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:

“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.”

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