One of those recurring themes in articles on productivity, vital advice or lifestyles is usually that of pitting those who are ‘people of tomorrow’ against those who are not. Articles tend to focus on how work dynamics change and how we should adjust to what works best for us. And, of course, all of this is also a recurring element in popular culture. Who has not found a character in a novel or series who is ‘not a person’ until he has had his first coffee of the day?But the truth is that the change between morning, afternoon and even night has an impact that goes much further. It also changes how we consume, how we respond to messages, and how we process ads. On this last point, the studies make it clear that the ads we come across in the morning have a different response than the ads we come across in the afternoons.The most recent study on the issue has been carried out in the US by TVSquared and has focused on television advertising. After analyzing DTC (direct-to-consumer) company ads for 15 months on American television ($ 138 million worth of ads), he came to some conclusions about how shoppers responded to the messages.The most interesting and striking is that those ads worked much better in the mornings. Consumers connected with your messages better and responded to them more effectively if they saw your ad in the morning.

Tomorrow’s announcement, more effective Ads broadcast during the mornings achieved a response rate 105% higher than the average, data well above 37% more Taiwan Phone Number List than the ads broadcast during the day in general. Key hours and night were not working well for these ads. The response fell 15% in prime time and 20% in nightly ads.In the analysis they also found differences between the type of content in which the ads were positioned and the days. Ads that were on entertainment breaks for children, talk shows and programs in Spanish (broadcast in the US, of course) performed much better than other types of content, with an increase of 175%. The same happened with some days. Thursdays and Fridays got a much more favorable response.Why do these ads work best in the morning? Does it have to do with the type of product?

Is it a question marked by the broadcast schedule and by the viewers who are on the other side? Is it simply that we have a ‘fresh’ mind from brand recommendations first thing in the morning and do we receive their content better?The study has not gone into making assessments or establishing theories about what makes the ads work much better first thing in the morning, although the truth is that it is not the first study to find a relationship between results and hours.Same data for video adsAnother study had focused on what was happening with online video and its advertising and its data also indicated that mornings were the best time. Its positive fork was quite wide, yes.According to the findings of the study, conducted a few years ago by YuMe, consumers received much better online video ads between 3 a.m. and 12 noon.

The data was 17% more favorable, 12% more in intention to recommend the product and 11% in purchase intention than what the control group achieved. The data was positive in the other time slots as well, but not so much. The range from 12 noon to 5 in the afternoon actually collected the poorest data. And the earlier in the morning, the more favorable consumers were to the ads they received on video.Nor did the study point to conclusions about what made consumers see those ads with better eyes, but Business Insider also speculated that fewer brand impacts had been received. That is, consumers had still received a limited number of media content and advertisers early in the morning, which would make their brain less saturated with managing information.

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