NEWS: Carlton builds quiz into ads breaks for effectiveness study

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.

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

creative work.



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’.