1、TV MAKES MEMORIESHOW ADS IN A TV ENVIRONMENT HAVE A UNIQUE ABILITY TO CREATE MEMORIES“The best a man can get.”“Good to the last drop.”“Because youre worth it.”TV advertising has an uncanny ability to make memories.Thats why,over 80 years after the first ad ever ran,media dollars continue to flow int

2、o TV campaigns,where ad spend is expected to reach an all-time high this year.But all video is not created equal.As the definition of TV continues to shift,how do the new forms of video streaming,mobile,on-demand compare to the original when it comes to building engagement and memories which ultimat

3、ely lead to purchase?And,what makes certain advertising more memorable in the first place?Comcast Advertising commissioned a consumer study to uncover the answers to these questions.First,this paper establishes that TV ads are,in fact,memorable:research found that ads viewed in the long-form,lean-ba

4、ck TV environment had greater unaided recall and purchase intent versus the same ads shown in a short-form,small-screen digital mobile environment like Facebook or YouTube.Furthermore,when a TV ad preceded these types of digital ads,memories were stronger.This paper also examines why TV is so memora

5、ble and suggests it is due to three factors that are important for branding and driving outcomes by building engagement:attention,connection and repetition.TV Makes Memories reveals that these outcomes,and therefore the strongest memories,are most effectively achieved through premium long-form TV ad

6、vertisingboth traditional and streamingon the big screen.Executive SummaryExecutive Summary 2022 Comcast.All rights reserved.Comcast confidential and proprietary information2|TV Makes MemoriesIn this study,Comcast Advertising sought to better quantify the engagement of TV and streaming advertising o

7、n the“big screen”by exploring how different types of ad exposure impact memory.This study was designed to find out just how memorable and therefore effective TV is.This consumer study,developed together with industry leader MediaScience,investigates how the impact of watching a traditional or stream

8、ing TV ad in a“TV”environment(full screen,living room-reminiscent environment,with expected ad breaks)may differ from a viewer seeing the same ad in a“mobile digital”environment on a mobile device(in a Facebook feed or YouTube pre-roll)as measured by recall and purchase intent.Comcast Advertising ex

9、panded on this analysis to look at the three factors of memory gleaned from existing academic research of memory influencers:attention,connection and repetition,to explore the differences in the ability of a TV environment versus a mobile environment to influence memory and ultimately advertising ef

10、fectiveness.Cant get the“Like a Good Neighbor”jingle out of your head after it comes on during a TV show?This report may help you understand why.IntroductionIntroduction 2022 Comcast.All rights reserved.Comcast confidential and proprietary information3TV Makes Memories|2022 Comcast.All rights reserv

11、ed.Comcast confidential and proprietary informationResearch demonstrates that brand awareness,or brand memories,are key influencers for consumers at the point of purchase.Brand memories are cues in consumers minds composed of general brand knowledge,associations,and feelings.Those memories guide fut

12、ure purchase decisions and are key drivers of consumer preference.-Charles Young,Brian Gillespie,and Christian Otto,“The Impact of Rational,Emotional and Physiological Advertising Images on Purchase Intention”,2019-Professor Byron Sharp&Jenni Romaniuk,co-authors of“How Brands Grow.”Memories,reinforc

13、ed by emotional connections between consumers and the brand directly,aid in driving consumers motivations during key moments of decision making.By connecting emotionally,advertisers can directly impact the associations and feelings consumers have about a brand.This is possible through brand-specific

14、 imagery and messages that promote emotional engagement.Branding in ad campaigns,then,can be defined as the process of creating positive and/or distinct memories.The TV Makes Memories study found that TV may have an immense influence on consumers by way of brand memories formed during interactions w

15、ith that brand.People rarely make decisions using only information available at the point of purchase,so consumer purchase decisions almost always rely on existing brand memories.”To be bought,a brand must first be thought of the breadth and strength of the brands links to relevant cues determine th

16、e chance of this happening.”Memorys Role in Driving Ad OutcomesSources:Ambler&Burne,1999;Henderson et al.,1998;Krugman,1977;Martin-Santana et al.,2016;Young et al.,2019Memorys Role in Driving Ad Outcomes 2022 Comcast.All rights reserved.Comcast confidential and proprietary information4|TV Makes Memo

17、riesResearch suggests three factors of engagement are important for branding and driving outcomes:attention,emotion and repetition.Not surprisingly,these factors directly impact memory,an important factor in the consumers decision-making process.AttentionWithout attention there is no opportunity for

18、 recall.The viewing environment can have an impact on memory including the access point,screen size and content;larger screens can enhance memory,and longer viewing duration is also tied to better recall.1ConnectionThe advertising message,including the type of message(branding vs.call to action)and

19、the elements of the creative(music,actors,visuals,imagery etc.)provide opportunities for advertisers to connect with viewers emotionally to facilitate memory encoding.2RepetitionUsers past exposure or lack thereof have an impact on memory with prior exposures strengthening recall;reaching consumers

20、becomes important to form initial brand memories and reaching them subsequent times strengthens existing memory structures.3Factors That Impact Advertising Memories and OutcomesSources:1-(Ambler&Burne,1999;Danaher&Mullarkey,2003;Kwon et al.,2019;McGranaghan et al.,2021;McNiven et al.,2012;Rossiter e

21、t al.,2001;Young et al.,2019)2-(Ambler&Burne,1999;Nicks&Carriou,2016;“Measuring Long-Term Impact,”2020;Stone et al.,2000;Young et al.,2019;Youn et al.,2001)3-(Vaughan et al.,2016;Krugman,1977;Sawyer et al.,2009)Factors That Impact Advertising Memories and Outcomes 5TV Makes Memories|2022 Comcast.All

22、 rights reserved.Comcast confidential and proprietary informationComcast Advertising worked with MediaScience to study how different types of ad exposure impact memory.188 ParticipantsViewers were shown:30 second ads in Viewers were exposed to an even mix of well-known and unknown brands Viewers wer

23、e measured with:Two“mobile digital”environments(Youtube and Facebook in-feed ads)Two“TV”environments(traditional TV+streaming)One of each:“Mobile digital”environment+“TV”environment Biometrics -Eye Tracking:Quantifying visual attention to the ad by tracking where viewers are looking on the screen -C

24、ardiac Deceleration:Quantifying cognitive attention by tracking the slowing of heart rate -Neurometric Intensity:Quantifying emotional response and engagement,referred to as neurometric intensity,by measuring sweat secretion Post-exposure surveyStudy DesignStudy Design The“mobile digital”environment

25、In the YouTube environment,participants watched short-form video clips on a mobile device where pre-roll ads were served;in the Facebook environment,participants scrolled through a general Facebook feed with ads embedded throughout the users feed.The“TV”environmentThe traditional TV environment cons

26、isted of a typical live-TV ad load and the streaming environment consisted of a typical limited ad load,both viewed on a large screen.2022 Comcast.All rights reserved.Comcast confidential and proprietary information6|TV Makes MemoriesAds viewed in the TV environment had greater unaided recall and pu

27、rchase intent versus ads shown in a mobile environment.TV Drives Recall and IntentTV Enhances Digital MobileWhen a TV ad preceded a digital mobile ad,results were better than two digital mobile ads alone.Findings:Recall and Purchase IntentUnaided Recall2.2xhigherhigher1.3x44%44%33%20%Purchase Intent

28、Unaided Recall+125%higherhigher+18%45%39%33%20%Purchase IntentTwo Digital Mobile ExposuresTwo Digital Mobile ExposuresTwo TV ExposuresTV+Digital ExposuresThe Findings 2022 Comcast.All rights reserved.Comcast confidential and proprietary information7|TV Makes MemoriesFindings:Factors that Impact Memo

29、ryAttentionViewing in the TV environment garnered significantly more attention than the digital mobile environment.The full-screen viewing experience and the actual programming content are two factors which likely impacted these results.Full Screen Viewing ExperienceAds viewed in the TV environment

30、garnered more visual attention as participants watched 71%of the ad,compared to just 30%of the digital mobile ads.This could be a result of the larger screen size and full-screen TV viewing experience which has fewer potential distractions inherent with the digital mobile experience.Further evidence

31、 of distracted viewing was that 36%of participants never looked at the digital mobile ad compared to 6%for TV.Visual AttentionPaying Attention:Cardiac deceleration(slowing heart rate)is an indicator of cognitive attention and is linked to improved memory formation.This study showed that when a TV ad

32、 preceded a digital ad(versus two digital ads),cognitive attention improved.This is a further indicator of the ability for TV to garner attention.Platform Rating(Scale 1-7)ContentAnother reason participants may have had more attention was based on the content they were watching.Content viewed in the

33、 TV environment was rated more favorably than short-form video and feed-based digital.This supports the notion that long-form,high-quality content creates a better experience that can carry over to the response to the commercial messaging.Digital Mobile30%Time Looked%Who Looked64%71%94%TV Environmen

34、tFeed Based DigitalShort Form VideoLong Form TVEnjoyable74163052High QualityEngagingEntertainingRelevantThe Findings 2022 Comcast.All rights reserved.Comcast confidential and proprietary information8|TV Makes MemoriesConnectionAn advertisers creative message plays a vital role in the success of a ca

35、mpaign and is an invaluable component of memory-building in advertising.Creative RatingParticipants rated the creative message better(for criteria including entertainment,engagement and likability)when an ad seen in the TV environment preceded an ad in the digital mobile environment;two ads seen in

36、the TV environment produced the highest creative rating.Making Memories:Neurometric intensity is an indicator of emotional response and is linked to improved memory formation.This study showed that when a TV ad preceded a digital ad(versus two digital ads),neurometric intensity improved for someone

37、exposed to a brand for the first time.This is a further indicator of the ability for TV to connect emotionally.Creative Drives Response:In another study,Comcast Advertising measured the impact different creative messaging had on viewers.Branding ads were more likely to create emotional connections w

38、ith viewers that boosted recall compared to call-to-action ads.80%of consumers liked the ads that were tested and a majority were able to recall the advertiser along with higher brand liking after seeing the ad.EntertainingEngagingHigh QualityInformationalLiked the AdCreative Evaluation on a Scale o

39、f 1-7Digital Mobile Environment(Two Ads)4.154.254.964.734.76TV Environment+Digital Mobile Environment4.384.475.075.004.92TV Environment(Two Ads)4.744.985.395.335.48Source:Creative analysis using three distinct commercial messages(Survey conducted by Lucid;Q4 2021;N=1,500)The Findings Findings:Factor

40、s that Impact Memory 2022 Comcast.All rights reserved.Comcast confidential and proprietary information9|TV Makes MemoriesFinding the Balance:An internal analysis of Comcast Advertisings Effectv multiscreen campaigns showed that the best way to reach audiences at scale with frequency was to allocate

41、70-80%of video campaign investment in traditional TV with the remainder in streaming.In general,campaigns with more networks,broader dayparts,and longer flights lead to the highest reach and frequency.RepetitionThe impact of exposure to ads depends on any prior memory and experiences the viewer has

42、about a brand.First ExposureNew brands can benefit from TV advertising due to the brand and memory building power of the TV environment with the added benefit of enhancing digital advertising efforts.While overall recall in the study was higher for TV compared to digital,the benefits from TV were ev

43、en greater(compared to well-known brands)when a viewer was exposed to a brand for the first time.3.4x Better Recall for TV vs.Digital Mobile(compared to 2.3x for well-known brands.)Cognitive Attention&Emotional Engagement improved when TV preceded digital mobile ad First Ad Exposure Benefits:The bet

44、ter recall upon first exposure may be explained by the cognitive attention and emotional engagement with the ad as measured by cardiac deceleration and neurometric intensity used in the study.When a TV ad preceded a digital mobile ad,cognitive attention and emotional engagement improved compared to

45、two digital ads.This same lift was not seen with the well-known brands tested likely due to brand associations and attitudes already formed with those brands.This suggests that viewing ads in the TV environment gave brands the best opportunity to make a first impression and better impact a consumers

46、 formation of brand memories.The Findings Findings:Factors that Impact MemoryMultiple ExposuresWhile unaided recall increased with a second exposure for both TV and digital mobile,the TV viewing experience once again outperformed digital.In fact,viewers of one exposure on TV were 40%more likely to r

47、ecall the brand,versus two exposures on digital mobile.Unaided Recall(%of Respondents)Source:Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV+Effectv Streaming campaigns(2H 21),20K+campaigns.Single ExposureDigital MobileTVTwo Exposures11%20%28%44%2022 Comcast.All rights rese

48、rved.Comcast confidential and proprietary information10|TV Makes MemoriesIn the high-quality,long-form,full-screen TV environment,where visual attention and engagement are high,brands are more likely to be remembered,which influences consumers as they move towards purchase.When it comes to branding,

49、advertisers should consider how their ads:Stimulate attention:deliver messages in places with high attention and enjoyment Make a connection:use messaging that connects with the audience emotionally Use repetition:reinforce the message with strong reach and frequency As shown in this study,these are

50、 the factors that build memories in advertising,and are effectively achieved through long-form TV advertising on the big screen.In the end,an ad only matters if you remember it.By leveraging the memorable sight,sound and motion of TV advertising on the big screen and in a“lean-back”environment,adver

51、tisers can be sure theyre making memories with the audiences that matter.Building Stronger Memories with TVBuilding Stronger Memories with TV 2022 Comcast.All rights reserved.Comcast confidential and proprietary information11TV Makes Memories|Reference ListAmbler,T.,&Burne,T.“The Impact of Affect on

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54、search 17,4(1977):712.Kwon,E.S.,King,W.K.,Nyilasy,G.,&Reid,L.N.“Impact of Media Context on Advertising Memory:A Meta-Analysis of Advertising Effectiveness.”Journal of Advertising Research 59,1(2019):99128.Martn-Santana,J.D.,Reinares-Lara,P.,&Reinares-Lara,E.“Spot Length and Unaided Recall in Televis

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