The results of a joint study by the Rey Juan Carlos University in Madrid and the company Publiespaña show that, audience and length being equal, new forms of television advertising generate better recall than spots.
A study by the Marketing department of Publiespaña and the Rey Juan Carlos University in Madrid, published in the ‘International Journal of Advertising’, has measured the effectiveness – in terms of recall – of unconventional forms of television advertising, such as programme sponsorship and internal and external telepromotions, in comparison with the traditional twenty second spots.
“Our study has shown that unconventional forms of advertising are much more recalled than spots, both in terms of spontaneous recall – the viewer recalls the brands without help – and assisted recall – the brands are recalled using a preliminary list –,” Pedro Reinares Lara, of the Marketing and Market Research area of Rey Juan Carlos University and co-author of the work, told SINC.
In terms of spontaneous recall, the new television advertising formats are recalled almost six times better, and in terms of assisted recall, almost twice as well. For a spot to generate the same recall as five seconds of a new form of advertising, with assistance, the television advert would have to last 60 seconds.
The researchers conducted an empirical experiment in a real environment. Their methodology combined Kantar Media’s audience measurement data – a company which measures the audiences of more than thirty countries and has a representative sample of 10,400 individuals in Spain – with data from an ad hoc telephone survey of a total of 2,000 people between 16 and 65 years.
“A significant effort has been made to include in the data collection variables relevant to the process of media planning, and others related to the brand and the audience profile. The objective was to create a complex and statistically representative database,” the researcher explains.
A booming advertising format
The new forms of advertising emerged because of the declining effectiveness of television advertising based on spots, and they always show some degree of integration into the television programmes. This integration capacity is exactly what for some authors makes them “the future of television advertising”.
According to estimates, they could represent between 10% and 14% of the turnover of television operators with business models based on advertising.
“At an international level the new forms of advertising are widespread in all television channels whose main source of income is advertising,” the authors note. The results of this study reinforce the potential of television as an effective advertising medium.
In the Spanish market, despite the crisis and the growth of the Internet as an advertising medium, television continues to be the top medium in terms of volume of investment (1,815.3 million Euros during 2012).
“Do new forms of television advertising occasion better recall than traditional advertising spots?” International Journal of Advertising, 32 (2013)
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