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TV Testing
With an average production cost of 200,000,- ａ and amounts like 50,000,- ａ for each broadcast, TV commercials are the most expensive type of advertisement but it works!
TV commercials have the ability to reach many different target groups within a short period of time and can have a measurable impact on sales.
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The effect of a TV commercial, however, is dependent on its quality: Only one third of broadcasted commercials are successful!
Another third make up for the production costs. The last third of all commercials are not only ineffective, but also do damage to the business!
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Pre-Test TV Spot
To ensure that you belong to the successful third, a pretest of your TV commercial is advisable.
Pretesting evaluates whether your commercial is effective and recommends how you can optimize it.
The production of a TV commercial has different steps. In each step, a pretest can be used to your benefit:
- Packshots Test
- Storyboard Test
- Video-Layout Film Test
- TV Commercial Test
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Post-Test TV Spot
eye square Online Method for Quantifying Ad Effectiveness
In the case that your TV commercial has already been broadcasted, you can measure its influence on buying activity.
eye square offers an online survey that measures ad recall with internet-adept target groups. With the analysis of your current buying activity data, we are then able to calculate the increase in percentage of buying activity within the group of customers who have seen your TV commercial.
 TV Testing Example
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i-couch TV Testing
With i-couch, the test subject sits in a comfortable armchair and watches a TV program that is interrupted by advertisements. The impact of the commercials is thus checked in a natural setting.
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eye square 2-Channel TV
Channel-hopping is analyzed with eye square's 2-Channel TV Setup.
Collected data:
- Behavioral metrics (Zapping)
- Real time physiological measures (skin conductivity, heart rate and optional, eye tracking)
- Recollection data
- Attitude data
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eye square Visualisation of TV
Testing
Videos and screenshots show you the process over time: How many viewers zap out of the TV commercial?
How is the arousal of the viewers?
How distributes the attention on the commercial?
Thus you know exactely which target group is leaving the commercial when, which scenes are emotionally touching, and how good the commercial is able to hold the viewers.
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Here you see different applications and types of evaluation with our analysis software:
The
eye square Visualizer (18,5 MB) |
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