Sport on TV makes people receptive to advertising
TV broadcasts of sporting events make many viewers significantly more receptive to advertising than movies or news programs. Because audiences react with particular passion during sporting competitions, this gives brands the best opportunity to present their selling points. This is the finding of a study by the research firm Neurons Inc.
"Passion is an important factor for marketing. It can be measured on social media in particular based on interactions such as likes or comments. If an advertisement evokes strong emotions, viewers are more likely to remember it. This often has a positive impact on business. When it comes to sport, many people are very passionate, which is why a suitable brand ad can be very effective," explains marketing expert Bernd Pfeiffer when asked by the news portal Press release.
In an experiment, the research team used electroencephalography to investigate how passionately test subjects react to different TV content. They focused on the activity in the emotional center of the brain. The effect of sports broadcasts was twelve percent higher than that of TV series and 15 percent higher than that of films. Compared to news programs, sport even generates 20 percent more emotions.
Advertising effect highest with sport
In the same experiment, the scientists investigated how strong the effect of the same advertising was for different programs. Here too, the effect was highest for sports broadcasts. The susceptibility of the test subjects was 3.67 percent lower for series, 7.67 percent lower for films and 13.33 percent lower for news programs. (pte)
