Commercials are more likely to be recalled when they appear in TV shows that provoke an emotional response, according to a new study.
The study looked at viewers' reactions to shows on Twitter and when their tweets contained emotional responses to a show, as measured by research company Canvs, those viewers were 48% more likely to recall an ad than viewers who watched programs that drew less of a reaction.
The takeaway from the study is that buyers should find programming that resonates emotionally with the target audience. Twitter’s pitch is that it can be used as a tool to align campaigns with the appropriate shows.
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