RT Journal Article
SR Electronic
T1 The Advertising Magnifier Effect: An MTV Study
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 369
OP 380
DO 10.2501/S0021849906060454
VO 46
IS 4
A1 Todd Cunningham
A1 Amy Shea Hall
A1 Charles Young
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/4/369.abstract
AB This article uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising. A standard technique for measuring emotional engagement with TV commercials, the Ameritest Picture Sorts, was used in an online study of 600 respondents to study audience engagement with the two-hour-long MTV Video Music Award show. Utilizing this simple nonverbal metric, along with conventional verbal metrics of advertising performance and brand perceptions, the authors show that programming has a “magnifier effect” on some advertising metrics, such as likeability and motivation—but not others, such as recall. Importantly, the strongest advertisements benefit more from the magnifier effect than weaker ones—reaffirming the central importance of creativity in advertising effectiveness.