With 38 ads on average airing per minute across national TV*, breaking through the clutter is essential. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers.
The top-five characteristics for ads that scored highly on “breakthrough,” an ad’s memorability, per consumers, are:
“The ability to create a true winning commercial is an undeniable art form, but there’s science behind it too,” said Joe Stagaman, EVP, Advertising Effectiveness Analytics for Nielsen. “Recent Nielsen research has found that nothing helps consumers feel connected to an ad like a good laugh, tugging at the heart strings or connecting with them on a personal level.”
As the leading provider of in-depth analysis and advertising effectiveness insights, Nielsen provides comprehensive insight into a commercial’s ability to achieve breakthrough and attitudinal metrics. Breakthrough reflects how memorable an ad was, and is available through Nielsen TV Brand Effect, which measures the impact of commercials by surveying viewers exposed to the ad on TV.