Columbia Business School conducted a series of studies looking into how the activation — or energy levels — of media-induced emotion influences consumers’ responses to ads.

It was found that viewers in a state of deactivation (for example if the plotline of a programme has made them feel sad) are less responsive to high energy ads. This is significant as the majority of ads are highly energetic, the report said.

“When you feel low or sad, ads that are high energy are difficult to watch, said Keith Wilcox, professor of marketing at Columbia Business School. “So you spend less time watching, and the ad is less effective.”

The full report can be read here.