Neuroscience has refuted the myth of the superiority of advertising in previous years

Modern television advertising can compete with commercials from the 1990s and 2000s in terms of audience engagement and memorability, but the effectiveness of individual techniques depends on the age of the audience. This is the conclusion reached by Neiry Research experts based on the results of a study commissioned by the National Media Group (NMG) for the tenth National Advertising Forum.

"As the largest media holding in the country by share of on-air viewing, while producing thousands of hours of content per year, which also integrates advertising, we are interested in ensuring that our clients' advertising campaigns are the most accurate, effective and safe for business. We do our best to attract attention to our partners' ads. That's why we decided to conduct a deep neuroexamination to see which advertisement gets the audience's attention as effectively as possible. This knowledge helps us to better understand the audience and, together with advertisers, look for solutions that work for a particular viewer," said Svetlana Balanova, CEO of NMG.

The experts decided to test the widespread notion that advertising in the 1990s remains the most vivid and memorable. The results showed that videos from different decades can demonstrate comparable efficiency, despite differences in material delivery. In particular, the advertising of the "Shock" bar has taken a leading position in memorability, but one of the modern commercials, built around the advantages of the product, has approached its indicators. At the same time, it was the advertising of the 2020s with a non-standard plot that ensured record audience engagement between the ages of 26 and 35.

The study also revealed that an original creative concept does not always promote brand awareness. After watching the Ace advertisement, 74% of the participants were able to recall the name of the product, 73% of the "Shock" bar, and 69% of one of the modern commercials with an emphasis on the benefits of the product. For comparison, Dirol and Orchard ads from the 2000s generated recognition at 53% and 51%, respectively. In a modern video with an unusual plot, this figure was 46%. However, all four tested ads from the 2020s showed poor results in attention retention.

The researchers paid special attention to differences in the perception of advertising between generations. The most pronounced emotional reaction was shown by viewers from 18 to 25 years old, who were in the lead in this indicator in six of the eight videos. Younger audiences were more often attracted to humorous situations, unexpected plot twists, and lively dialogues. At the same time, participants aged 26 to 35 were more active than others in immersing themselves in advertising stories, taking the first place in terms of engagement in five out of eight cases.

Viewers over the age of 35 had different priorities. Thus, the audience aged 36 to 45 years perceived ads with recognizable everyday situations and specific consumer benefits better. Participants aged 46 to 60, on the other hand, demonstrated the most sustained attention, outperforming other age groups in seven of the eight videos. A clear demonstration of the result and an understandable offer were especially important for them.

The authors of the study also highlighted the features of advertising approaches from different decades. The commercials of the 1990s were characterized by simple plots and a noticeable brand presence, whereas the advertisements of the 2000s more often used music, expressive images and unusual creative solutions. Modern campaigns are characterized by greater freedom of visual experimentation, but too much detail and rapid frame changes can interfere with the perception of the main message.

On the rights of review: where personal opinion ends and advertising begins

Which social media posts may raise questions from companies and regulators

The study was conducted in Moscow in October 2026. It was attended by 80 people, equally men and women, divided into four age categories: 18-25, 26-35, 36-45 and 46-60 years old. Each participant was shown eight television commercials from three decades.

Advertisements in the 1990s included the Shock bar and Ace bleach, and in the 2000s, Dirol chewing gum and Orchard juice. Four videos from the 2020s were selected to evaluate modern advertising. Two of them were based on an emotional story, and two more focused on the product and its benefits.

The historical videos were selected based on a preliminary survey of viewers aged 18-60. The study included the most frequently mentioned brands and advertising slogans, additionally taking into account the quality of the preserved video materials and the absence of famous personalities in the frame who can influence the emotional reactions of participants.

Three technologies were used to analyze perception. The eye tracker tracked the direction of gaze and the duration of attention to individual elements of the advertisement, the biobraslet recorded emotional reactions and the level of engagement, and the electroencephalograph made it possible to assess the memorability potential of the viewed material.

Without further ado: "tongue twisters" and small print will be removed from advertising

The Cabinet of Ministers supported the reduction of declamers in various formats — from TV and radio to Internet banners

In August, Russians were told that purchase history, product views, and even unfinished orders help companies better understand consumers and form personalized offers. According to the expert, the basis of personalization is information about customer purchases. Companies analyze which goods a person purchases, when they make purchases, where exactly, at what price, and by what means they pay. This information is collected through CRM systems and loyalty programs.