Nielsen Wire » advertising engagement

Australians Recall One-Third of Online Ads

Nielsen Wire — Wed, 02 Dec 2009 16:48:59 +0000

How often do you notice the ads that appear on your favorite web sites? If you’re the typical Australian, chances are good that you do: one-third of Australian consumers exposed to an online ad are able to recall that ad when asked, and 41 percent are able to link the correct brand to an un-branded advertisement, according to new online advertising effectiveness benchmarks released by The Nielsen Company.

Developed over three years and based on more than 100,000 Australian respondents, the research also yielded the following:

Intention to purchase or use products or services increased by 4.9 points following exposure to an online ad campaign, while brand sentiment increased by 5.3 points.
Awareness also saw a jump following exposure: top-of-mind awareness was up 3.1 points while prompted awareness increased 3.5 points.
The likelihood of a consumer recommending a brand following exposure to an online ad campaign increased by 4.4 percent.

“While we have had access to global benchmarking data in the past, every market is different and it’s critical to have local insights against which to measure advertising campaigns,” said Tony Marlow, Research Director, Asia Pacific of Nielsen’s online division. “The number of companies advertising online and the budgets Australian organizations are dedicating to online advertising campaigns is growing every year. This data gives them a set of reliable, local performance benchmarks against which to measure the effectiveness of future online campaigns.”

10 Most-Recalled New “Hybrid” Ads: Oct./Nov. 2008

admin — Wed, 10 Dec 2008 13:00:13 +0000

According to data from Nielsen IAG, a CoverGirl tie-in with the CW’s “America’s Next Top Model” was the most recalled new “hybrid” ad during the four weeks between October 27 and November 23, 2008.

Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.

Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

Rank	Brand	Hybrid Ad Description (Seconds)	Associated Program	Recall Index
1	CoverGirl	Top Models in Action; Kim’s edgy look in cycle 5 took her to the final 5; made name for self on small screen as top reporter for MTV News; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	279
2	CoverGirl	Top Models in Action; Mollie Sue stood out in cycle 6; jet sets between major cities, posing for magazines and working the runway; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	278
3	CoverGirl	Top Models in Action; Katarzyna stood out in cycle 10; voted CoverGirl of the Week twice; recently appeared on the cover of Women’s Wear Daily; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	272
4	Bertolli Oven Bake Meals	Insider Treat; blonde woman drinking wine and eating; I am loving the Alan-Judith drama; watching these brothers makes for the perfect night at home (:15)	Two and a Half Men (CBS)	262
5	CoverGirl	Top Models in Action; Anya impressed the judges in cycle 10; signed with Elite Model Management; her new look has landed her job after job; enter the Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	245
6	Activision	FX Sneak Peek: Call of Duty: World at War; game footage; No Rules; No Fear; No Mercy; Only Chaos (:100)	Sons of Anarchy (FX)	242
7	Bud Light	A Salute to The Shield; a look back at Season Five; montage of clips from show; brought to you by Bud Light, the difference is drinkability (:60)	The Shield (FX)	228
8	Honda Fit	Women in Honda Fit pick up actor from 30 Rock; do you know what brand integration means?; wear our Fit hat during tonight’s premiere episode; write a storyline around the Fit (:60)	30 Rock (NBC)	201
9	Flomax	CBS News Money Watch Update; battle over auto Industry bailout begins this week; gas down to $2.11 a gallon; record opening for the 007 Movie (:25)	60 Minutes (CBS)	198
10	T-Mobile	Breakthrough Artist Award; to vote, send a text message from your T-Mobile phone or go to abc.com (:35)	2008 American Music Awards (ABC)	196
Source: The Nielsen Company (October 27, 2008 – November 23, 2008).
Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA and VH1.
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled Hybrid Ads includes customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content. Hybrid ads were only considered if aired during commercial pods during commercial pods. Nielsen IAG’s panel includes viewers ages 13 and older.

A hybrid ad’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the sponsor of a hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks.

Recall scores are indexed against the mean score for all new hybrid ads during the time period to calculate an ad’s “recall index.”

A recall index of 100 indicates average recall. A recall index of 279, for example, means that a hybrid ad has proven to be about 2.8 times as memorable as the average new hybrid ad during the four-week time period.

10 Most-Recalled New “Hybrid” Ads: Sept./Oct. 2008

admin — Fri, 24 Oct 2008 13:23:25 +0000

According to data from Nielsen IAG, a Bluefly tie-in with Bravo’s “Project Runway” was the most recalled new “hybrid” ad during the four weeks between September 15 and October 12, 2008.

Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.

Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

Rank	Brand	Hybrid Ad Description (Seconds)	Associated Program	Recall Index
1	Bluefly	You can win $10,000 shopping spree on Bluefly.com; Who should not go to Fashion Week?; get a Bravo ringtone or wallpaper by texting your vote, or vote at bravotv.com (:70)	Project Runway (Bravo)	291
2	Dodge Ram	Brian Austin Green in intro segment; tonight’s episode presented with limited commercial interruption by all-new 2009 Dodge Ram; never back down from a challenge (:25)	Terminator: The Sarah Connor Chronicles (FOX)	244
3	CoverGirl	Top Models in Action; Chantal charmed judges with girl-next-door beauty in Cycle 9; spent two months modeling overseas; signed with New Model Management; enter Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	238
4	CoverGirl	Top Models in Action; Dani’s photos and runway walk earned her win in Cycle 6; her clients include major designers like Baby Phat and Tory Burch; enter Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	237
5	Travelocity	Pit Stop Prize Giveaway; go to cbs.com/travelocity to enter for chance to win pit stop prize (:10)	The Amazing Race 13 (CBS)	224
6	CoverGirl	Top Models in Action; Lisa caught our attention with her beauty in Cycle 9; now works for designers like Carmen Marc Valvo; opened show during NY Fashion Week; enter Meet the Model Sweepstakes (:40)	America’s Next Top Model (CW)	219
7	Big Lots	Army Wives Gives Back; Bridget Brannagh tells story of an amazing army wife; husband wants to surprise wife with a whole bedroom makeover; if you like Vanessa’s new bedroom makeover; visit biglots.com (:140)	Army Wives (LIFE)	215
8	Brita	This season we’re trying to get all of you to reduce bottled water waste; if you used refillable bottles for water for 1 year, we would save more than 1 billion bottles; use Brita pitcher and FilterForGood bottle (:50)	The Biggest Loser: Families (NBC)	203
9	BlackBerry	EJ’s Mailbag; Ernie Johnson here taking in a little BP and catching up on your emails; got a baseball question? send an e-mail to my Blackberry; check out EJ’s Mailbag on TBS Hot Corner at MLB.com (:15)	MLB Baseball (TBS)	185
10	Nintendo	Wii Fit Family Challenge hosted by Kristi Yamaguchi; at Nick Hotel to crown the Wii Fit fittest family; three families compete in series of competitions using Wii Fit games and obstacle course (:270)	Home Improvement (NAN)	176
Source: The Nielsen Company (September 15, 2008 – October 12, 2008).
Coverage: Primetime programs on ABC, CBS, CW, FOX, NBC, A&E, BRAVO, COMEDY, DSC, ESPN, FOOD, FX, HIST, HGTV, LIFE, MTV, NAN, SCI FI, SPEED, TBS, TLC, TNT, USA, and VH1.
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled Hybrid Ads includes customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content. Hybrid ads were only considered if aired during commercial pods during commercial pods. Nielsen IAG’s panel includes viewers ages 13 and older.

Recall scores are indexed against the mean score for all new hybrid ads during the time period to calculate an ad’s “recall index.”

A recall index of 100 indicates average recall. A recall index of 291, for example, means that a hybrid ad has proven to be nearly three times as memorable as the average new hybrid ad during the four-week time period.

10 Most-Recalled Drama/Sitcom In-Program Placements: Sept./Oct. 2008

admin — Thu, 23 Oct 2008 13:56:44 +0000

According to data from Nielsen IAG, an Apple iPod product placement in the CW television show “Supernatural” was the most recalled placement in a scripted series during the four weeks between September 15 and October 12, 2008.

Recall refers to the percentage of television viewers who can recall, within 24 hours, the brand/product featured in an in-program placement.

Rank	Brand	In-Program Placement Description	Program Airing Info	Recall Index
1	Apple iPod	Dean asks Sam about music player hooked up to a jack in his car	Supernatural (CW, Sep 18)	230
2	Tupperware	Miriam’s belongings are found in a cardboard box containing company name	Cold Case (CBS, Oct 12)	225
3	Playboy	Jake reads an interview conducted with Jimmy Kimmel in men’s magazine	Two and a Half Men (CBS, Sep 29)	222
4	Boeing	Jonas, Bob, and Tom attempt to stop terrorists from hijacking a 767 plane	The Unit (CBS, Oct 5)	218
5	Scrabble (Hasbro)	The gang plays a board game in Stella’s basement	How I Met Your Mother (CBS, Oct 6)	209
6	Crown Victoria (Ford)	Chuck wonders whether the car barreling towards him is a Crown Victoria	Chuck (NBC, Sep 29)	199
7	Pecan Sandies (Keebler)	Kim discovers a box of cookies in the cabinet and Kath takes them away from her	Kath & Kim (NBC, Oct 9)	195
8	Harley-Davidson	Betty tells one of the models to get on a Sportster bike at publicity event	Ugly Betty (ABC, Sep 25)	195
9	Mercedes-Benz	Bridget tells Molly that her car has arrived; Molly drives car to see Kim a gas station	The Unit (CBS, Oct 5)	193
10	Dodge	John and Derek drive Ram pickup truck to the military academy	Terminator: The Sarah Connor Chronicles (FOX, Oct 6)	189
Source: The Nielsen Company (September 15, 2008 – October 12, 2008).
Note: Nielsen IAG’s ranking of the Top 10 Most Recalled In-Program Placements focuses on brand/product placements occurring in dramas and sitcoms on broadcast networks. In-program placements were only considered if the occurrence had visual elements or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.

A placement’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the brand/product they were exposed to during the normal course of viewing dramas and sitcoms on U.S. broadcast networks.

Recall scores are indexed against the mean score for all new product placements occurring in the scripted drama and sitcom genres during the time period to calculate a placement’s “recall index.”

A recall index of 100 indicates average recall. A recall index of 230, for example, means that the in-program placement has proven to be 2.3 times as memorable as the average placement during the four-week time period.

Read coverage of Nielsen’s findings in Ad Age’s “Madison + Vine” and Product Placement News.