A classic pre-test of a TV commercial in its advanced or final form

Why and when?

  • To increase the chances of an advertising campaign by defining:
    » how persuasive the ad is, and how well remembered in connection with the brand
    » what impact it has on the brand's condition and image
    » whether it matches the strategy

What do you get?

  • Assessment of how effectively the TV commercial gets through to viewers and evokes a reaction, defining impact on sales, and a full diagnosis of its strengths and weaknesses
  • Recommendations regarding broadcast of the commercial and suggestions on possible modifications aimed at optimising its effectiveness


  • In the natural conditions of watching TV commercials (at home, the respondent's attention focused on a television programme and not an ad within a commercial block)
  • The level at which it reaches viewers is measured via deferred and confirmed recall of the commercial (after 24 hours)
  • Persuasiveness and impact on brand is measured using the experimental model, ensuring reference to the brand's current situation on the market in question

Learn more

Magdalena Lewandowska
Ipsos Connect Director