How 'right-brained' TV ads attract and hold consumer attention – as well as drive emotion

Analysis by research company System1 and attention-tracking firm TVision have established that the same creative techniques deliver TV ads that perform strongly in terms of both emotion and attention.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands