Research Topics:

Advertising Effectiveness | Advertising Impression Studies | Advertising Research | Media Research-Radio | Media Research-Television | Media Research-Digital

Industry/Market Focus:

Advertising Agencies

Content Type:

Glossary

Commercials Testing Definition

Testing used to measure the impact of television and radio advertising.

Commercials testing is the systematic process of evaluating and analyzing the impact of advertising commercials. The method calls for collecting data and insights on how target audiences perceive and respond to parts of the commercials, like messaging, visuals, tone and overall impact. The testing is vital in marketing research for a number of reasons, including: optimizing effectiveness by identifying strengths and weaknesses in commercials; cost efficiency by testing commercials before wide-scale distribution to avoid mistakes and permit an opportunity to improve; audience insights by providing insights into how different demographic groups perceive and react to advertisements; data-driven decision-making by basing advertising strategies on empirical data rather than assumptions; and competitive edge by permitting companies to establish brands that differ from competitors. The goal is to judge whether commercials communicate the intended message and resonate with the target audience.

Who relies on commercials testing?

Marketing research professionals and companies that specialize in advertising effectiveness, as well as advertisers and companies engaged in promoting their products or services, benefit from this practice. 

Why should I care about commercials testing?

Commercials testing helps determine whether an entity’s advertising efforts resonate with target audiences. What’s more, it can judge whether the message is clear and is reaching desired engagement and response levels.