Alister Houghton is content marketing manager at text analytics software provider Relative Insight. This is an edited version of an article that originally appeared under the title, “Gathering video and audio advertising insights.”

Brands entered 2023 under strain from economic turbulence. Organizations are reviewing and controlling costs, with marketing and ad spending among the areas under scrutiny. Marketing teams require even better advertising insights to ensure commercials cut through to consumers and generate ROI.

With global ad spending expected to hit $740.9 billion this year, conjuring creative that captures attention in an ever-competitive market is vital. But what aspects of commercials get people talking? To find out, we turned to comparative text analysis.

We rooted our comparison using two key media types – video and audio. As well as incorporating both online and offline distribution, these traditional ad types get people talking. We used a social listening tool to gather online conversations in America throughout 2022 around both types of commercials, before uploading them to our text analysis platform.

Relative Insight’s comparative methodology surfaces the differences in text data sets – highlighting what matters most to different audiences. It also offers an unbiased analysis of text data, uncovering only statistically significant differences in multiple data sets, rather than the hypothesis-based approach required for more time-consuming manual analysis.

This approach meant that, when it came to identifying how people talk about video and audio commercials, we were able to reveal some surprising advertising insights.

There was a stark difference in how the public talked about the placement and nature of video and audio ads.

Video ads were seen as an inconvenience. Whether they’re interrupting viewers’ favorite shows or delaying them watching a YouTube vid...