TV viewers are being encouraged to pay greater attention to TV ads in an
initiative designed to improve ad effectiveness being launched by
Carlton UK Sales this week.
Carlton, the sales house for Carlton and Central Television, is offering
viewers cash prizes as part of a competition based around TV ads.
The idea aims to improve ad effectiveness by boosting attention levels
to commercials. It is also designed to attract lapsed or new brands to
daytime ITV. Advertisers can take part in the initiative if they book
daytime-only ad campaigns on Carlton or Central in May and June.
The competition, called Freeze Frame, involves the screening of an ad,
which is then paused mid-way through. Viewers are asked to identify the
product from the freeze frame.
The response mechanism for the competition also includes a number of
questions designed to allow advertisers to measure the impact of their
Martin Bowley, the managing director of Carlton UK Sales, said that
‘challenging viewers to think about a commercial in this way will
increase brand recognition’.