Television content that could be deemed controversial, such as that related to violence or drug use, does not have a significant effect on consumer responses to ads running while a program airs.

Such insights emerged from a study conducted by media giant Warner Bros Discovery and research firm MediaScience, revealed at the Advertising Research Foundation’s (ARF) AUDIENCExSCIENCE conference.

Why ad context matters

The goal of television programming is to leave an impression in the minds of viewers; such mindsets, however, could then be carried over into how viewers perceive ads that appear during the shows they watch. Understanding such effects...