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.

Why it matters

The creative elements of TV spots have a central role in attracting and holding viewer attention. By making nuanced use of music, pacing and movement in ads, brands can achieve different effects among the television audience.

Takeaways

• Consumers distinguish energetic ads through associations such as being “fast”, “music”, “movement”, “upbeat” and “exciting”.
• The perceived energy levels of television spots were revealed to be highly correlated with psychological “arousal”...