While almost half of the man said that they liked sexual ads, less than 10% of those that were exposed to the sexual ads could recall the brand that was advertised (compared to 19.8% for non-sexual ads). MediaAnalyzer calls that the “vampire effect” – with the sexual object sucking up all the attention. On the women side, 28% of them said there were too many sexual ads, and while they tend to avoid the sexual imagery when looking at sexual ads, their brand recall with sexual ads was less than half that of non-sexual ads (10.8% vs. 22.3%). The study hypothesizes that this might be attributable to a general numbing effect that sexual stimuli has on the brain.
…general numbing effect?