ThinkboxContextual differences matter for brands. Evidence from Context Effects shows that the right in-home viewing environment can lift ad recall by up to 6.3 times. The study identified key contextual factors, mood is one of them. When we are happy in the living room, ad recall increases by 41%, 14% when relaxed and 49% when connected.
Data from IPA TouchPoints reveals that TV outperforms YouTube and Social Media in shaping positive emotional responses. Emotional responses on this chart are shown using indexes, scores above 100 indicate a higher likelihood of that emotion being felt, while scores below 100 indicate a lower likelihood.
Analysis shows that audiences are most likely to feel relaxed when watching TV (161), higher than both YouTube (123) and Social Media (113), TV is also the environment where people are least likely to feel sad (88) or stressed (52).
In contrast, YouTube and Social Media are much more likely to evoke negative emotions. Both YouTube (132) and Social Media (122) over-index for sadness.
To dive deeper into why mood and context matters, read more here: Context Effects
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
December: TV is the battery that charges other media
September/October: Twice as many people trust brands advertised on TV than YouTube
August: ‘Cheap media isn’t cheap if nobody’s watching’
July: As your business grows, the ROI from a more balanced mix gets better
May/June: When TV is on air, digital channel performance is uplifted by 13.7%
April: Ads benefit from a premium environment
March: Viewing to ad-supported quality content grows
January/February: Ads are noticed more when people are relaxed and/or in a good mood
