When advertisers create a TV commercial, competitive reality is that their ad will be just one of 99 TV commercials that the average American will be exposed to in a single day. That's based on the currently accepted estimates of 2 hours 45 minutes of TV viewing per day, 18 minutes of commercial time per hour, and 30 seconds of pitch time per commercial. What is the magic formula that TV advertisers can use to make their ad the one in 99 that stands out?
According to research just released by Ace Metrix, a firm specializing in television analytics, 20% of TV advertisements are betting on humor to make their TV commercials successful. And according to Ace Metrix, almost all of those bets don't pay off. According to their research, the funniest commercials are noticed, liked, and viewed repeatedly, but they don't accomplish what TV advertising is supposed to accomplish. Funny commercials don't motivate the actions that result in sales.
This is not happy news to the companies that spent $3.5 million for commercial air time and $2 - $3 million more on production to create a funny commercial for the SuperBowl 2012 commercial lineup. This is also not good news to the CBS advertising sales team that wants advertisers to pay that $3.5 million plus an additional $10,000 per second for a 2013 Super Bowl ad. General Motors (GM) has already announced that it won't be paying the price, and perhaps more 2012 retail industry Super Bowl advertisers will sideline themselves as well.
The conclusion of the Ace Metrix research, however, is not that Super Bowl commercials are not worth the price, rather it is that advertisers need to maintain focus on motivating the actions that result in sales instead of focusing on just generating buzz. Buzz is good. Sales are better.
Beyond Super Bowl advertising, the most valuable conclusions of the Ace Metrix Funniest Commercials research for retail industry (and all other industry) advertisers are related to the effectiveness of funny TV ads that are aired any time of the year. Once a funny commercial is aired and viewed by consumers, what happens next?
For the what-happens-next findings of the survey and to view the Funniest TV Commercials from the Retail Industry, click here >>
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