Nerd Alert: The Halo Effect of TV Advertising

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how the content of TV shows influences viewer perceptions of advertisements. They discuss new research on the "halo effect," and its implications for ad effectiveness across different TV genres.

Topics covered:   

• [01:00] "The Influence of Television Content on Advertisement: A Neurophysiological Study" 
• [03:15] Defining the halo effect in TV advertising
• [04:20] Impact of high-quality programs on ad perception
• [05:45] Ranking TV genres by brand value transfer
• [07:10] How different show types impact brand associations
• [08:50] The importance of engaging ads regardless of content 

 





To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Frontiers in Psychology. (2024, February 1). The influence of television content on advertisement: A neurophysiological study. *Media Psychology*, 15. https://doi.org/10.3389/fpsyg.2024.1266906  
 

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