Explore the impact of emotional congruence and dissonance between programs and advertising. A broad discussion about the emotional context in which ads are experienced, with an emphasis on perceived emotional tonality of programs and ads rather than the emotional state of viewers themselves. This provocative study is based on Magid's EmotionalDNA™, a new viewer-derived portrait that defines the emotional tonality of primetime television. View More

New study results on the impact of emotional congruence and dissonance between programs and advertising. Presented by Marcela Tabares, A+E Networks SVP Revenue Research; Don Robert, A+E Networks SVP Research & Analytics; and Mike Bloxham, VP National TV & Video from Frank N. Magid Associates.

This provocative study is based on Magid's EmotionalDNA™, a new viewer-derived portrait of primetime television that defines the emotional tonality of 785 prime time shows based on a survey of 15,000 people - an approach adapted to a parallel survey of 100 ads for this initiative.

This unique thought leadership study is intended to inform the broader discussion about the emotional context in which ads are experienced, with an emphasis on perceived emotional tonality of programs and ads rather than the emotional state of viewers themselves. View Less