Study: Edgy Content = Better Ad Recall
By AAN Staff
october 15, 2003 02:34 pm
Recognizing that advertisers are often hesitant to
promote their products in edgier programs,
Comedy Central asked Frank N. Magid
Associates to determine whether ads that run in
risqué programming are more effective in terms of
brand recall (they are, say the results).
Additionally, based on interviews with the 400
adults sampled, the research showed that brands
advertised are not negatively affected by the
content of the show. "We found that agencies
needed more ammunition to show clients that
there is a positive value to edgy programming,"
said Ray Giacopelli, Comedy Central's vp,
research and ad sales.