How 'right-brained' TV ads attract and hold consumer attention – as well as drive emotion

Analysis by research company System1 and attention-tracking firm TVision have established that the same creative techniques deliver TV ads that perform strongly in terms of both emotion and attention.

Television spots can use the same creative techniques to maximise attention and emotional responses from viewers – but many ads ignore these best practices altogether.

Such insights emerged from an analysis of 195 TV commercials using the ad-ratings s

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands