TELEVISION - If it doesn’t SOUND good, it doesn’t work.
Eye Cue has one simple rule about television advertising: audio first, visuals second. In our experience, an effective TV ad is not TeleVISION…it’s TELL-a-vision. And so, when a TV ad doesn’t pay full and close attention to the audio, that ad is doomed to beg the question: "What’s wrong with this picture?"
To start with, TV Ad visuals almost NEVER capture a viewer’s attention (especially if they’re tuned out during a spot break). What captures their interest is AUDIO: crisp, engaging dialogue…attention-getting sound effects…mesmerizing rhythm…compelling music.
Most television commercials focus almost entirely on visuals. The audio track is often an after-thought intended to SUPPORT the visual action. And so, when consumers "see" a bad television commercial, their first defense is simple: hit the "MUTE" button. Why? It’s simple: they can easily ignore the visuals, but they can’t escape the sound.
Sound - when masterfully crafted - is engaging, pervasive and infinitely more memorable than sight. And while many ad pros are fond of saying, "advertising isn’t rocket science," scientists have proven that audio memories last five times longer than visual memories.
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