Nielsen Wire » TV ads

Most Recalled In-Program Product Placements (July 13-Aug 16)

Nielsen Wire — Wed, 26 Aug 2009 13:30:52 +0000

Top Ten Most-Recalled In-Program Placements: Summer Series
RANK	Brand	In-Program Placement Description	Program Airing Info	Recall Index
1	Coinstar	Contestants use a coin counting machine in a challenge	Big Brother 11 (CBS, Jul 21)	228
2	Kodak	Host and winner mention that they are in the Kodak Theatre	So You Think You Can Dance (Fox, Aug 6)	201
3	AT&T	Sponsor of phone and text voting for contestants	America’s Got Talent (NBC, Aug 11)	177
4	Orville Redenbacher’s	Sponsor of “Orville Lounge” showing backstage footage of contestants	America’s Got Talent (NBC, Aug 5)	176
5	Orville Redenbacher’s	Sponsor of “Orville Lounge” showing backstage footage of contestants	America’s Got Talent (NBC, Aug 12)	173
6	Ginsu	Show producer mentions a knife, and the name is seen in subtitle	I Survived a Japanese Game Show (ABC, Jul 15)	173
7	Blackberry	Pete Peterkin as President Obama pretends to take call from Snoop Dogg	America’s Got Talent (NBC, Aug 12)	170
8	AT&T	Sponsor of phone and text voting for contestants	America’s Got Talent (NBC, Aug 4)	158
9	Hot Tamales	Candy box appears on a sign in the audience for Kayla	So You Think You Can Dance (Fox, Jul 29)	140
10	MySpace	Social network site is credited throughout the episode as the audition sponsor	America’s Got Talent (NBC, Jul 21)	136
Source: The Nielsen Company

The Nielsen IAG Top 10 Most Recalled In-Program Placements focuses on brand/product placements
occurring in new summer series on the broadcast networks during the July 13 to August 16 period.

The Recall Score is the percentage of television viewers who can recall within 24 hours the brand/
product of an In-Program placement they were exposed to during the normal course of viewing
new summer series. These scores are then indexed against the mean score for all placements
occurring in these programs during the time period (Recall Index). 100 equals average.

Note: For this analysis, In-Program placements were only considered if the occurrence had visual
elements (i.e., was “seen” on-screen) 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.

Top Holiday Retail TV Ads: Narratives, Nostalgia Trump Price Appeals

admin — Tue, 23 Dec 2008 17:43:03 +0000

With curtailed consumer spending widely forecast this holiday season, retailers might be expected to concentrate their TV ads on hard-hitting sale messaging aimed at price-conscious viewers.

But according to an analysis of the most effective holiday retail TV ads, released Tuesday by Nielsen IAG, retailers did not appear to increase the proportion of promotional ads in the mix this year.

About half of all TV ads so far this holiday season (Nov. 17 – Dec. 14) have been brand-focused, while the other half have been devoted to sales/price-focused messages — as was the case during the 2007 holiday season.

What’s Hot
Instead of promoting sales events and low prices, the most effective TV ads from retailers this holiday season used strong narratives, nostalgia, and family-focused storylines to communicate a brand’s benefits to viewers.

“Practical” messages for shoppers were also a successful theme. Take this year’s most liked holiday retail ad — a Wal-Mart spot that shows lights atop all of the cash register lanes flashing on and off, in sync with a well-known holiday song. The key message is clear: more open register lanes at Wal-Mart make shopping there more convenient.

What’s Not
What didn’t work this year? According to Nielsen, seven of the 10 least liked holiday TV ads were 15-seconds spots — an indication that shorter-length ads garnered less appeal, in this case.

What’s more, the elements that helped enhance appeal levels in the best-liked ads were largely lacking in the less popular spots. According to Nielsen, among the commercials at the bottom of the pack, promotional messaging generally accounted for a greater share of the creative, leaving proportionally less room for “entertainment value.”

10 Most-Liked Holiday Retail Ads (Nov. 17 – Dec. 14, 2008)

Rank	Brand	Ad Description (length in seconds)	Likeability Index
1	Wal-Mart	Employees turn on register lights to the tune of a Christmas song; we’re opening more lanes (:30)	171
2	Macy’s	TV and film clips from the past to the present; the magic of Macy’s (:30)	155
3	Macy’s	Celebrities read “Yes, Virginia there is a Santa Claus” (:30)	154
4	Best Buy	Employee talks about showing webcams to man whose grandkids are now in Africa (:30)	150
5	RadioShack	Best gifts ever; woman talks about twin daughters; iPod Nano and speaker dock; sales associate helped her (:30)	136
6	Target	Children’s holiday school play; includes “elves are elated; splurging is dated” (:30)	133
7	Best Buy	Employee talks about helping woman buy new phone for husband; has her cell phone ring whil under the Christmas tree (:30)	133
8	Kay Jewelers	Man uses sign language with woman; gives her diamond earings for Christmas (:30)	132
9	Target	Girl in fairy costume sits on swing during school play (:15)	132
10	Victoria’s Secret	Models wander through mansion in brass and ruffled skirts; gift boxes shown being passed around (:15)	130
Source: The Nielsen Company (November 17, 2008 – December 14, 2008.)
Note: Data is based on primetime broadcast airings only. Nielsen IAG’s panel includes viewers ages 13 and older.

Likeability refers to the percentage of television viewers who report liking an ad “a lot” after viewing it, among those who are able to recall an ad’s brand.

An ad’s “likeability score” is the percentage of television viewers who report liking an ad “a lot” (among those who can recall an ad’s brand) after being exposed to it during the normal course of viewing primetime TV on the broadcast networks.

Likeability scores are indexed against the mean score for all ads during the time period to calculate a “likeability index.” A likeability index of 100 indicates average recall. A likeability index of 171, for example, means that an ad was 71% better liked than the average new ad during the four-week time period.

Read the full report.

The Speed Channel: GOP Advertising Gold?

admin — Mon, 27 Oct 2008 13:28:35 +0000

Good news for Sen. John McCain’s campaign: cheap, but effective TV advertising options abound, according to a new report by Nielsen PreView.

Chief among these thrifty advertising alternatives – the auto-themed Speed Channel, which Republicans are 52% more likely to watch, compared with the average American.

In comparison, Republican voters are 48% more likely to watch FOX News and 33% more likely to watch Country Music Television.

The takeaway: well-placed cable advertising can reach core Republican constituents at a more favorable CPM.

Nielsen’s report is based on a survey of 40,000 registered U.S. voters, conducted online on September 30.

The report’s findings track the TV viewing habits of Republican, Democratic, and Independent voters, pinpointing which TV networks reach the largest percentages of voters of each political affiliation.

View Nielsen PreView’s report.

Read coverage of Nielsen’s findings in The Independent and The Hollywood Reporter.