Shorter lasts longer

TV advertising II The less TV advertising
the higher the memory of it. This is shown by a recent
Study commissioned by Publisuisse.
As early as 2003, the
SRG marketing company Publisuisse and htp St. Gallen
management consultancy and Isopublic independently of each other with a
broad-based study on the impact of advertising on television.
Now the exact repetition of the study essentially confirms the
results achieved in 2003. This time, too, the
contact quality of television advertising empirically, whereby the
attention and memory were queried. Furthermore, the
period from June 2004 and May 2005 SRG programs with German
private programs that place Swiss advertising windows on the basis of
Telecontrol data compared.

Long commercial breaks unpopular
As expected, it was initially confirmed that the SRG SSR programs
contain around 80 percent less advertising than the German
Private broadcaster. The duration of the SF 1 commercial breaks of 2:32 minutes and
SF 2 with 1:45 minutes are at the lower end of the comparison scale.
Corresponding to the up to 45 percent shorter duration of SRG advertising blocks
compared with the German private broadcasters, the SRG audience zaps
less. To the delight of advertisers, the proportion of people,
who watch the commercial breaks as an integral part of the SRG programs.
(so-called stick-view value): 85 percent for SF 1 and 78 percent for
SF 2. The evaluation covered 1431 samples in the
Age group of 19 to 59-year-olds.

The second part of the study contains the results of the
Isopublic investigation, in the course of which between July and August
this year, 201 people were observed and interviewed about their
reception behavior of television commercials were surveyed. The focus was on
the quality of contact, advertising recall and the assessment of type
and quantity of advertising. In concrete terms, the advertising was divided into two groups
test subjects in their own living room a videotape with a "typical"
movie night, on the one hand by SF DRS with one movie each.
Commercial breaks at the beginning and end and one in the middle of the feature film,
On the other hand, a tape with programs from RTL with five commercial breaks,
of which three breaker blocks.

90 percent of the participants in the second group rated the length of the
advertising during the movie as "too much", while 50 percent found it
the advertising on the SF-DRS program as "just right" in terms of length and
six percent thought it could have been even more. In 16 out of 18
cases, the test subjects in the SF DRS group remembered the
commercials than in the RTL comparison group. The former showed a 24
percent higher spontaneous recall than the latter. Within the
RTL Group, two German commercial breaks were shown, which were also followed by
the test subjects remembered worse than the Swiss commercials.

Although the results of the two comparison groups are somewhat
the advertising effectiveness study confirms the results
Nevertheless, there are differences: the ability to remember
to individual commercials is stronger when fewer and shorter
commercial breaks are broadcast.

According to the conclusion of the study, SRG's programs thus achieved
the lower overall advertising share and the shorter advertising blocks compared to
RTL and thus a clear advantage over the German private broadcasters.
Head start. The study provides TV marketer Publisuisse with arguments
for the effectiveness of TV advertising despite limited
Advertising opportunities on public television here
Lande.  
                          

René Worni