New Disney Study with eye square: Emotional Connection Boosts Advertising Impact in Streaming

How do emotional connections to movies and TV shows influence the impact of advertising? We explore this question in our new study “The Disney Difference: Revealing the Magic Behind Advertising Effectiveness”, which was conducted in collaboration with Disney.

The study analyzes how the relationship between viewers and the movies and TV shows they consume affects the perception and impact of advertising. The study focuses on three key factors: emotional connection, a strong enthusiasm for content, and the content’s long-term appeal.

Key findings at a glance:

• Emotional connection: Viewers with an emotional connection to a show are 2.5 times more likely to recall advertising details and nearly 4 times more likely to express purchase intent.
• Enthusiasm for content: Fans recall advertisements in detail more than twice as often and exhibit a 1.9-times higher purchase intent.
• Long-term appeal: Viewers who want to rewatch content show a 4.7-times higher level of detailed ad recall and a 5-times higher purchase intent.

Insights into the Research Methodology

The joint study is based on 1,104 users of ad-supported streaming platforms in the UK and was conducted between January and March 2026.

To obtain a comprehensive picture of viewer reactions and advertising impact, various research methods were combined. These included eye tracking, facial emotion tracking, and follow-up surveys featuring implicit response tests and brand lift measurements.

By combining these methods, researchers were able to examine both viewers’ visual attention and emotional responses, as well as their conscious and implicit reactions to advertising.

Want to learn more about this study? Read more here!