A study looks at the relation between an audio ads’ speech rate and the perception it creates for viewers.
This article cites a research which reveals that it would benefit audio ads to slow down speech delivery instead of trying to fit a lot of information in at a rapid rate. Delivering 180 words per minute for a commercial was observed to be the “optimal timing”.
This is supposed to work better than delivering a longer message very fast. This speech rate helps create a positive perception, attract attention and aids recall of information.
It also ensures that, “a consumer pays attention to the commercial, has a good perception and attitude.” Further, if the goal is to move consumers to the product, packing in too much complex information and delivering it at a rapid rate isn’t effective.
[2 minute read]