We tested more than 1300 tv commercials on their impact. We learned that the impact of likeability is lower than the impact of brand activation. If people talk about the brands after they saw a campaign, the impact on sales increases with 400%.
About this slideThis slide defines the spot driver constructs and communicates how often they are present in spots.
The constructs are defined through a factor analysis on a list of 20 spot driver statements. Details can be found in the tab SDR - Factor analysis of the workbook.
Next, the constructs are computed as an average of the statements that load on a construct. This results in a score from 1 to 5, which is categorized to obtain top 2 percentages:Top 2: Mean construct >= 3,5Neutral: 2,5