TV commercials seen in TV-G rated programming scored 27% higher attention and purchase intent than commercials in programming with TV-14 and TV-MA ratings, per a study conducted by Nielsen, commissioned by Scripps Network Interactive and cable channel UP TV.
The study says this attention/purchase rise was 51% higher for viewers who said they regularly seek TV-G content -- family-friendly programming.
Gains came in all advertising categories, including consumer packaged goods, retail, quick-service restaurants, automotive, clothing and alcoholic beverages.
G-rated TV programming was also looked at through biometric filters -- Nielsen Consumer Neuroscience Biometric Engagement. Emotional engagement of G-rated programming was 30% more than ads in TV-14 programming -- and 173% better than TV-MA shows.
The study says intent to purchase
and attention were even higher among high-income African-American and Hispanic TV homes making $75,000 and more.
One-half of cable programming today is rated TV-14 or TV-MA, according to the research.
Scripps and UP TV’s next joint research effort will be the release data fused with Nielsen’s NPX panel and GfK’s MRI marketing database, available this spring for inclusion in “programmatic” advertising solutions.