Designed to pinpoint precise changes that can take a good creative execution and make it great, PTG’s truTube approach to TV copy testing offers several significant methodological advantages over other legacy approaches.
First, our copy tests take place in a highly contextual, real world environment. Respondents participate in our research thinking they are evaluating network television programming – not advertising. They are invited to watch TV as they typically would allowing us to capture their viewing behavior while individuals change channels and use DVR functions.
By mimicking an actual TV viewing experience we can evaluate whether a respondent was naturally inclined to watch an ad or zap past it with their remote control. This is not the case across competitive approaches where they remove the human element by only showing the test ad in a forced setting. It is important to note that while our methodology starts with a natural viewing experience, for comparative purposes, we also collect a series of forced exposure diagnostic questions.
To further our goal of offering a real world testing environment our methodology includes a competitive ad as part of the research. Specifically, our design calls for a test ad to appear twice during commercial breaks. In the event that a respondent elects to “zap” or change channels, we “road block” the ad across all three channels to ensure exposure to the commercial. However, the respondent’s level of zapping of the test commercial is still recorded to help determine overall involvement with the commercial. As noted, a competitive commercial and a filler spot are also shown twice, and road blocked (so as not to draw attention to the test ad), while other filler commercials vary on each station.
Additionally, our truTube methodology uniquely incorporates our patented Saccadic Eye Movement Recording technology which measures second-by-second visual engagement as well as element-by-element eye tracking.
To learn more about truTube, please contact us at firstname.lastname@example.org.