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Highly energetic ads can turn off TV viewers
People watching a sad movie or TV show respond 50 per cent more favourably to a moderately energetic commercial than to a peppy one, new research has found. The findings suggest that marketers and ad buyers might want to opt for ads that are only moderately energetic as opposed to ads with boundless energy and pep.In the study, 142 people watched one of two short videos: a clip from the 1979 movie \"
New York: People watching a sad movie or TV show respond 50 per cent more favourably to a moderately energetic commercial than to a peppy one, new research has found. The findings suggest that marketers and ad buyers might want to opt for ads that are only moderately energetic as opposed to ads with boundless energy and pep.In the study, 142 people watched one of two short videos: a clip from the 1979 movie "The Champ," in which a young boy cries over the death of someone close to him; and a clip from a documentary about Albert Einstein.
The study found that viewers who had watched the clip from "The Champ" were experiencing a deactivating emotion, spent less time watching the highly energetic commercial, compared with viewers who watched the moderately energetic commercial and viewers who had watched the Einstein clip were in a neutral state, spent just as much time watching the highly energetic commercial as they spent watching the moderately energetic commercial.
