TakeAway: New research done from viewership of shows on DVRs have found that — depending on the type of show — certain placement of the ad leads to better returns for recall and remembering of the ad.
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Excerpted from AdAge, “Finding the ‘Sweet Spot’ for ads in your favorite TV shows” by Brian Steinberg , April 11, 2011
Analysis of second-by-second viewing data from Tivos/DVRs suggests that shows have a “sweet spot” for advertisers — a particular moment where commercials running in the program were more effective and received better by the audiences watching them?
Among the findings…:
- Attention paid to the ads accompanying initial segments of many CBS procedurals — including “CSI: Miami,” “NCIS” and “Criminal Minds” — is more substantial than that accorded ad breaks during other parts of the programs. …CBS’s programming is consumed …by viewers wanting to sample the opening segment of the show. …where a crime is committed (and, oftentimes, comes with gore or violence) and viewers are likely trying to see if they like the set-up or if they’ve seen the episode in the past, ….
- Viewers of NBC’s “Law & Order: SVU” paid the most attention during the last ad break in the show.
- Heavy attention is paid to different moments in different sitcoms. Viewers of ABC’s “Modern Family” and NBC’s “30 Rock” paid the most attention during the last ad breaks in the programs (which often come before quick, funny segments that run alongside credits), while viewers of CBS’s “Big Bang Theory” paid the most attention to the first ad break in the half-hour comedy.
- Viewers pay the most attention to the last ad break of many serial dramas … the ad breaks that precede segments in which networks tantalize viewers by offering scenes from the next episode.
Studies also indicate that DVR users tend to focus more intently on the show they’ve recorded and may not multitask.
Edit by HH
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