Barking IPA ‘Dogglebox’ experiment gauges canine views on Christmas telly
The IPA has finished a novel piece of audience research by gauging the reactions man’s best friend to Christmas TV advertising in an effort to give advertisers paws for thought.
‘Dogglebox’ saw canine viewers exposed to seasonal fare in the form of a series of high-profile television ads whilst scientific analysis of their posture, eye position, yawns, barks and pants were measured to determine emotional engagement.
The battery of tests showed that clips from John Lewis, Marks & Spencer and Sainsbury’s drew the most drool, although most participants were keener on going out for a walk.
Lorna Hawtin, disruption director of TBWA\Manchester said: “We looked quite hard for a segment that hadn’t already seen a lot of the adverts that are out there. We wanted to find a group of consumers that really reflected UK households.
“At this early stage, the results are indicative but we will be looking forward to reading the full case histories of these campaigns if, as hoped, they are submitted for the 2016 IPA Effectiveness Awards.”
Three panellists were recruited for the initiative; Duffie, a Lakeland Patterdale (12), Ellie, a Labrador (10), and Paddy, a Cockerpoo (18 months) – all of whom worked pro bono