This five-question TV Ad Research Survey opens by confirming whether the respondent has watched any TV ads in the past week so the owner can manually filter replies by recent viewing. It then captures their overall sentiment toward TV advertising with a 1-to-5 rating, before asking which characteristics (such as humor, good storytelling, or emotional connection) make an ad appealing, and an open-ended question about what drives them to change the channel. The survey closes by asking how likely they are to remember a recently seen ad one week later, measuring real-world recall. After submitting, respondents see a thank-you screen acknowledging their participation.
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Relies on the appeal characteristics question to learn which creative qualities — like good storytelling or a memorable jingle — resonate most with their target audience.
Uses the recall question alongside the overall sentiment rating to track how well TV advertising is cutting through and staying with viewers over time.
Draws on the open-ended question about unappealing ads to pinpoint specific viewer turn-offs that should be avoided in future campaign briefs.
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