As a seasoned marketing professional with decades of experience under my belt, I can confidently say that this study from Mediaprobe is nothing short of a game-changer for advertisers. In my early years, I remember pouring over Nielsen ratings and trying to decipher which programs would yield the best return on investment. But now, with the rise of streaming services and the fragmentation of media, it’s become increasingly challenging to predict what will truly resonate with audiences.
In today’s diverse media landscape, I find myself consistently drawn to TV news programs. However, it seems advertisers have become wary of these platforms in recent times, concerned that their ads might unwittingly align with the passionate discussions on polarizing topics such as politics, climate change, and cultural debates. These conversations often involve intense dialogue, which can be associated with challenging subjects that some audiences may find divisive.
They may be making a poor decision.
A recent study conducted by Mediaprobe, which specializes in measuring immediate physical and emotional reactions to media content, has revealed that news broadcasts tend to elicit stronger responses and greater memory recall compared to numerous primetime TV shows. This research analyzed data gathered from the viewing of 11 different networks, encompassing 41 shows and 671 brands, from November 2023 to September 2024.
It was observed that advertisements shown within news and political broadcasts tend to provoke more intense emotional reactions than those aired during prime-time programming. Advertisements placed near news and political programs led to a 5% boost in viewers’ ability to recall the brand, compared to ads displayed alongside prime-time shows.
The Mediaprobe research indicated that brands shown during the initial ads in a break had a 2% higher chance of being remembered compared to those that aired during prime-time slots.
According to the company, the increased recall value and strong emotional response are often linked to the captivating aspect of news or politics, as audiences tend to be more invested because the topics are relevant and current.
With an increasing number of viewers shifting towards streaming platforms instead of traditional satellite or cable services, advertising revenue appears to be transitioning to digital environments rather than linear TV. It’s projected that the ad income at CNN, MSNBC, and Fox News Channel may decrease in 2025, based on data from Kagan, a market research firm belonging to S&P Global Intelligence.
Although the variations in recall rates between primetime and news aren’t significantly large, MediaProbe notes that these differences translate to tens of thousands of consumers – a significant number for any marketer when considering their profit margins.
According to MediaProbe’s research findings, it’s advantageous to advertise in news or politics content because it significantly heightens viewer interaction and strengthens brand recognition. The emotional connection created by these programs doesn’t just end with the content; it extends to the ads, making them more powerful and memorable.
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2024-12-13 18:46