Purchase-Uplift – Admeira study

Recall uplift on SRF channels increases purchase probability

Background

Admeira’s existing Recall Uplift study emphasises that the short ad break lengths and implicit ad acceptance of SRF broadcasters lead to improved recall of TV campaigns. The Purchase Uplift study goes one step further and shows that the improved recall of SRF broadcasters shifts the short-term brand preference of products and thus increases purchase probability.

In specialist literature, advertising recall is regarded as a basic prerequisite for achieving advertising impact results at deeper levels. The theoretical basis for this is that conscious recall suggests three implicit processes. Firstly, the ad contact generated visual attention. Secondly, visual attention triggered emotional or cognitive information processing, and thirdly, the ad contact has been associated with the right broadcaster. This means that improved recall is an important indicator that the message has been conveyed, ideally influencing consumers’ brand preference structures.

Study

In another collaboration between the research institute CreateXY and Admeira, the extent to which recall has an impact on people’s willingness to make a purchase was investigated in more detail. For this purpose, three different settings (60 people per setting) were created in which subjects were exposed to a specific TV programme on SRF 1 and a comparable German private broadcaster followed by an ad break. As the ad break lengths for SRF 1 are significantly shorter and thus have an additional positive effect on recall, SRF created a setting with a short ad break and a setting with a long ad break.

Source: Mediapulse TV Data (Instar Analytics), CH-DE, 01/01 –30/06/2021, Mon–Sun 7–11 pm, all platforms, overnight +7, average duration of Swiss ad breaks without special advertising formats (Admeira calculation)

Afterwards, the 60 subjects from each setting revealed their willingness to buy certain products in a virtual shop. A fourth and final setting was the control group. The people in the control group were not exposed to a programme or ad break, but went straight to the virtual shop.

As with the AdRecall Uplift study, the ad break consisted of uniformly arranged TV spots by advertisers and two in-house productions by the two TV broadcasters.

Findings

The SRF 1 setting with a short ad break demonstrated two key advantages over the two settings with a long ad break:

  1. First, the ‘recall uplift’ enables more people to recall the advertised products in absolute numbers (+17%) and thus be influenced by the advertising message. This means that SRF 1’s ‘recall uplift’ achieves the ‘purchase uplift’. It is interesting to note that the effect is linear and therefore does not weaken as the number of people who recall advertising increases.
  2. Secondly, the ‘purchase uplift’ in the SRF 1 setting with a short ad break alone had a significant impact on the control group. The conversion from ad recall to purchase impulse was +65% in this setting

Basis: short ad break, SRF 1 group with 11 spots vs. control group
Source: Admeira study, ‘Purchase Impact’ 2021

The study thus confirms the importance and relevance of achieving recall values in an advertising campaign for which SRF broadcasters are predestined. Recall is the basis for the advertising message to manifest itself in advertising impact, thus increasing the purchase probability.

Even in the two settings with a long ad break, ad recall generated a higher purchase impulse. In concrete terms, this means that people who could recall their contact with an ad were significantly more likely to select the products advertised in the ad break when they subsequently visited the virtual shop.

Basis: long ad break, SRF 1 group with 18 spots and German private broadcaster with 18 spots vs. control group
Source: Admeira study, ‘Purchase Impact’ 2021

The recalled contact with advertising media also resulted in significantly higher purchasing impulses compared to the control group. It should therefore be noted that the advertising recall, in conjunction with the advertising message, can shift short-term brand preferences in favour of the advertiser.

Admeira conducts AdPanel studies for agencies and advertisers, which can be used to measure the advertising recall and shift in the brand preference that a TV campaign achieves. The findings from the AdPanel study will help you measure and optimise the performance of your advertising campaign on an ongoing basis.

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[1] SeeAdmeira 2020, «AdRecall-Uplift»
[2] See Reinecke, Janz & Hohenauer, 2016, Controlling der Marketingkommunikation: Zentrale Kennzahlen und ausgewählte Evaluationsverfahren

More information and answers directly from:

Cavaliere Marco
Marco Cavaliere

Director Mercato italofono

Fabbi Sébastien
Sébastien Fabbi

Director Broadcast Romandie

Gierling Thomas
Thomas Gierling

Head of Sales International

Walther Laura
Laura Walther

Director Agency Sales SRG