Testing TV Ads

TV media context

A non-skippable video format is used to test TV ads. Ads are exposed once in a pod of video content.

The video content consists of 2-3 minutes of general interest topics sourced from a variety of places.

To the extent it is possible, we seek to match the video content to the demographic group recruited for the survey.

Click here to learn about other testing formats.

Survey flow

• Brand equity measures (pre)
• Ad exposure in media context
• Unaided category recall
• Unaided brand recall
• Aided ad recall
• Aided ad message, persuasion
• Brand equity measures (post)

Brand lift scores

All Brand Chek surveys begin and end with the same four brand equity rating questions. The chage in brand equity rating scores from pre to post-ad exposure provides a brand lift for each score. There are four equity areas evaluated in the brand lift scores:

• familiarity with brand
• impression of brand
• interest in brand commmunication
• interest in purchasing brand

Ad recall scores

All Brand Chek surveys evaluate several recall factors directly after ads have been exposed. There are two recall questions which are not aided by showing the ads(category, brand), and three recall questions which are aided by a partially obstructed version of the ad:

• category recall (unaided)
• brand recall (unaided)
• partial ad execution recall
• partial ad brand recall
• partial ad category recall

Ad persuasion scores

All Brand Chek surveys evaluate several persuasion factors after ads have been exposed. There are five questions focused on communication, feelings, and interest. Each question is aided by showing a full (unobstructed) version of the ad:

• main message of ad
• feelings about ad
• product interest based on ad
• desire to learn more based on ad
• desire to purchase based on ad

Learn More

Brand Chek pricing components:

• Annual fee ... $ 10,000 per year
• Admin fee ... $ 2,000 per survey
• Recruiting ... ~$ 3,000 per survey*

For more information, or to schedule a live demonstration, email [email protected], or call 212 645-4024 in the USA.