People are more likely to remember ads that run around music videos than they are regular TV ads, according to a neuroscience study.
The study – commissioned by video platform Vevo and media agency UM – suggested that on scores for engagement, emotion and memory, music videos score higher than TV.
The study found:
- Online content outperformed conventional TV, scoring higher on engagement, emotion and memory.
- Music videos scored the highest on emotional intensity while online TV scored the highest on engagement.
- Music videos had the highest memory encoding during ad-breaks. Conversely, online TV underperformed on this metric, demonstrating that content engagement alone doesn’t equate to ad effectiveness.
The study, by market research firm Neuro-Insight, used brain-imaging technology to measure how the brain responds to ads.
Data was collected from 100 people during a two-week period in July and August with testing carried out in a home environment.
TV viewers watched episodes of their favourite shows, and online viewers saw their favourite music videos, TV shows and TV clips. Ads were inserted as they run conventionally in each media.
Vevo’s senior VP international, Nic Jones said: “This research highlights what we’ve often hypothesized – that people have a stronger connection with music than they do with TV content, and that ads associated with online music video content benefit from that positive emotional connection.”