Context matters: Emotions and ad effectiveness

Details research that looks at the relationship between ad effectiveness and viewers' emotional responses to television shows.
  • Marketers can more effectively use TV's ability to connect with consumers by considering the emotional tonality of ads when selecting programming and networks in their media plans.
  • The right message, delivered to the right viewer, and in the right emotional context, will yield the greatest return on advertising investment.
  • To demonstrate how ads, like television shows, elicit an emotional response from viewers, this paper applies 'EmotionalDNA', a proprietary research and analytic framework, which aggregates viewers' emotional responses to thousands of Primetime TV shows to produce an 'EmotionalSignature' for each show.
  • The research also included a pre-test, which...

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