Calm and medium emotional commercials are better remembered
Studying the latest data of the company "Neurotrend" with estimates of commercials of pharmaceutical companies, I found that
the best memorability of commercials is achieved with a small (but not too) and moderate emotionality and very low fullness of actions in them.
Visually, I noticed this on the data on pharmaceutical companies for the year. Decided to take the data for October 2017 neurotrend.ru/neurovisor/october2017 in Excel and analyze for statistically significant dependencies. On a sample of 15 videos my hypothesis was confirmed. Moreover, the indicators of "Involvement" and "Memorability" were inversely dependent even more.
My guess is that neurotransmitter capacity and short-term memory capacity are limited. Filling it with emotions and actions interferes with memorization.
Therefore, this conclusion.