Research: Humor, Character Development Matter Most In TV Ads

August 22, 2012 by Dave Haynes

Very litttle of this can be directly applied to the small-budget, silent and mostly motion graphics world of sigital signage and digital OOH content – save perhaps humor – but this new research from Nielsen is still valuable if you are in the business of creating content for this medium.

A recent analysis by research giant Nielsen settled on five common characteristics of TV ads that resonate with consumers.

The top-five characteristics for ads that scored highly on “breakthrough,” an ad’s memorability, per consumers, are:

• Audience-Appropriate Humor – Tickling America’s funny bone is a proven winning tactic for making an ad memorable.
• Relatable Characters & Situations – Audiences will connect with personalities and scenarios with whom they can identify.
• Simple & Upbeat Storyline – Ads should do more than convey information– they should tell a story.
• Character Dialogue to Tell a Story – Changing a message from simple prose to a conversation will give the story life.
• Build an Emotional Connection – The brain identifies an emotional experience as important enough to remember, which in turn resonates with the audience.

“The ability to create a true winning commercial is an undeniable art form, but there’s science behind it too,” says Joe Stagaman, EVP, Advertising Effectiveness Analytics for Nielsen. “Recent Nielsen research has found that nothing helps consumers feel connected to an ad like a good laugh, tugging at the heart strings or connecting with them on a personal level.”