Study: ads actually make TV more enjoyable | Adweek Study: ads actually make TV more enjoyable | Adweek
Advertisement

Study: ads actually make TV more enjoyable

Enjoyable ads copy

The ad industry has long felt besieged by DVR technology, which has given more and more TV viewers the ability to fast-forward through commercials. But what if the viewers are actually the big losers in this trend? What if commercials actually make TV more enjoyable? Counterintuitive as it sounds, that's the conclusion of a recent report in the Journal of Consumer Research. "Six studies demonstrate that, although people preferred to avoid commercial interruptions, these interruptions actually made programs more enjoyable," the research summary states. A wide range of tests found that people consistently liked a show more when it was interrupted by commercials, regardless of whether the ads were good or bad. "Watching a single program without a break led to the enjoyment dropping in the second half," the blog Ars Technica writes in its comprehensive report on the study. "Adding a commercial eliminated this plunge." Photo: spike55151 on Flickr.

—Posted by David Griner

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Topics: Griner, Research, Science
Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS