For Testing TV commercials
A copytesting system for children's TV commercials that has proven validity and unmatched diagnostic power.
Exposure Rooms are standardized. One computer screen plays a 10-minute show with 2 commercial breaks. Another screen plays still pictures from popular childrens TV shows and movies The children can watch either screen. Their faces are videotaped by a webcam mounted between the computer screens:
At home, ads need to grab and hold children under distracting conditions. The second screen functions like these home distractions.
Questioning. Closed-ends tap persuasion, appeal, and communication. Open-ends assess name recall (often critical for kids) and enrich the diagnostics. Custom questions may also be added.
Follow-up call. Parents are called and asked if the child asked for the product after the test. These data are used to validate the other measures and to identify the elements in the ad that drive purchase interest.
Here is what you get...
Topline report, including closed-end data tables, typed open-end verbatims and EyesOn(c) charts of attention flow -- which give unmatched diagnostics:
Final report. Adds purchase influence data, open-end content codes and full analysis.
VideoChart: a videotape of the test ad with moment-by-moment EyesOn scores superimposed on the screen.
Here is why it works...
Range of measures. This test not only measures children's thoughts after exposure (which other copytests do), it also records attention during exposure and behavior in the week that follows. Childrens thoughts and their actual behaviors are often quite different.
Naturalistic exposure. This test embodies the key elements of home viewing.
Program Version.(EyesOn(c) Testing)