Reaction Time gives deeper insights into the impact of TV ads on brand and product image

TV advertising is an art: even a masterpiece that engages customers can stay just an entertaining video with no business benefit. Discovering how the commercial performs on key values and how it is perceived by consumers seems to be a necessary step to better utilise media spendings. Implicit testing can help even more: it reveals pure emotional and intuitive reactions to tested materials.

Improve your ad by discovering:
  • how customers perceive the spot
  • how the commercial performs on key values
  • the impact of the TVC on brand image
  • how to choose the best version of the ad

Does a great brand truly need a refreshed label?

Business issue: Budweiser was about to launch a commercial in Poland that was originally designed for a different market. The goal of the study was to understand consumer perception of the TVC before launching the campaign on a new market. The test was conducted on selected key values of Budweiser.

  • Client's industry: alcoholic beverages
  • Sample: 196 respondents

On the explicit level the ad seems to move people (83% declarative yes) and to encourage them to buy beer (82%). Lower scores were observed for the statement 'is informative'.


the bars indicate how many respondents agreed with the statement.

Strong attitudes can be observed only for the statement ‘moves me’ – this means that people are emotionally convinced in what they declare. On the other hand, respondents are moderately certain if the ad is informative.

The statement ‘encourages me to buy beer’ seem to be lip service – even those who said YES were uncertain of their own opinion.


the bars indicate how many respondents agreed with the statement.
the color shows the strength of an attitude. The higher the speed, the more certain respondents are about their opinion

The commercial is heartwarming but it seems that it’s not enough

The commercial is touching, so it can be used to warm up the brand image, but it is not related with the product, therefore the sales potential is rather limited. People truly believe that Budweiser is of high quality but at the same time the refreshing value is not perceived as credible. After the commercial, respondents showed more confidence in sharing it with friends and seemed to care more about the brand. What seems to be the most worrying is that after the ad they become even less convinced that they would buy the product.

The ad can be used to improve brand perception but at the same time it can have a slightly negative impact on willingness to buy the product, therefore sales- and product- oriented actions should be taken.