The secret of success

 
Werbefilme Interdata tested the impact of 700 TV commercials and used the Psychometer to calculate the films with the best resonance, whether at Cannes, the ADC, the film competition Die Klappe or the Edi: there is no jury that can really judge commercials objectively. Where people judge, there are different opinions. However, if not just an elite of a few selected creatives, but 120 test subjects from all walks of life take a close look at a commercial, we may come a little closer to the ultimate result. "Psychometer" is the name of this standardized measuring instrument for TV commercials. The Interdata Research Institute in Lucerne, in cooperation with IMAS International in Linz, has been using this psychometer to analyze commercial breaks on Swiss television since 1992. Around 500 commercials have been tested each year, which corresponds to 8000 films to date. For the tests under the scientific direction of Jos W. Vloemans at the Interdata Research Institute in Lucerne, half of the 120 test subjects are men and half are women aged between 16 and 50.
The test measures spontaneous recall and aided recall after the block has been played. In addition, the level of awareness of the commercial before the test and four response values according to the levels "liked", "worth watching", "opinion improved", "motivation to buy". Finally, a detailed impression is recorded using a list template "likeable", "entertaining", "interesting", "good product presentation", "convincing", "average", "boring", "exaggerated".
In the current analysis, a particularly broad selection of new commercials with 700 productions from 2006 and 2007 was examined.
Out of a total of 700 spots, only one managed to make it into the top 20 in all four main categories "Attention", "Appeal", "Improve opinion" and "Incentive to buy". The "Fitness Center" commercial for Zweifel Pommes Chips was conceived by the agency Advico Young & Rubicam and produced by Gapfilms/Nxtfilm.
Two commercials reached the top in at least three of the four core dimensions. Both advertise Nestlé products, namely Mövenpick "Eis am Stil" and Leisi with "Mann macht Frau Kekse". The lead of these campaigns was realized abroad. 14 commercials achieved a top position in at least two dimensions and 42 in one discipline. "You can see from this how difficult it is to advertise really effectively," concludes project manager Jos W. Vloemans.
More information about the Psychometer can be found at www.interdataforschung.ch. The Institute can also provide detailed data on all the films examined.
Andreas Panzeri
 
 
Take a look at
the list of the 20 best spots from 2006-2007.