Television spots can use the same creative techniques to maximise attention and emotional responses from viewers – but many ads ignore these best practices altogether.
Such insights emerged from an analysis of 195 TV commercials using the ad-ratings service developed by research firm System1, which hands each ad a score of between one and five stars depending on its emotional impact, and TVision, a measurement company that tracks attention.
Their results confirm that ‘right-brain’ ads– typically displaying qualities like a focus on well-defined characters, a clear sense of time and place, and meaningful relationships – outperform on both...