1415 doohf paul lindstrom
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This document contains information from Nielsen reports on the relationship between program engagement, ad recall, and contextual advertising. 1) It shows strong positive correlations between viewer engagement with TV programs (both entertainment and sports) and recall of commercials aired during the programs. The more engaged viewers are, the better they recall ads. 2) For food product ads, those aired during food-themed cable shows generated 24% higher brand recall and 28% higher message recall than food ads in non-food shows. 3) Football-themed ads aired during NFL games achieved stronger brand linkage, likeability, and recall scores than standard ads without football elements. Nike ads featuring football scored higher on recall metrics than
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1415 doohf paul lindstrom
- 1. Content & Context- Its Good to Be the King! Paul Lindstrom April 14, 2011
- 2. Program Engagement and Ad Recall (Entertainment Programs) Program Engagement impacts ad effectiveness because when viewers are more engaged with a show they are less likely to change channels, or multi-task, or y = 0.3604x + 0.2575 leave the room so they are more likely to2pay attention to the commercials R = 0.6556 70% 60% Correlation = .8 General Recall 50% 40% 30% 20% 10% 10% 30% 50% 70% 90% Program Engagement Source: Nielsen IAG; includes PE and GR for every regularly airing non-sports programs measured Q1 2005 through Q2 2007; limited to sample >=200; <5% of cases removed as outliers 2 Copyright 息 2010 The Nielsen Company. Confidential and proprietary.
- 3. Program Engagement and Ad Recall (Sports Programs) The same relationship is also found between engagement in Sports programming and ad recall 70% General Recall 60% 50% Correlation = .8 40% 30% 20% 10% 10% 30% 50% 70% 90% Program Engagement Source: IAG Research; includes PE and GR for every regularly airing sports program measured Q1 2005 through Q2 2007; limited to sample >=200; <5% of cases removed as outliers 3 Copyright 息 2010 The Nielsen Company. Confidential and proprietary.
- 4. Contextual Advertising Case Study Food Product Ad Performance by Programming Type Ads for food products airing in food-focused Cable programs generate 24% higher Brand Recall and 28% higher Message Recall relative to food product advertising in non-food themed Cable programming. 45% Food-Themed Cable Programming 41% All Other Cable Programming To Be Read As: On average, 31% viewers exposed to food product ads in food-themed 25% programming were better able 23% to recall the advertised brand 18% than viewers exposed to food product ads in non-food- themed programming (31% vs. 25%). General Recall Brand Recall Message Recall How well do viewers How well do viewers associate How well do viewers understand remember the creative the advertised brand the ads core message Green arrow indicates Source: Nielsen IAG, Sep 1, 2009 July 31, 2010, A18-49, Primetime only (6p-12a), Cable only, Non-sports programming only significant difference Food-themed programming includes instructional cooking shows such as 30-Minute Meals (FOOD), food-focused documentaries such as Food Tech (HIST), vs. comparison at 90% and food-themed reality series such as Top Chef (BRAVO). confidence. Nielsen-IAG measured Cable networks: A&E, BRAVO, COM, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SPEED, SYFY, TBS, TLC, TNT, USA, VH1 4 Page 4 Copyright 息 2010 The Nielsen Company. Confidential and proprietary.
- 5. Ads with Football Elements vs. Standard Ads When aired In-game, ads that involved football elements garnered significantly stronger breakthrough and brand resonance Includes Football Elements, All Brands No Football Elements, All Brands 71% 65% 53% 53% 50% 46% 35% 30% 19% 16% General Recall Brand Recall Likeability Brand Linkage Likeability Linkage Source: Nielsen IAG, 8.9.09 1.31.10; P18+; NFL Games only. Highlighted results indicate statistically significant difference at 90% confidence. 5 Page 5 NFL Copyright 息 2010 The Nielsen Company. Confidential and proprietary. Custom
- 6. Football-Themed Ads: Case Studies Nike Nikes football-themed creative featuring Adrian Peterson garnered directionally stronger recall measures than non-themed creative airing in-game General Brand Message Like- Brand Recall Recall Recall ability Nike - Football Themed 42% 31% 10% 16% Nike - Non-Themed 31% 20% 6% 9% Football Themed Indexed to 135 155 167 178 Non-Themed Source: Nielsen IAG, 8.9.09 1.31.10; P18+; NFL Games only 6 Page 6 NFL Copyright 息 2010 The Nielsen Company. Confidential and proprietary. Custom