Psychometer selects the 20 best spots
The Interdata Research Institute has analyzed the formula for success in television commercials.
For its traditional study, Interdata in Lucerne and Linz once again analyzed all TV commercials relevant to us for the 2007/2008 period. The "Psychometer" surveyed 19 dimensions, including the four most important criteria of attention, liking, opinion improvement and incentive to buy. Of the 620 commercials measured, only one managed to fall into the top 20 in all four dimensions. "Fitness center" for doubts comes from the kitchen of AY&R. "Tarzan" from Swissmilk by the Ruf Lanz agency managed three entries. 10 spots achieved a top position in two dimensions. 53 of the still "best" commercials according to Interdata made it in at least one of the four most important dimensions.
The tests were carried out with 120 test subjects, half men and half women aged between 16 and 50. After the block was played once, the test measured spontaneous recall, aided recall, awareness of the commercial before the text, the four resonance values mentioned above and the impression of detail using a list template: likeable, entertaining, interesting, good product presentation, convincing, average, boring, exaggerated.
> Overview of results
Head of research Jos W. Vloemans in Lucerne interprets the basic prerequisite for the "secret of success" as "arousing interest". If you don't have an interesting message, you will fall by the wayside. Commercials that are memorable and strengthen the brand's reputation are also far more entertaining than average. So they work with humor. The wink is preferably combined with sympathetic elements.
Andreas Panzeri
The tests were carried out with 120 test subjects, half men and half women aged between 16 and 50. After the block was played once, the test measured spontaneous recall, aided recall, awareness of the commercial before the text, the four resonance values mentioned above and the impression of detail using a list template: likeable, entertaining, interesting, good product presentation, convincing, average, boring, exaggerated.
> Overview of results
Head of research Jos W. Vloemans in Lucerne interprets the basic prerequisite for the "secret of success" as "arousing interest". If you don't have an interesting message, you will fall by the wayside. Commercials that are memorable and strengthen the brand's reputation are also far more entertaining than average. So they work with humor. The wink is preferably combined with sympathetic elements.
Andreas Panzeri
