Journal of Advertising Research (JAR) states, a “quality exposure” was sufficient to have an impact on viewers.
Persuasion rating point as a metric could help TV advertisers understand the impact of ads and capture any shift in brand preference or choice. A single quality advertisement exposure of a product in a natural program context can create an “effective reach” compared to “generic, undifferentiated reach”.
At the onset, consumers are presented with images of logos and asked to pick their choice of brand. The same consumers are then exposed to an ad embedded in a TV program.
People switching to a brand featured in a TV program are said to be the “raw measure of the persuasive power of advertising”. The study states it takes nearly 25% more gross rating points now to have the same impact as it did in the 1980s.
[2 minute read]