"Music videos rank above online TV and traditional TV when it comes to viewers remembering and connecting with the ads accompanying the programming, and that's because people feel a more intense emotional connection to music videos."
Based on a new study done by the music video website, Vevo , and global media company Universal McCann, researchers suggest that advertising combined with music videos is more memorable and has a greater impact on viewers.
The fact that the study was supported by Vevo, a music video website does seem a little suspicious and biased. They would benefit greatly from a study that demonstrates that advertisements paired with music videos are more successful, but the study was conducted by an outside research firm. Neuro-Insight, a marketing research company that specializes in using brain-imaging technology to measure how the brain responds to different forms of communication.
Neuro-Insight used 100 study participants between the ages of 15 and 35, divided evenly between male and female. By using an equal number of males and females, researchers got an equal representation of sexes. Researchers likely only conducted the study on participants ages 15-35 because they are the younger generation that is likely to be watching music videos. The youth generation is also the main target audience in pop culture, so advertisers that would be interested in purchasing spots after music videos or during popular TV shows would be interested in connecting with these viewers. Youth are also considered to be more impressionable and have the disposable income of their parents so it makes sense that researchers would want to understand their minds better.
Using a brain-imaging technology known as Steady State Topography, Neuro-Insight recorded data from areas of the participants brain that relate to everything from like, dislike, attention to detail, and emotional intensity while the subjects viewed music videos from Beyoncé, Skrillex, and Nirvana and TV shows such as Grey's Anatomy, The Big Bang Theory, and New Girl. Advertisements were placed in between the music videos and TV programs. These artists and TV programs are popular among the younger generations so the participants were more likely to connect with these selections and have more of an emotional response or stimulation by them. They are also musical artists and TV shows that do very well in pop culture so therefore they have larger audiences. Advertisers would be more interested in the neurological responses from viewers of these shows because that is where the audience is and where the profit in advertising would be. Therefore, researchers selected the media used in this study very efficiently.
The study concluded that music videos scored higher than online TV and traditional TV in terms of emotional intensity. Online TV scored the highest on engagement. However, music videos scored the highest on memory encoding and the ability to recall advertisements.
It is important for advertisers to understand the effects of different media platforms so that they can properly decide which method would be the best form of distribution for their advertisements. Using technology to measure the neurological response appears to be the most efficient way to measure emotional, engagement, and memory responses, because many times consumers lie or don't know what they want. I also just trust the research that is backed by science like this because traditional forms of research has a lot of room for error and biases based on sampling, response and non-response error, confusion, and so on. Using brain imaging technology just seems to be able to move past all of the difficulties that can occur during surveys and interviews to get to the heart of the information that researchers are really looking for.