Amplified Intelligence unveils partnership with RED C Research and TAM Ireland alongside latest takeaways: revealing the enduring power and attention-capturing capabilities of Linear TV and BVOD in Ireland.
Ireland & London, UK, 9th April, 2024: Amplified Intelligence, the most trusted source for accurate attention measurement, has released an in-depth evaluation of attention paid to ads on linear TV and BVOD (broadcast video on demand). Conducted in partnership with Ireland’s premier research consultancy provider, RED C Research, and TAM Ireland — The Irish TV measurement organisation — key results include the finding that 62% of Irish viewers consistently engage with TV ads.
The partnership brings together Amplified Intelligence’s industry-leading AI-powered technology and RED C Research’s unique panel to accurately measure the power of traditional media channels. Quantifying the persistent value of TV advertising, this research provides a vital insight base for brands and agencies aiming to craft high-impact cross-channel campaigns.
Encompassing a 200-strong panel of Irish viewers and 13,000 ad views, the study measured live engagement with creative from three major brands – including AIB and Irish Life — over linear TV, as well BVOD ads served to TV and mobile screens. Using Amplified Intelligence’s smart eye-tracking and gaze detection technology, in-the-moment viewing was meticulously measured to achieve a refined understanding of active, passive, and non-attention.
Key takeaways include:
- Six in ten viewers are engaged: A sizeable 62% of viewers consistently engage with ads at some level; paying either active or passive attention, which is directly related to the quality of content across the TV network.
- Advertising on TV increases likelihood to buy by 30%: When advertising on linear TV and BVOD, brands are 30% more likely to be chosen in a purchasing situation. Purchase probability is particularly high in key categories such as finance and healthcare, with each seeing increases of 68% & 21% respectively.
- Ads captivate attention for longer: Attention duration among viewers exceeds other markets; ranking at 300% higher than global Amplified Intelligence benchmarks for linear TV and BVOD, suggesting a reduced level of attention decay.
“An accurate understanding of attention is critical to fortifying media and advertising for the future. Our human-centric approach has always been at the forefront of all our research and this partnership with RED C Research and TAM Ireland proves that human behaviour is ever-changing and the only true indicator of the effectiveness of media platforms. We hope that this data will encourage advertisers and agencies to reevaluate their campaign strategies, and also serve as proof of concept that TV is still a valuable sector for ad dollars.” said Dr Karen Nelson-Field, Founder and CEO of Amplified Intelligence.
Jill McGrath, CEO at TAM Ireland commented: “We wanted to better understand what drives the effectiveness of TV advertising and gain a comprehensive insight that underpins more impactful and cost-efficient campaigns. The results exceeded our expectations and reinforced our belief that Linear TV and BVOD are holding their own in the face of stiff competition from new media.”
Richard Colwell, CEO, RED C Research added: “Our long-standing relationship with Amplified Intelligence already demonstrated the efficiency and effectiveness of measuring true audience behaviour in live environments, with collaborative efforts exploring the impact of social media ads. This research cements the precision and quality of its robust measurement approach, as well as expanding on our previous knowledge base. Looking at TV through a comparable lens, we can now provide insights that allow us to give clients an even better understanding of how their ads perform, at a brand level and across varying platforms.”
Methodology
The one-month study was conducted between October and November 2023 in Ireland, with data collected from an opted-in panel of 200 homes, recruited by RED C Research. Ad creative was provided by three leading brands — including AIB and Irish Life — and served in natural viewing environments to enable accurate measurement of viewing behaviour, including living room TV sets and mobile devices. Amplified Intelligence applied its advanced eye and gaze tracking to track real-time variations in active, passive, and non-attention, assessing a total of more than 13,000 ad views.
About Amplified Intelligence
Amplified Intelligence is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.
Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionise the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.
About RED C Research
RED C are premier providers of research-based consultancy services, across the RED C and Relish brands, with offices in Dublin and London. Based on our combined turnover the RED C Group of Research agencies is one of the top 120 market research companies worldwide, and in the top 75 agencies in the UK.
Founded in Dublin in 2003, we are the largest independent market research agency in the Republic of Ireland. We have been providing high quality research-based consultancy services to both blue chip and up and coming businesses both nationally and internationally for many years. Over 80 highly experienced and skilled consultancy staff look after the insight needs of companies worldwide. We are well known as one of the most respected social and political polling companies in Ireland, and a leading brand building consultancy.
About TAM Ireland
About TAM Ireland: TAM Ireland (Television Audience Measurement Ireland Ltd) oversees an accurate and effective audience measurement system for the whole of the television advertising industry.
TAM Ireland is made up of the majority of commercial broadcasters operating in Ireland (RTÉ, Virgin Media, TG4, Channel 4, Sky Ireland and Paramount) and the main Irish media buying agencies. We commission Nielsen Media Ireland to carry out the actual measurement service.