Asian TV ads turn audiences off in the first 10 seconds: AsiaEmotion

AsiaEmotion is a joint venture by Gordon & McCallum, Cimigo and nViso. The three companies conducted the study in December 2012, by testing 75 TV ads in China, Hong Kong, India, Indonesia and Vietnam among 750 viewers. It aims to find out how Asian audiences respond emotionally to TV advertising. 

The study found that a heavy emphasis on direct 'selling' or showing in-use demonstrations at the beginning of TV ads turns off audiences quickly. Viewers switch off emotionally and do not become involved in the story. 

“It goes back to the thought that people watch TV to be entertained,” Brandie Tan, ECD of Lowe Malaysia told Campaign Asia-Pacific. “They won’t switch modes when commercial breaks come if they're still in the 'I want to be entertained' mode.”

The result of the study shows the first 10 seconds of the TV ad are the building blocks for later engagement. While the last third of the ad tends to generate a more emotional response, the first third establishes whether engagement will occur and response will build.

It suggested advertisers should establish “an emotional reason for watching” and start the process of coherent storytelling and building engagement.

“I think the key to any TV spot is strong storytelling, and when you only have 30 seconds to tell a story, the first three to five seconds are critical in capturing attention,” Eric Cruz, ECD of Leo Burnett Malaysia, told Campaign Asia-Pacific.

“With the ‘two-screen’ phenomenon, mobile and tablet devices on hand, it’s getting harder and harder to gain anyone’s attention. So, you have to capture the viewers’ attention visually and sonically and it has to have strong elements that resonate with that culture,” he suggested.

“Stories engage people, such as happy stories, sad stories, thrillers, stories about underdogs and adventures,” Tan agreed. “If a 30-second spot, or more importantly, a 15-second spot is able to tell a good story which involves the product, happens because the product was not around, or has yet to be used, then people may feel a connection with the brand more.”

The study said using celebrities can only convey emotions realistically when the audience has strong empathy towards the celebrity and his or her role goes beyond benign endorsement, to being integral to the story.

Cruz also pointed out that different markets respond to different types of emotion.

“But it's not something that can be held to a ‘link test’ science, even though the industry norm is to run through ‘testing’, which only succeeds in safety, appealing to everyone, and perhaps stripping the most essential ingredients out, in order to make sure everyone responds in the middle,” he explained.

For instance, he finds that what works in Malaysia is emotional and melodramatic storytelling; in Thailand, it’s humour; and in Japan, it’s quirkiness. To him, the most successful commercials are ones that weren't tested, such as P&G’s 'Best job' and all the Nike ads.

The study also stressed the safe 'tried and true' TV ad styles are failing dismally. Asian advertisers need to take risks and break category expectations.

“Asian advertisers have a tendency to go with the flow. Some clients want the tried and true, because it’s what supposedly works and appeals to the masses,” said Cruz. “My take on it is when everyone is going one way, you should go the opposite way, and differentiate yourself from the rest. If everyone is shouting about the same thing, then all we succeed in doing is blending in.”