Television And Cable Promo Testing

Marketing content effectively is as important as optimizing the content itself, and Screen Engine/ASI understands the concerns clients have about their creative marketing materials. Some of the questions we focus on answering are:

  • How effective is the promo? - Will viewers tune in?
  • What does the promo tell potential viewers about the show?
  • How are characters perceived, and are they reasons to watch the show?
  • What do viewers like best and least about the promo?

Additionally, we can explore:

  • Advocacy potential - Would viewers recommend the program to their friends and family?
  • Call to action – Are viewers motivated to find out more information, or set their DVRs?
  • What about the promo sets this series apart from others?

Screen Engine/ASI is able to test advertising on its own, through forced exposure monadic or sequential monadic testing, or within its natural context in a clutter environment. We are also able to employ dial testing on longer format spots, or promos embedded in a clutter reel.

We also offer qualitative solutions when evaluating a broader campaign or overarching branding across multiple promos.

  • Monadic Testing is the cleanest approach, with no possibility of order bias, and provides the shortest experience for the respondent. Messaging is the focus of this approach.
  • Sequential Monadic Testing can be the most cost effective approach, particularly if a campaign involves a large number of spots that are ready to be tested at one time. Respondents typically are exposed to two different promos in randomized order. Messaging is again the focus of this approach.
  • Clutter Testing positions the promo in a more real-world setting by embedding the spot within an ad pod in a full length or cut down TV program. Recall is the focus of this approach, as we can identify which ads are more effective at breaking through the clutter.