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13 June 2022
‘Energetic’ TV ads attract viewers
Creativity & effectivenessTV & Connected TV effectivenessTV & Connected TV planning & buying
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.