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Report: Consumers response to commercials

The Saïd Business School at the University of Oxford has released research finding that "high energy" television commercials have less impact when placed within serious drama programming. According to the school, the findings are based on six studies during which a total of 900 people were shown a variety of television commercials. Ads featuring an upbeat tone and enthusiastic spokespeople were found to be "hard to process" by viewers watching serious television dramas, resulting in shorter viewing times and lower brand recall.

"These findings could be ground breaking in the way that advertisers and companies place TV adverts and even the way they produce them," said Nancy Puccinelli, associate professor of marketing at the school and co-author of the study. "With the huge investment and expectations that companies seek through TV and online advertising, a slightly different approach could radically change the impact on a consumer."

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