High-Energy Ad Content : A Large-Scale Investigation of TV Commercials
A trend reported by both academics and practitioners is that advertising on TV has become increasingly energetic. This study investigates the association between the energy level in ad content and consumers' tendency of ad-watching or ad-avoidance. Using a data set of over 27,000 TV commercials delivered to U.S. homes during the period between 2015 and 2018, the authors first present a framework to algorithmically measure the energy level in ad content from the video of ads. This algorithm-based measure is then compared to the human-perceived energy levels, where the results suggest that the measure can serve as a proxy for the level of arousal stimulated by ad content. By relating the energy levels in ad content with the tendency of ad-watching using two empirical approaches, the authors document the following. Overall, more energetic commercials are likely to be watched more or avoided less by viewers. The positive association between energy levels in ad content and ad-watching is statistically significant after controlling for placement and other aspects of commercials. However, the association varies across product categories and program genres. The authors discuss these results and theirimplications for advertisers
Year of publication: |
[2021]
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Authors: | Yang, Joonhyuk ; Xie, Yingkang ; Krishnamurthi, Lakshman ; Papatla, Purushottam |
Publisher: |
[S.l.] : SSRN |
Saved in:
freely available
Extent: | 1 Online-Ressource (110 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 30, 2021 erstellt |
Other identifiers: | 10.2139/ssrn.3724010 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013242696
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