Short blocks (up to 4 spots) significantly increase advertising notoriety. What role does the duration of the creative play? Do special formats work? We clear up doubts in a study for the Spanish media group Atresmedia.
Designing more efficient advertising planning involves understanding which variables make one ad more memorable than another. To define them in the television medium, we have developed the Empirical Study of Advertising Effectiveness for Atresmedia Publicidad, in which we have monitored and analyzed a Netquest panel to detect the spontaneous recall generated by the advertising broadcasted in the prime time of ** the network Antena 3.
The study concludes that short blocks (up to 4 spots) significantly increase advertising awareness. In addition, it clears up questions around these three axes.
This data is of enormous value to advertisers and agencies on how to plan and choose between different options to improve campaign awareness, and is based on two key methodological advantages brought by FLUZO:
To be able to measure passively /observationally -to know what kind of specific advertising an individual has been exposed to without having to ask them anything or rely on their memory, as in traditional post-testing- and to have a single-source that allows to survey that same individual to find out how these variables affect their recall;
To be able to collect data and moments that were inaccessible until now and that are crucial to correctly dimension the consumption of advertising, such as viewing outside the home, with family, friends, in bars, etc., or from second televisions at home.