Neuroscience reveals what makes TV ads memorable

Human interaction, anticipation and music dating back to before the year 2000 are just a handful of the things that have been scientifically proven to help make TV advertising more effective and memorable. A new study, conducted by Neuro-Insight and commissioned by Thinkbox, has revealed a strong correlation between certain TV advertising creative and long-term memory encoding (LTME), which is thought to have a significant impact on decision-making and future behaviour. Analysing over 150 ads and coding them each against 50 different creative factors, the study found that TV ads which included contrast, breaks and pauses – such as changes in pace or sound – created a 20% higher response than other ads, while ads featuring live filming of real people, emotion and humour increased LTME by 15%. A high…


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