Researchers at Boston College have determined that brand advertising logos embedded in the center of television commercials are indeed mightier than the TV clicker.
Consumers who fast forward through TV commercials can still be influenced by brand advertising—even if the images are barely perceptible, according to professors at the Carroll School of Management at Boston College.
By tracking the eye movements of viewers, researchers have determined that viewers actually pay closer attention to TV screens when they hold down fast-forward buttons to skip through commercials.
It turns out that even in fast forward mode, consumers generally will concentrate on a product logo or brand and that fraction of a second can later influence their preference, according to research findings.
The key to success is how brand is positioned in the creative, otherwise viewers’ recall will likely lessen. That’s because viewers focus their eyes on the center of TV screens when they click fast forward through commercials.
Rather than trying to fight new technologies that viewers use to avoid TV commercials, advertisers would be wiser to work with new technologies and design their messages accordingly, researchers concluded.
Researchers at Boston College have determined that brand advertising logos embedded in the center of television commercials are indeed mightier than the TV clicker.
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