what impacts television viewers?

Does anyone have any good statistics, essays, or articles about what impacts television viewers while watching commercials. I am trying to convince a client that cold data an scientific facts about their product are irrelevant, and the concept is what 'lands' with a viewer. Any help?

AmOgodzzz's picture
Activity Score 826

There is no set answer to that question. Every demographic is different, responds to different things, and cares about different things. A woman in her twenties will not respond to an ad the same way a man in his forties will. And even then, there is no way to know for sure how your target audience will respond to your ad, or even whether they'll pay attention at all.

The only thing you can do is make sure your work is compelling, insightful and relevant to your target. Selling good work to your client is also a challenge. All clients want numbers and data to back their campaigns. That's the way marketing MBAs do things, but that's not how the real world works. Whether or not you can convince them of that is another story.