ThinkboxThis month’s Chart of the Month draws on findings from ‘Context Effects’ showcased at Thinkbox’s recent ‘In Sight: new trends in TV’ event.
The ‘Context Effects’ study, conducted by Map The Territory and Tapestry Research, is based on qualitative and videographic methodology to observe viewing habits, combined with quantitative research and statistical analysis. The study identified the key contextual factors that drive ad recall at home such as professional video content, a big screen, being with company and the mood of those watching. The study also found that being in the living room facilitated these factors most effectively making it the perfect place for advertising.
Looking specifically at the impact of the size of the screen, analysis found that TV screens drove 60% higher ad recall than tablets or smartphones and 34% higher than computers.
For more insight into the effect context has on the impact of ads, watch ‘In Sight: new trends in TV.’
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- January: TV is a trusted medium
- December: Auditory attention more resilient to distraction than visual attention
- October/November: Auditory attention more resilient to distraction than visual attention
- September: Creativity is the biggest advertising profitability multiplier within our control
- August: Sustaining ESOV essential for brands in 2023
- July: 30 second ads deliver the greatest impact
- June: Late evenings and weekends are valuable dayparts when targeting ‘Reach Extenders’
- May: Electric/hybrid vehicles are motoring ahead in TV advertising
- April: B2B TV advertising spend has doubled since 2018
- March: Commercial broadcasters are unrivalled for scale
- February: Broadcaster TV was two thirds of Barb’s identified viewing in Dec 2022
