Do morning air ads work much better?
One of those recurring themes in the articles on productivity, vital advice or lifestyles is usually to face those who are ‘people of tomorrow’ against those who are not. Articles often focus on how work dynamics change and how we should adjust to what works best for us. And, of course, all this is also a recurring element in popular culture. Who has not found a character in a novel or series who is “not a person” until they have their first coffee of the day?
But the truth is that the change between morning, afternoon and until night has an impact that goes much further. It also changes how we consume, how we respond to messages and how we process ads. On this last point, the studies make it clear that the announcements that we come across in the morning have a different response than the announcements that we come across in the afternoon.
The most recent of the studies on the issue has been carried out in the USA TVSquared and has focused on television advertising. After analyzing DTC (direct-to-consumer) business ads for 15 months on American television ($ 138 million ads), he came to some conclusions about how shoppers responded to messages.
The most interesting and striking is that these ads worked much better in the morning. Consumers connected with their messages better and responded to them more effectively if they saw the ad in the morning.
Tomorrow’s announcement, more effective
The announcements emitted during the morning achieved a response rate 105% higher than the average, data well above 37% more than the announcements emitted during the day in general. Key hours and night weren’t working well for these ads. The response fell 15% in prime time and 20% in nightly ads.
The analysis also found differences between the type of content in which the ads were positioned and the days. The ads that went on children’s entertainment breaks, talk shows and programs in Spanish (broadcast in the US, of course) worked much better than other types of content, with a rise of 175%. The same happened with some days. On Thursdays and Fridays they achieved a much more favorable response.
Why do these ads work better in the morning? Does it have to do with the type of product? Is it a question marked by the broadcast schedule and by the viewers on the other side? Is it simply that we have a ‘fresh’ mind of brand recommendations first thing and we receive their content better?
The study has not gone into making valuations or establishing theories about what makes ads work much better first thing, although the truth is that it is not the first study that finds a relationship between results and hours.
Same data for video ads
Another study had focused on what was happening with online video and its advertising and its data also indicated that mornings were the best time. Its positive fork was quite wide, yes.
According to the conclusions of the study, conducted a few years ago by YuMe, consumers received much better online video ads between 3 a.m. and 12 noon. The data was 17% more favorable, 12% more to recommend the product and 11% more to buy than the control group achieved. The data was positive in the other slots as well, but not so much. The hairpin from 12 noon to 5 pm actually collected the poorest data. And, the earlier in the morning, the more favorable consumers were to the ads they received on video.
Nor did the study draw conclusions about what made consumers view those ads better, but Business Insider also speculated that fewer brand impacts had been received. That is, in the early hours, consumers had still received a limited number of media and advertiser content, which would make their brains less saturated with managing information.