Selon une étude, le tiers des publicités à la télé sont diffusées devant des salles vides.
Their findings – including the fact that nearly a third of TV ads play to empty rooms, and that viewers are four times more likely to leave the room than change the channel – are detailed in “How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift,” which published Feb. 9 in Marketing Science.
Paying thousands of dollars to advertise on television is a huge proposition – never more so than for the Super Bowl, for which 30-second TV spots this year will cost advertisers as much as $6.5 million. These advertisers expect at least a little bang for their substantial buck, but how do they know what kind of bang their ad is generating?
Advertising pricing relies on measuring how many TVs are tuned in to a specific channel, and not whether people are actually watching the TVs.
Je présume que les deux autres tiers regardent leur téléphone…