What is Visual Transfer Basic hypothesis Stored pictures

What is Visual Transfer? Basic hypothesis: “Stored pictures can be recalled in memory by acoustic signals” (Kluwer, handbook of Advertising, 1983) Definition: Visual Transfer is the correct recall of images associated with TV campaigns from aural triggers.

Visual Transfer Extensive Previous Research • Studies – – – ESP radio 1966 NBC radio 1967 Metromedia radio 1969 IPA radio Tele Luxembourg/Slesina Bates 1977 Radio Advertising Bureau 1993 The Netherlands 1997 • Tested the effect of soundtracks without the visuals for a number of known TV-commercials • The studies showed consistently a high level of “Visual Transfer”.

Visual Transfer in Ireland • High levels of radio listenership in Ireland suggest Visual Transfer would be particularly effective • Initial research study to test the principle of Visual Transfer in the Irish Context • Which variables influence the extent of this effect?

Methodology • 1, 001 interviews carried out 21 st May - 8 th June. All interviewing conducted from MRC’s Telephone Research Centre in Santry in Dublin • Fieldwork was conducted using Computer-Assisted Telephone Interviewing. A separate television/VCR was used to play television advertisements which the interviewer could see and hear while the respondent listened. • 20 advertisements were tested - five per interview. The order of advertisements was rotated to avoid bias. • All interviewing conformed to IQCS guidelines and 10% of all interviews were silently monitored. • Data cross-checked against JNLR for validity and representativeness.

Interview Content • Radio listening and TV viewing behaviour • (Ads played to respondents) • Recognition • Images associated with the ad. • Product and brand recognition • Likeability • Source of recall and frequency of exposure • Involvement with the brand.

Study Findings

Recognition of Advertisement Approximately 250 for each advertisement (Asked of all those who have watched TV in past 2 weeks) Barry’s Nissan Surf Budweiser Telecom Eireann Average recognition: 72%

Recall of Brand Advertised Approximately 250 for each advertisement (Asked of all those who have watched TV in past 2 weeks) Kellogg’s Budweiser Barry’s Nissan VHI Average recall of brand: 70%

Likeability of the Advertisement Approximately 250 for each advertisement (Asked of all those who have watched TV in past 2 weeks) (On scale of 1 to 10) Budweiser Barry’s VHI Aer Lingus Telecom Eireann Average likeability score: 5. 50

Visual Transfer Approximately 250 for each advertisement (Asked of all those who have watched TV in past 2 weeks) Barry’s Surf Kleenex Kellogg’s Nissan Average VT Score: 59%

The Effect of Visual Transfer Ireland vs. The Netherlands % Visual Transfer Ireland The Netherlands

Which Variables Influence the Extent of Visual Transfer? • The content commercial and characteristics of the – Drama vs. narrator vs. own music vs. classic music • Personal characteristics of the audience – Age, sex, socio-economic grade • Coverage achieved by the campaign.

The Content & Characteristics of the Commercial % Visual Transfer Drama Narrator Own Music Classic Music

Personal Characteristics of the Audience Age & Sex % Visual Transfer 15 -24 25 -34 35 -44 45 -54 55+ Men Women

Personal Characteristics of the Audience Socio-Economic Grade % Visual Transfer AB C 1 C 2 DE Farmers

Conclusion

In Conclusion …. • The huge appetite for radio makes Ireland a perfect market for Visual Transfer • Creative approach is, of course, vital • Drama works best • The use of classic songs or music is least effective • Likeability of the commercial does not affect Visual Transfer • The younger generation and women are most receptive. VISUAL TRANSFER WORKS

SUMMARY AND LOOKING FORWARD • Research has proved that the Visual Transfer from a televised ad to radio is effective and aids recall • Lite FM has had a considerable impact on 98 FM and 104 FM showing audience erosion year. • Today FM, Radio 1 and 2 FM all holding ground year on year. Source: JNLR / MRBI