Visual Transfer Onderzoek engels

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Visual Transfer Study

• Radio 538 Initiative Media
• in cooperation with
• The Audience Profile Company

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Visual Transfer literature Basic hypothesis

• Stored pictures can be recalled in memory by
  acoustic signals
• (Handbook advertising Kluwer 1983)

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Visual Transfer literature Results

• Previous research
• ESP radio 1966
• NBC radio 1967
• Metromedio radio 1969
• IPA radio Tele Luxembourg/Slesina Bates 1977
• Radio Advertising Bureau 1993
• Tested the effect of sound for a limited number
  of known TV-commercials
• Independently, the studies resulted in a Visual
  Transfer percentage of about 72

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General objective Visual Transfer

• To what extent does Visual Transfer occur on a
  wide scale of recent Dutch campaigns?
• Which variables influence the extent of this
  effect?

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Research Design

• CATI, fieldwork 6 sessions October 27th -
  November 12th 1997
• Advanced software The respondent hears the
  campaign, at the same time, the interviewer sees
  the pictures of the commercial on his or her
  sreen
• Extended preparing sessions with the interviewers
• Random sample 13 years and older
• 26 commercials (8 radio-TV commercials/18 TV
  commercials
• nminimum of 250 each commercial, total n1577

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Selection of the campaigns

• Wide scale of commercials, not just the very well
  known
• Multimedia campaigns (TV radio)
• Sound of the radio commercial (almost) the same
  as sound of the TV commercial, meant as an
  extension of the TV commercial Visual Transfer
  is the intended effect
• A different content and meaning on TV and radio
• TV campaigns without a (almost) similar radio
  commercial The makers didnt directly intend
  Visual Transfer

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Definition Visual Transfer

• Visual Transfer the correct, spontaneous recall
  of essential visual elements of the commercial
• The recall of related elements (e.g. elements of
  old commercials) no Visual Transfer
• Pictures created by the respondent no Visual
  Transfer
• Nothing

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To what extent does Visual Transfer occur
foreign countries
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To what extent does Visual Transfer occur
foreign countries vs the Netherlands Top 5
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To what extent does Visual Transfer occur Top-5
vs dutch average 26 commercials
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Which variables influence the extent of this
effect?

• Influence content and characteristics commercial
  e.g. the use of a classic song or use of self
  composed music
• Influence of personal characteristics respondent
  e.g. age, sex etc
• Influence of mediaplanning amount of TV GRPs

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Characteristics and content of the commercial

• Multimedia campaigns versus TV-campaigns
• Classic song, own music, storyteller, drama
• Are the pictures deducible from the audio
  fragment?
• Advertiser or brand named or not?
• Likeability

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Multimedia-campaigns vs TV-campaigns
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Content audio-commercials
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Are the pictures deducible from the audio
fragment?
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Brand named in audio fragment
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Likeability commercials
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Personal characteristics respondentsignificant
relationship Visual Transfer

• Age
• Education
• Employment
• Attitude regarding radio-commercials

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Visual Transfer by age
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Visual Transfer by education
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Visual Transfer by employment
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Visual Transfer by attitude regarding
radio-commercials
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Visual Transfer by favourite radio-station (ngt50)
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Less or not important

• Sex
• Responsible for daily shopping in household
• Hours of listening radio
• Place of listening
• Attention for radio
• Hours of watching TV
• Attention for TV
• Attitude regarding TV-commercials

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Influence of mediaplanning

• How many GRPs on TV before you can optimally
  benefit from Visual Transfer on radio?

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Commercials and amount of TV-GRPs
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Conclusions Visual Transfer study (I)

• The best scoring commercials generate a Visual
  Tranfer percentage of 74 this is more or less
  the same as found in previous, foreign studies
• Even the sound of TV-commercials which are not
  intended to broadcast on radio, generate the
  right pictures in 50 of the cases

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Conclusions Visual Transfer study (II)

• The content of the commercial is an important
  factor
• Drama or a play works best
• A storyteller generates a relatively high VT
  percentage as well
• Own composed song/tune works better than.....
• ....the use of a known/classic song

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Conclusions Visual Transfer study (III)

• Likeability is crucial the higher one
  appreciates the commercial, the better one scores
  on Visual Transfer
• The Visual Transfer score is higher amongst the
  following groups
• 29 years and younger
• high education
• employed
• positive attitude towards radio-commercials

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Conclusions Visual Transfer study (IV)

• As expected, respondents who listen to stations
  which attract youngsters, score a high Visual
  Transfer percentage
• To generate Visual Transfer, at least 400 GRPs
  on TV beforehand seems essential
• However, the good commercials score with 3-4
  contacts a Visual Transfer percentage of 60-70

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Final conclusion

• Visual Transfer works!
• The point is not to buy a lot of TV-GRPs, the
  creative factor is more important
• This study found a higher effect under
  youngsters, high educated and employed
  respondents

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