Why Advertising on TV is so effective

Screenforce Genre Study


The experimental genre study by Screenforce compares the performance of advertising on different video channels such as TV, Broadcast Video-on-Demand (BVOD), YouTube and Facebook. The survey by eye square and Screenforce deals with the question of how viewers and users interpret media content and what influence this has on the effectiveness of advertising.


In this study, eye square and Screenforce investigate the reception situation by measuring and quantifying the human experience on three levels:


Defines all variables related to the technical execution of advertising.

How long are advertisements played?
How is sound and screen coverage set?


The study also examined the viewers’ visual attention span.

How long pay users and viewers attention to the screen during the ads being played?


Measurement of the emotional reaction of the audience to the activation by ads.

How well does advertising succeed in captivating the viewer emotionally?
Is he relaxed or active?


Perception and reaction are decisive for the ad-effect. They describe the reception situation in detail and provide valuable information about the quality of contact, which explains the differences in impact. With the study, it can be validly proven for the first time, that TV and BVOD are clearly superior to YouTube and Facebook in the other categories, on the basis of high case numbers investigated.

Key Findings

Advertising on TV is spontaneously remembered and is particularly effective with the audience

Emotionalisation in content and advertising is very diffrent in TV/BVOD and Social Media

A similar pattern emerges with the regard to purchase intention: TV and BVOD are in the lead

Activation for content and advertising is balanced on TV, but not on Facebook and Youtube

The value of emotionalisation and attention as a whole is available to BVOD and TV

The reception of advertising is much more relaxed in lean-back medium TV than on Youtube

Study Design and Methodology

Almost 250 in-home ethnographies were conducted for Screenforce study “Track the Success”.  The innovative study format includes the precise recording of the media use behaviour of study participants in their familiar surroundings. This possibility has the great advantage of depicting the media reception of participants as undisturbed as possible and therefore close to reality.


The complete technology, such as laptop, smartphone, webcam and skin conductance meter is delivered to the participants’ homes in a compact box for easy self-assembly. A study leader remotely controls the correct installation of the technology via smartphone.


A webcam is used to determine whether the study participant turns towards the screen during the advertisement and what his emotional state is like. With modern AI technology, the facial expression can be read exactly. A measuring device on the wrist measures the skin conductance. This data shows how relaxed or activated the participant is when viewing content or advertising.


An online survey of the participants, which determines classic advertising impact parameters such as advertising recall and purchase intention, rounds off the study design.


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Slides Genre Study

The presentation explains why advertising
is so effective in TV content

Slides Special Evaluation

Performance of skippable/non-skippable ads
and video ads and reception in-home and OOH

Track the Success Whitepaper

The study “Track the Success” was selected by the Advertising Research Foundation (ARF) as one of the most important research papers of 2021.


Malte Hildebrandt, Managing Director Screenforce, and Stefan Schönherr, Unit Lead and Partner eye square, presented it as the only research paper from Germany at this year’s AUDIENCExSCIENCE 2022 in New York.

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549 In-Home Media Ethographies
52% male, 48% female
51% 18-39 years, 49% 40+ years


79% Participants from DE (N = 434)
11%  from AT (N = 58)
10% from CH (N = 57)


Berlin, Hamburg, Frankfurt a.M., München
Wien and Zürich


Time Period:
January to March 2021

For this genre study, over 1000 media explorations and 400 hours of media usage behaviour were recorded. In the process, 8 different advertising media of brands from different industries were analysed.

Who is Screenforce?

Screenforce is a joint initiative of TV and online video content marketers in Germany, Austria and Switzerland.

Together, the 12 partners represent 95 percent of the TV advertising market in the DACH countries. Screenforce (until April 2015: Wirkstoff TV) focuses on research, marketing, and communication for TV and moving images.

Stefan (2)


Your Contact at eye square

He is an expert in advertising effectiveness research, implicit methods and media experience.

Stefan has been working as a brand and media specialist in the Brand & Media Experience unit at eye square since 2007 and has headed the unit since 2013. He has been a partner at eye square since 2018. As a graduate psychologist and market researcher, he works with a focus on media consulting, advertising impact and media reception.

Telefon +49 30 698144-16
Fax +49 30 698144-10
Email: schoenherr@eye-square.com


Your Contact at Screenforce

Olaf Schlesiger
Head of Research
c/o SevenOne Media GmbH

Telefon +49 89 9507-4234
Email: research@screenforce.de

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