strategy/Decima poll

What would make Joe Canadian pay attention to your ad? The latest strategy/Decima poll suggests a little song and dance.

What would make Joe Canadian pay attention to your ad? The latest strategy/Decima poll suggests a little song and dance.

When asked, ‘What makes you most likely to stick around and watch a TV commercial?’ entertainment value was number one with 58% of the vote.

Perhaps unsurprisingly, the choice was most popular with youth versus older Canadians, as well as consumers with a high household income.

Other options were ‘an explanation of the product or service feature’ (which came in at 12%), ‘a great promotional offer’ (9%), ‘all of the above’ (2%), ‘none of the above’ (14%) and ‘don’t know/refused’ (5%).

A second query asked, ‘Over the last six months, what about a TV commercial has made you make a purchase?’ The most likely answer? ‘Nothing’ at 32%, followed by ‘the product benefits piqued my curiosity’ at 28%, ‘the commercial was so entertaining it caught my attention’ at 20%, ‘the promotional offer won me over’ at 13% and ‘don’t know/refused’ at 7%.

Rick Davis, creative partner at Toronto-based agency Gilbert + Davis, says dull does not sell, but unfortunately when you ask people about purchase decisions they often cite rational factors. That is why focus groups are detrimental to the creative process, he adds.

The answer is to craft a spot that intrigues and links to the brand message, says Davis, who points to the Buckley’s ‘It tastes awful. And it works’ campaign as a good example. ‘I don’t know how that would have researched. The courage of that brand has been self-effacement.’ And, to quote Buckley’s, it works.

For full results, call Decima Research at 416-962-2013.