A second interesting example is that of Cup a Soup. The EVALUATE research we did for a Cup a Soup commercial showed that the commercial communicated the main message and emotion of the brand quite well, with exception of the last ten seconds. In fact, these last ten seconds were too much and even counterproductive.
As can be seen in figure 10, the overall appreciation of the commercial is high, yet interest drops from the 26th second until the end. The first 5 seconds (1) get immediate attention which results in a high willingness to look further. After a short collapse, the waves peak again at second 9 (2) when the whole mountain is shown (= curiosity and excitement). At 14″-15″ all waves score hight (3): the attention is fully drawn towards the start of the break with Cup a Soup. Between 21″ and 25″ important peaks show engagement on different levels (4). However, as from 26″ the waves are significantly lower (5): the end is not able to capture full attention. The whole add risks to have a more limited impacts because it lingers on.
“One of the things that struck me in this test,” Says Madeleine Janssens, “is that, having watched the commercial, respondents did not say or express in any way that they were not impressed by the last part of the commercial during the qualitative diagnostic research. They did not say it was boring or irrelevant. Yet, here, the brain wave analysis says otherwise: the commercial is not able to retain people’s attention or engagement during these final 10 seconds, in spite of the little joke with the delivery guy or the brand information part.”