• Advertising Age, Wednesday, November 4, 2009 10:56 PM

The type of show in which a commercial airs can hinder or help the effectiveness of that advertising, says new research from the ANA Alliance for Family Entertainment. Sounds like common sense, but not for mass-market brands that need reach. The research suggests that advertisers may want to "give up on reach rather than go into a mediocre program," says Barbara Bacci Mirque, executive VP of the ANA Alliance.
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Running an ad in a show that matches its tone and provides appropriate context can boost ad effectiveness by more than 30%, per the ANA. In addition, brand equity scores for all commercials tested were negative when viewed in adult content. "Adult-oriented brands need to be in adult context," says Jim Bechtold, a consultant who helped with the study.

The ANA Alliance consists of blue-chip advertisers ranging from Coca-Cola, IBM Corp. and Walmart to Procter & Gamble. The group's collective advertising represents approximately 30% of all advertising spending in the U.S.

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