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GroupM, WPP’s media investment group, today announced the release of new research on the effectiveness of addressable TV advertising from Finecast, GroupM Nexus’s addressable TV solution. The research, conducted in collaboration with System1 – a leader in advertising effectiveness – involved more than 13,000 TV viewers in four countries and shows that TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences. In addition, addressable TV ads that emphasise melodic music, people touching, a clear sense of place and humour produce more intense emotional reactions and long-lasting effects.