This document discusses how program content and engagement can influence advertising effectiveness. It presents data showing that ads shown during highly engaging programs tend to have better recall and ROI than those shown during less engaging content. Additionally, factors like an ad's position within a break, the break architecture, and matching the emotional tone of the program and ad can also impact engagement. The document advocates measuring program engagement using neuroscience tools rather than traditional metrics to better understand these relationships.

1. Programs Influence Ad Effectivness
Nine Network's
Proprietary Program Engagement Power (PEP)
Steve Weaver
Network Research Director
Nine Network Australia

2. Screens and Content

3. Cost per Eyeball

4. Measuring Effectiveness

5. Engagement

6. Hypothesis
Commercial creative
shown in highly
engaging content will
generate a better ROI
than if shown in low
engaging content

7. TARPs- Airtime Value Based on Efficiency
12
10
8
6
4
2
0
Sara Conner Friday Night Farmer Wants Funniest RPA The (AFL) 60 Minutes Getaway The Today CSI: Miami
Chronicles Football a Wife Home Videos Footy Show Show
(Go!)
Source: OzTAM

8. Neuro Memory Encoding
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Sara Conner Friday Night Farmer Wants Funniest RPA The (AFL) 60 Minutes Getaway The Today CSI: Miami
Chronicles Football a Wife Home Videos Footy Show Show
(Go!)
Source: Neuro Insight PEP Study

9. Correlation Between Program and Ad Break
Corre lation Be twe e n Program Engage me nt and Ad Bre ak Engage me nt
0.9
0.85
y = 0.7162x + 0.1296
0.8 R2 = 0.5305
0.75
Ad Break Engagement
0.7
0.65
0.6
0.55
0.5
0.45
0.4
0.4 0.5 0.6 0.7 0.8 0.9 1
Program Engagement
Source: Nine Network/ Neuro Insights PEP Study

10. Recall is Stronger in More Engaging Programs
Source: Nine Network PEP Study

11. Normal Programming Effect
1
Average Differential = -9.6%
0.8
0.6
0.4
0.2
0
Sara Connor Friday Night Farmer Wants Funniest RPA The (AFL) 60 Minutes Getaway The Today CSI: Miami
Chronicles Football a Wife Home Videos Footy Show Show
(Go!)
Program Engagement Ad Break Engagement
Source: Nine Network PEP Study

12. Sport More Effectively Retains Engagement
0%
-2% Regular
Programming -1.4%
-4% Olympics
-6%
-8% % Difference between Program
and Ad Engagement
-10% -9.6%
-12%
Source: Nine Network Olympic Study

13. Advertising at the Height of Emotional Engagement

14. Spike Engagement; Spike Ad Engagement
Source: Nine Network Cricket Study

15. Program Halo Affects TVC Engagement
Program
Engagement Halo
Ad Pod

16. 1st in Break More Likely Affected by Program Strength
0.8
r2=0.71
0.7 r2=0.65
0.6 r2=0.57
0.5
0.4
r2=0.33
0.3
r2=0.19
0.2
0.1
0
Ad Break Ave 1st in break 2nd in break 3rd in break 4th in break
Source: Nine Network PEP Study

17. Break Architecture Affects Engagement
0.85
0.795
0.8
0.75 0.73
0.7
0.65
0.61
0.6
0.55
0.5
0.45
Standard Ad break Solus Ad break
Source: Nine Network Cricket Study

18. Themed Creative Most Effective When Matched
0.85
0.795
0.8
0.75 0.73
0.7
0.65
0.61
0.6
0.55
0.5
0.45
Standard Ad break Solus Ad break Themed Creative in Solus Ad Break
Source: Nine Network Cricket Study

19. Internet Content Primes Engagement
Source: Neuro Insight

20. Summary
Program engagement using neuroscience measures do
not correlate with claimed engagement measures
Traditional high rating programs may not necessarily be
highly engaging
Program Engagement correlates with Ad Recall
Ad Effectiveness is affected by program
Implications for copy-testing methods

21. Summary
1. Program content affects ad engagement
2. Sport more effectively retains program engagement
3. Position in break affects ad engagement
4. Break architecture affects ad engagement
5. Matching emotional bias affects ad engagement
6. Matching program and ad theme affects engagement
7. Multi platform involvement affects ad engagement