Survey results are announced that 30% of TV commercials are flowing in an empty room
It is said that it can cost millions of yen just to play one TV commercial, but if you turn it over, it is considered that the TV commercial is worth the cost. However, a new survey revealed that 30% of TV commercials are being played in empty rooms.
How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift | Marketing Science
Nearly a third of TV ads play to empty rooms | Cornell Chronicle
https://news.cornell.edu/stories/2022/02/nearly-third-tv-ads-play-empty-rooms
Various advertising industries are focusing on TV commercials because the advertising power of TV commercials is tremendous and can create one fashion. When it comes to the scale of the Super Bowl , which is the largest sporting event in the United States, it can cost as much as $ 6.5 million (about 760 million yen) to run a 30-second advertisement. Such pricing is based on 'the number of TVs tuned to the channel on which the TV commercial is played' rather than 'the number of people actually watching the TV commercial'.
So Matthew McGranahan and colleagues at the Operations Research and Management Science Institute worked with research firm TVision Insights to find out the specific number of viewers watching TV commercials.
McGranahan et al. Put an index such as 'Brand Search Lift' that digitizes the behavior when viewers search for products on the Internet immediately after watching a TV commercial, and a sensor equipped with human body recognition technology in front of the TV. We analyzed the audience using a
As a result, there is a tendency for each age group of viewers, such as 'older viewers avoid TV commercials by changing channels' and 'younger viewers avoid TV commercials by leaving the room or doing different things'. In addition, it turned out that '30% of TV commercials are played in an empty room.'
In addition, TV commercials for taste products such as beer and video games have the best bite to viewers, and on the contrary, TV commercials for medicines, especially TV commercials for medicines that have shown their effects on serious symptoms, are the best. I also know that it has a bad bite.
'We investigated whether this data was useful for advertisers' purposes and made it possible to distinguish between actual ad ratings,' said McGranahan and colleagues.
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