Despite recession, Americans prefer silly and tearjerker ads over promotional

despite recession americans prefer silly and tearjerker advertisements over promotional doritos superbowl commercial 2012

When it comes to memorable commercials, usually whichever resonates with you the most are the ones you’ll end up talking about with your friends at the next gathering. A recent study by Nielsen Wire concludes that more Americans prefer funny or sentimental advertisements over ones that promote savings pre, during, and post-recession. Which doesn’t come as a total surprise, considering the former types of ads are the ones that generate the most buzz.

despite recession americans prefer silly and tearjerker advertisements over promotional nielsen wire ad genres studyLooking at 4,000 commercials and their effectiveness between 2006 and 2011, the study found that humorous ads often did better than any other categories. Out of the average score of 100, funny ads were 47 percent more appealing to consumers pre-recession and 33 percent post-recession. Similarly, sentimental ads jumped from 12 percent below 100 pre-recession to 7 percent above average in 2011. It seems America can’t help but fall in love with tearjerker commercials.

Meanwhile, despite the recession, advertisements that go on and on about savings seem to perform below average. Before the recession, value-oriented commercials received a rating of 71 out of 100, and now stands at 60 after the recession. It’s possible that these types of commercials are largely unoriginal, and viewers are trained to tune out uninteresting commercials despite their needs to seek the best deals in daily purchases. Simply put by Nielsen Wire: “Ads [that] focused on product features and promotion/price do not resonate with viewers… even during tough economic times.”

But if the study finds that tearjerker commercials are so good at tugging America’s heartstrings, we can only wonder what the deal is with Google commercials. We admit the recent Hangout, Gmail, and Google Plus commercials are quite effective in pulling us into a sentimental place (i.e. Google Chrome’s Dear Sophie or Parisian Love, which debut in 2010 Superbowl XLIV) but there’s still some bashing against Google Plus and its utter failure against other social networks. Maybe Google should consider going in the comedic route to get more buzz.

In closing, the study also suggests that future trends in effective advertising post-recession will now stem from consumer confidence. “Look for the rise of the global middle class, urbanization, the new female economy and a notable shift in advertising spending to all be engines for change and the future growth of consumer spending,” the post reads. Will do.

What are some of your favorite ads, and do you find the genre an influential factor in your lifestyle choices? Share your thoughts in the comments below.

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