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Measuring the Performance of Brand Integrations

Measuring the Performance of Brand Integrations. Jerome Samson VP, Business Development & Strategy. Brand Integrations Today. Brand integrations are ubiquitous on TV today Number of brands featured*: 7,000+ (+26%) Number of companies involved*: 3,300+ (+36%)

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Measuring the Performance of Brand Integrations

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  1. Measuring the Performance ofBrand Integrations Jerome Samson VP, Business Development & Strategy

  2. Brand Integrations Today • Brand integrations are ubiquitous on TV today • Number of brands featured*: 7,000+ (+26%) • Number of companies involved*: 3,300+ (+36%) • Typical placement activity on broadcast program*: occurrences duration/occurrence exposure 20 5 seconds 100 seconds *growth rate: annualized since 03-04 season Source: Place*Views | primetime broadcast programs | 09/19/05 to 05/24/06

  3. Many Variations in Execution dramas reality shows # occurrences /2 # occurrences x3 • By program source/genre*: • Great variety of placement types*: background foreground wardrobe prop 14,620 10,250 9,062 7,059 528 9,417 3,321 sponsorship brand mention dialogue mention • Overt vs. subtle placements • Standalone vs. hybrid placements • Presence of commercial spots *growth rate: annualized since 03-04 season Source: Place*Views | primetime broadcast programs | 09/19/05 to 05/24/06

  4. Research Objectives • Understand consumers’ reaction to different types of placements in a variety of contexts • Identify key factors that make certain integrations more impactful than others • Assemble framework for a reliable product placement valuation method

  5. Nielsen Valuation Study • Large-scale primary research study 50 243 10,145 # programs # brand placements # study participants • Designed by Client Committee (buyers + sellers) • Data-driven: no pre-conceived design bias • Program exposure (full-length) + survey • Nielsen Entertainment facilities • No pre-survey

  6. Placement Y / Y Y / N (100) (100) Commercial N / Y N / N (100) (500) Test Configurations • Two configurations for each program: with and without a commercial spot to support in-program brands • Control groups were set up for each brand in the study • Altogether, 150,000+ person-brand records form the basis for our analyses

  7. Definitions • Impact defined as multi-dimensional: Recognition a person's likelihood to recognize whether a given brand was featured in the program Positive feeling the likelihood that a person who recognized a brand during the program responded positively (i.e. 7-10 on a 0-10 scale) to that brand's association with the program Purchase Interest the likelihood that a person who recognized a brand during the program had, as a result, a higher interest (i.e. 7-10 on a 0-10 scale) in trying out the products or services associated with that brand

  8. Key Findings • A placement can hold its own against a spot • Brand familiarity: key driver across all metrics • Duration and Frequency have a complex effect • Loyalty to the program carries over to brand

  9. 57.5% 46.6% 39.8% 57.4% 37.4% P C P+C Placement vs. Commercial • Commercials have the edge over placements for recognition and their combination is potent • Placements have a slight edge on positive feel • Both have a similar effect on purchase interest

  10. P C P+C P C P+C Example: Apparel Brands Norm Apparel Recognition Positive Feel Purchase Interest

  11. P C P+C P C P+C Example: Lifestyle Programs Norm Lifestyle Recognition Positive Feel Purchase Interest

  12. recognition 60.4 P+C 48.0 C 42.6 44.1 39.5 P 25.6 low (0-2) familiarity high (7-10) Brand Familiarity • Brand Familiarity is key across all metrics • High familiarity nearly doubles recognition rate for placements • Differences in sensitivity to familiarity • On positive feel, purchase interest: +50%

  13. recognition P duration 15s positive feeling P frequency Placement Duration and Frequency • Both duration and frequency help recognition, yet with an early point of diminishing returns • To generate positive feelings towards the brand, frequency appears more critical than duration, and its effect is linear • Neither affects purchaseinterest much

  14. (7-10) 57.6 P P+C C % with high purchase interest 30.9 self-stated program loyalty low (1) high (4) Program Loyalty • Program Loyalty is key across all metrics • Loyal viewers to the program are nearly twice as likely as non-loyal viewers to express interest inpurchasing the brand

  15. Key Dimensions Show Impact Placement Viewer Product

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