Viewers more likely to tune into “high-energy” television ads

Stephen Whiteside

Television viewers are more likely to tune in to, or less likely to avoid, “energetic” ads, according to a study in the Journal of Marketing Research.

Viewers are more likely to tune in to – or less likely to avoid – “energetic” television commercials, a study published in the Journal of Marketing Research has argued.

The analysis – entitled “High-Energy Ad Content: A Large-Scale Investigation of TV Commercials” – drew on a sample of 27,000 spots, from 3,200 brands, that aired in US homes between 2015 and 2018. Additionally, it included 3,077 that ran during the Super Bowl, an annual sporting occasion that attracts a huge broadcast audience, from 1969 to 2020.

Leveraging consumer surveys and an algorithm developed for the research,...

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