InTeleTest

Natural-exposure, In-context TV and Video Content Evaluation and Diagnostics

InTeleTest provides validated, evaluative and full-sample diagnostic information in one comprehensive testing system. Respondents are screened through best-in-class web panels, and invited to watch programming and commercials like what they would normally see. The material is constructed based on the context in which the advertising will be airing. This can include, as examples, TV programming containing the test commercial with its position rotated across the pods, long-form advertising, and branded entertainment. Respondents are asked to view the stimulus as they normally would as part of a study of programming viewing habits. The next day they are asked to take part in a cloud-based, self-administered interview that contains our core metrics of intrusiveness (recall), message communication, persuasion, brand rating, ad liking and engagement. All respondents are then asked to view the test commercial again and are taken through a comprehensive diagnostic battery that may also include custom questions. InTeleTest, thus provides a rich combination of delayed and immediate evaluative and diagnostic information. Because its viewing environment is in-home and in-context, InTeleTest offers the most predictive measures available of real-world viewing. Reports include key findings and recommendations, and, if desired, tabulations of all data relative to norms and verbatim respondent playback based on G&R’s proprietary database of success factors.

InTeleTest offers three variations for delivering stimulus. In the first, respondents are able to stream content (programming and embedded commercials) directly through their web-browser. This provides a faster turn-around and lower overall cost while delivering the same in-depth next-day diagnostics. In the second, stimulus is sent to respondents via DVDs. In the third, respondents are invited to view live programming as it airs. This is the preferred design when the advertising should be tested in the context of actual scheduled programming, including such events as the Super Bowl, Academy Awards, Olympics, Wimbledon or the World Series, as examples.

Key Benefits and Features:

• Most realistic system to simulate normal viewing environment
• Best measure of commercial “attentioning” and retained communication
• Independent evaluation of commercial effectiveness against a validated battery of performance measures
• Full-sample and recaller-based diagnostics for more actionable learning
• Equally applicable for pre-testing or post-testing rough or finished commercials
• Basic design offered with streaming, DVD, and on-air stimulus delivery options
• Norms available in most categories, based on over 50,000 tested commercials
• Fact-based insights for improving performance