TV Viewers Want Ads To Be 'Entertaining' - And Deliver 'Value', Study Finds
- by Wayne Friedman , January 20, 2023
While TV viewers still don’t want to see many TV ads in the shows they watch, it's more important for them to see higher forms of “entertaining” advertisements.
The desire to see "entertaining" ads scored 60% in a research panel of 1,316 persons 18 years and older in response to …
Wayne, it's amazing that anyone would conduct a study that is certain to come up with such predictable answers. The problem is that these vague generalities tell us little---very little---about how viewers will react to various commercials in various program breaks under various ad clutter situations on a case by case basis---which is how advertisers think---it's their specific case that matters. Of course viewers will say they want more "entertaining" commercials---especially younger consumers. And many will also say that they want commercials to supply useful information about products that are "relevant" to them. And who is going to turn down an offer of "value" in a commercial?