The use of animation in television advertising (vs. live action ads) has become an attractive option for marketers, freeing advertisers from many of the creative limitations of live action film, and often times providing significant cost savings.
In an analysis of television ads across all product categories, the study found that, in general, live action ads were more effective than animation ads. For all major categories, live action ads scored 22% higher than animation-only ads in Brand Recall (the percentage of TV viewers who can recall the commercial and its advertised brand 24 hours after viewing it).
For marketers looking to utilize animated advertising to drive grocery sales this holiday season, says the report, that creative style does seem to work more effectively for some CPG categories. For example, animation ads for the food ingredients and seasoning category, essential for every holiday dinner, resonated significantly better with consumers.
Impact of Animation on Brand Recall
Only Live Action
Food Ingredients and Seasoning
Source: The Nielsen Company, October 2010
Live action creatives were more effective than animated ads across all major demographics as well. While live action ads resonated equally among both genders:
When looking at consumer packaged goods (CPG) specifically, ads in the personal care category appeared to struggle the most when using animation. For certain personal care products, brand recall was twice as high among spots using live action vs. an animated theme.
For additional information about the study, please visit Nielsen here.