Advertising in a low interest category

From financial services to frozen vegetables, some types of product are undeniably less interesting than others.

Advertising in a low interest category


Certainly, there are very significant differences in category interest. We find category interest scores ranging from 14 percent for financial services and 23 percent for frozen vegetables to around 80 percent for skincare products and perfumes.

A common response to this is for clients and their agencies to try to make their ads look as if they are for something else, on the grounds that this is the only way to hold viewers' attention.

But for TV advertising, such an approach simply isn't justified. In the U.K.,...

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