System1’s five tips to deliver more effective television ads

Stephen Whiteside

System1, the research firm, has developed various recommendations for boosting the effectiveness of TV ads based on a significant body of analysis.

System1, the research firm, tests every TV commercial that airs in the US and UK, and rates each spot on its projected short-term and long-term sales impact.

And recent analysis by the Venice, California-based company identified a major shift toward “left-brain” television advertising (think repetitive, literal, factual and explicit) rather than “right-brain” messaging (with greater depth, context, questioning and self-awareness).

One consequence of the trend, according to System1, has been a demonstrable skewin the direction of the short-term impact yielded by “left-brain” communications, and a simultaneous neglect of the extended brand building that is...

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