Secret of success

Commercials The Interdata research institute has once again measured the impact of the best commercials with its Psycho-Meter, a standardized measuring instrument for TV commercials and tests advertising blocks from Swiss television. 660 commercials from 2005 and 2006 were shown to 120 people aged between 16 and 50. After a single screening, the test measures 19 dimensions, including spontaneous recall, aided recall, degree of familiarity and impression of detail. The most important criteria are the four resonance values of attention, liking, improved opinion and incentive to buy. As the tables opposite show, none of the 660 commercials managed to make it into the top 20 in all four of these dimensions. And this is the secret of success: commercials that are most liked and have the strongest opinion-enhancing power are about twice as interesting as average ones. Spots that are easy to remember and strengthen the brand's reputation are particularly likeable or entertaining. Commercials that stimulate buying focus on the product and convey competence, but have an average effect on consumers because they are not aware of the importance of an intensive product presentation and actually expect interesting entertainment. Further information can be found at www.interdataforschung.ch.
Andreas Panzeri