Advertising on SRF is best remembered
A study by Admeira and Createxy shows that TV advertising on SRF stations resonates with the audience and achieves the desired effect. Test persons were shown an advertising block on various TV stations. The study concludes that TV advertising on SRF 1 and SRF zwei is better remembered than on other stations.
The current Admeira study "AdRecall-Uplift" evaluates the influence of the factors ad block length, station environment and advertising impression on the advertising impact contribution of TV advertising. Using new technical research possibilities, Admeira and Createxy experimentally examined the three factors and measured the advertising impact.
While the test persons watched a TV program with TV commercials in five different settings of 60 persons each, the eye contact and the emotions of the test persons were recorded with the laptop camera. In the run-up, the existing assessment of the broadcasting environment was questioned and afterwards it was determined how the subjects had perceived the commercial break ("advertising impression") as well as which spots they could still remember ("recall value").
The five experimental groups were exposed to a nine-minute TV program clip. The program was followed by the commercial trailer of the corresponding station and a uniformly composed commercial break with different commercial break lengths. The commercial break lengths of the respective stations corresponded to the real average commercial break lengths.
SRF: positive emotions and good memory
Of the channels tested, SRF 1 and SRF two have the shortest commercial breaks. Therefore, the spots on these channels receive more visual attention than elsewhere. The longer the commercial break, the lower the attention. The SRF commercial breaks trigger around 80 percent less negative emotions, which is explained by means of the facial coding results.
In the "SRF 1" and "SRF zwei" test groups, significantly higher unaided recall is also achieved. On average, advertising recall is 56 percent higher in the SRF advertising blocks than in the other three test groups.
The study thus shows that recall performance in the form of recall is closely related to the advertising appeal of TV stations and the commercial break length.
While advertising impression has an impact on reactance, short commercial breaks increase the probability that advertising messages will be consciously remembered. According to the study, the two SRF stations SRF 1 and SRF zwei therefore have important influencing factors that generally favor the communication of advertising message and thus fulfill the basic prerequisite for influencing deeper advertising impact goals such as brand preference or sales.
In the Admeira "AdRecall Uplift" Study was chosen as the program for SRF 1 "Doctors vs. the Internet," SRF two "Grey's Anatomy," RTL "Schwiegertochter gesucht," Pro7 "Atlanta Medical" and 3Plus "Hawaii Five-0."
