Voice-overs are used extensively to increase the effectiveness of the TV ads especially in the last decade. The main purpose is to provide the brand message via a clear feature that will inevitably grab the attention of the viewers. The current study contains the neuro tests of 12 TV ads in banking and finance sectors on 168 participants in 8 groups. Optic brain imaging (fNIRS) and in-depth interviews were the methodologies utilized during the test of these TV ads. The obtained results indicate that the use of voice-over during the TV ads possibly causes the decrease in attention and emotional engagement levels of the participants.
