Strong viewer engagement with a
TV program is closely correlated with the next-day ability to remember a TV commercial.
A Nielsen study of 70,000 TV ads -- and more than 3 million advertising placements -- found
that for every two-percentage-point gain in how well viewers remembered what happened on a TV show, there was a one-percentage-point gain in advertising memory.
The study also says this is
a positive indicator when it comes to sales -- where strong consumer memory of 25 different consumer product consumer packaged goods categories is a strong lead-indicator of the ad’s in-market
Some highly engaged TV shows include NBC’s “Parenthood,” Fox’s “The Following,” CBS’ “Elementary,” ABC’s
“Revenge," The CW’s “Arrow,” Univision’s “Porque El Amor Manda” and Telemundo “El Señor de los Cielos.”
Joe Stagaman, executive
vice president of ad effectiveness analytics of Nielsen, stated: “For publishers, the clear connection of program engagement and ad memorability reinforces the idea that some content deserves a
higher price tag. And, for advertisers and agencies, they should be thinking beyond creative execution to placement.”
For the program engagement part of the study, 70,696 ads on
66,507 episodes of 6,777 English- and Spanish-language shows on 34 networks were analysis from 2009 to 2012. For the sales part of the research, 97 consumer program group creative executives were
examined from over 25 different categories from 2010-2013.