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Word of Mouth Virtues | Television Advertising

by Keller Fay Group on Oct 10, 2010

2,306 views

The Keller Fay Group recently released new internal data showing the virtues of advertising on Television, in Magazines, and Online to spark word of mouth conversations. The data shows how TV, Print, a...

The Keller Fay Group recently released new internal data showing the virtues of advertising on Television, in Magazines, and Online to spark word of mouth conversations. The data shows how TV, Print, and the Internet all work differently when it comes to sparking word of mouth conversations about brands, products, and services.

This presentation shares the Word of Mouth Virtues of Television Advertising.

To learn more about The Keller Fay Group and how your business can use its TalkTrack study to better measure the effectiveness of marketing and advertising programs, visit www.KellerFay.com.

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Contrary to perception, nearly 1 out of 4 word of mouth conversations people have about brands, products, and services is driven from traditional advertising seen on television, print, billboard, and radio.
Since 2006 the Keller Fay Group, through its TalkTrack® study, has been tracking the quantity, quality, and drivers of word of mouth conversations happening both offline and online. Over 1.5 million WOM conversations from 140,000 surveyed respondents (ages 13-69) have been captured, tabulated, and studied in this on-going report.
Keller Fay's data is rich and ripe with insights into word of mouth, including statistics revealing how advertising encourages customer conversations. Recently, Keller Fay released new data showing the virtues of advertising on Television, in Magazines, and Online to spark word of mouth conversations. TV, Print, and the Internet all work differently when it comes to sparking word of mouth, and marketers need to understand the unique virtues of each to maximize their media efforts.
While overall television ratings down, that doesn't, by any means, diminish the impact television advertising has on sparking word of mouth conversations. Not at all.
According to Keller Fay TalkTrack stats, Television advertising from brands is referenced in 10.3% of all word of mouth conversations people have about products and services.
Additionally, Keller Fay's research indicates 7.1% of word of mouth conversations are sparked by something people saw during a television program. We're talking product placements and specific brand name mentions by characters on television.
Old Spice is the current best practice example of how television advertising can spark word of mouth. The Old Spice "Smell like a man, man" campaign launched with a Super Bowl television commercial. Almost immediately, Old Spice became a viral conversation topic. The campaign became even more viral and talkable thanks to online views of the television commercial.
Because television networks, especially cable channels, have crafted distinct programming personalities, marketers should look to maximize the word of mouth effectiveness of their television media buys.
Keller Fay's research allows marketers to understand which television networks outperfom others as it relates to sparking word of mouth about brands with consumers. For example this slide, prepared for a Keller Fay client, compares three television networks with index ratings of specific car brands mentioned by viewers of that TV network.
Notice how Network A is able to attract consumers who disproportionately spark word of mouth conversations about Acura, Mitsubishi, and Lexus.
The word of mouth virtue of television advertising keeps growing
Not only is television a prime driver of word of mouth conversations, it's also a prime trigger to get people to search online for more information or to use social media to talk about the commercial they just saw.

2 Favorites

Dario Salvelli , ITC Student at www.dariosalvelli.com Tags word of mouth tv advertising 1 year ago
Mustafa DURAN , Marketing Consultant at Imagine Production 1 year ago

Word of Mouth Virtues | Television Advertising — Webinar Transcript

Word of Mouth
Virtues of
Advertising
Word of Mouth & Advertising
Keller Fay TalkTrack Study
Monitors marketing-related conversations Americans have offline and online
Since 2006, over 1.5 million conversations have been captured, tabulated, and studied
In the past year, Keller Fay has interviewed 36,000 Americans (ages 13-69)
Keller Fay is able to measure the quantity, quality, and the drivers behind word of mouth conversations.
®
The most talked
about brand...
Word of Mouth Virtues
Television
Advertising
TV Ratings Declining
TV Ads Drive Word of Mouth
10.3%
“As Seen on TV” Drives WOM
7.1%
Distinct Personalities
Network A Outperforms Its CompetitorsTop Indexing Auto Brands for WOM Among Network Audiences
Network A Outperforms Its CompetitorsTop Indexing Auto Brands for WOM Among Network Audiences
Television is a WOM Trigger
Television is a WOM Trigger
www.KellerFay.com