TV ads average 30X more emotional engagement than the same video ad viewed online. Study: http://bit.ly/k9wBKx
![1000Skull_Lightbulb_on_Black_Background_3-5-2007[1]](http://mindpower-magazine.com/articles/wp-content/uploads/2011/06/1000Skull_Lightbulb_on_Black_Background_3-5-20071.jpg "1000Skull_Lightbulb_on_Black_Background_3-5-2007[1]")
Innerscope Research, Inc. and Fox Broadcasting Company (FOX) today released new biometric research on the roles of television and online media in creating and extending brand equity. Using Innerscope’s Brand Immersion Model, a framework for defining the relationship between the immersive platform of TV and the web’s flexible platform, the research found that TV, through its unmatched ability to create new, unconscious emotional connections, has the power to form need states — which make consumers receptive to brand messages — where none existed before.
Even when advertising in a contextually relevant web environment, e.g., an automotive ad on an auto information page, television engagement was 30x higher than the online rich media display alone.
• Brands with a greater need to sustain top-of-mind relevance with consumers, e.g., those with longer purchase cycles, particularly benefited from television’s immersive environment:
o Movie promos seen on TV produced 24x more emotional engagement than the same movie ads seen in online rich media, while automotive brands seen on TV produced 42x more.
• Brand resonance, the lasting, positive effect of ad messaging post-exposure, was nearly tripled when measured after a brand was viewed on television compared to an online ad never associated with a TV campaign.
• Content synergy proved to be the most effective combination of television and online advertising; online ads for familiar brands seen on a FOX program website after on-air exposure to the program generated 48x the emotional response and four times the lasting brand resonance than online display alone.
“These exciting results quantify the impact of advertising on an unconscious level
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