TV screens in the living room drive the highest advertising recall, according to new findings from a study looking into the effect context has on the impact of ads.
It found that television screens drove 60% more recall than ads seen on a smartphone or tablet, and 34% more than those seen on a computer.
‘The Context Effects’ study, which was carried out by Map The Territory and Tapestry Research for Thinkbox, identified the key factors influencing in-home video advertising performance.
It found that people are 44% more likely to trust advertising seen within a professional context, and 34% more likely to find it entertaining.
In addition, it found that the right in-home advertising can increase recall by up to 6.3 times. According to the research, the living room was the best spot for this, and was 22% better than all other rooms in the house for driving advertising recall. Overall, the living room was 176% better than the kitchen at driving advertising recall, and 10% better than the bedroom.
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The study also found that ad recall increased by 23% when it was watched with others, for instance while watching television dramas, underlining the impact of shared environments.
The findings highlight that, despite a slump in broadcast advertising, TV should remain a vital part of advertiser’s strategy.
Thinkbox research and planning director Matt Hill said: “TV is the social medium. It brings people together and gets ads talked about. Every night there are nearly 5 million conversations about the ads on commercial TV.
“Great planners have long argued the case for the power of context and this study is proof that it really does make a huge difference – even room to room.”
Map the territory co-founder Andy Davidson said: “To understand why advertising is so effective in the living room you need to understand why people are there. We learned that people don’t only gather to watch TV, they also watch TV to gather. In this context all shared content, from the hot new drama to a regular video ad, is working in the higher service of bringing that household a little closer together.
