 48% 50% 44% 44% 43% 42% 41% 41% 41% 40% 40% 39% 39% 38% 38% 40% 37% 33% 32% 32% 31% 29% 30% 24% 20% 10% 0% Social signal Well known Popularity Success Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)
TV & radio signal the strongest emotional trust TRUST High & Automatic High, more effort 100% % Agree TV Radio Magazines Newsbrands Video sharing sites FAST! SLOW Social media Emotional Trust Rational Trust 0% Low & Automatic Avg RT Low, more effort Reaction time Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654). Please see notes for detail on implicit trust calculation.
