Slow vs. Fast Ads: New Research Studies the Pace of Commercials

The Research

TV commercials featuring slow-moving objectives and visuals prompted a high degree of understanding from consumers. Not only that, but consumers found the product being advertised more desirable due in large to the advertisement’s ability to emphasize product benefits. 

This correlation may relate to the consumer having more time to process the advertisement. At the same time, slower advertisements may not have more information, but the quality of that information is what seems to benefit the commercial. 

Fast-moving TV commercials found that consumers had a lower understanding of the product, leaving the consumer to wonder about the product’s or service’s feasibility. Fast-moving commercials left consumers focusing more on product attributes than benefits. 

Explanation of Findings

Since there isn’t as much time to process the entire aspect, viewers of faster advertisements seem to latch on to the product attributes rather than the benefits. Benefits are typically only seen when a person can actively process how that product will enhance their experience. 

If the advertisement doesn’t give the consumer enough time to think about those benefits, they’ll process the product’s attributes more than the actual in-ate benefits this will have on their life. 

Additional Studies

Two additional studies show how advertising speed affected how consumers thought of the product in terms of quality and price.

The third study, with slower advertisements, found that consumers responded to desirability advertising appeals. Additionally, consumers emphasized the product’s quality over its price. 

The fourth study kept fast advertising speed. The research found that consumers preferred feasibility advertising appeals. Additionally, consumers focused on the product’s price.