Television Ad Recall Study

Carat Research has released results of research into television advertising recall using the Foretel Advertising Recall database.

The results showed that 10 and 20 second spots are the most cost effective spot lengths for generating advertising recall. Colin Macleod of Carat Research told MediaTel that he believes one of the more significant findings was that recall of 10 second spots was only 8% lower than 20s, which are on a par with 30s, very significant when the price for a 10 second slot is considered. For brands with 100 TVRs or more in the past 4 weeks, 10 second ads are recalled as easily as 30 second ads.

Another finding was that ads in very short breaks, (less than 6 spots), are recalled more easily. There also appears to be no apparent advantage in positioning, with centre breaks being no more effective than end breaks, and for recall there is no difference between first or last in a break. People paying full or average attention to programmes recall 70% more commercials than those paying little or no attention, with the highest recall levels for spots transmitted after 10pm. The lowest recall levels were between 5pm and 6pm.(This may be because many ads were not relevant to All Adults).

The most easily recalled commercials on TV include Guinness, Cadbury’s Dairy Milk, New Zealand Lamb and Ariel Colour Liquid. Carat Research points out that the recall of a 4 week 400 TVR 30 second burst on TV could be generated for half the cost by; Using 20’s in week one then moving to 10’s; and avoiding low attention programmes and dayparts.

Colin Macleod Carat Research. 071 344 0700.