By Kaltrina Bylykbashi

The report highlights that TV commercials with a high-energy feel, for example featuring upbeat or enthusiastic people, can have less of an impact when placed during serious TV dramas.

During downbeat programming, viewers find it hard to process upbeat TV commercials leading to shorter viewing times and lower brand recall.

In response the research recommends that advertisers consider how the emotion of programming interacts with the energy level of their commercial.

“With the huge investment and expectations that companies seek through TV and online advertising, a slightly different approach could radically change the impact on the consumer,” explains Nancy Puccinelli, associate professor of Read full story ›

Source: Marketing Week