• by Wayne Friedman , Staff Writer, March 18, 2024

The complex environment where TV advertising resides in terms of a TV schedule and its impact is not getting any easier to qualify.

Eye Square, a European-based company using eye-tracking advertising technology, recently released findings from research that shows, for example, how advertisers can match their ad to the time of day and viewing situations to maximize impact.

It tested 64 commercials in four different scenarios -- "busy day" (2 to 6 p.m); "work is done" (6-8 p.m.), "quality time" (8-10 p.m.) and "dreaming away" (10 p.m. to 1 a.m.). Commercials broken down by 24 characteristics.

One main conclusion was that earlier in the day it is better for strong brand-name messages.

After the workday is done, it seems ads work better when they “create a good mood.”  Quality time (prime time) works best when one should focus on “storytelling.”

The late-night time period -- 10 p.m. to 1 a.m. -- is best to offer modest selling efforts, with a “less is more” approach.

While the study says “advertising generally fits better earlier in the day,” better recall for advertising works better later in the day.

These results came from 285 participants from three countries over 855 hours of media behavior.

Earlier in the day, the recommendation is to “be careful with emotional storytelling.”

After the work day has ended, advertising should not be “too sober or present a too objective information."

Later in the day, a marketer should not push the “brand” too much.  

The overall conclusion is that TV advertising still has a strong effect on consumers.

But that “usage scenario” -- when those ads are consumed -- has a greater impact on whether they really work optimally. 

The next step would be interesting. How does this affect real “engagement” -- in terms of when consumers actually take action after exposure? 

Do they immediately pick up their phones to search for a product or service -- at work or at home -- say, at 11 a.m. in the morning? Perhaps it could be easier on their laptop or desktop later in the day?

And just before bedtime? I'm guessing that "dreaming away" time period might be best for some.

Surely that sleek new EV car commercial or that vacation in the Caribbean -- hearing those lapping ocean waves on the shoreline -- is where advertising dreams are really made.