Study: Edgy Content = Better Ad Recall

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.