The Advertiser Handbook: The Top 10 Insights for the Entertainment Industry www.NielsenPreView.com

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#1- Surviving the Recession The entertainment industry might feel the recession…but your brand doesn’t have to. Source: Nielsen Preview’s Will a Republican Administration Make the Box Office See Red Report

#2- Aligning your Brand with the Best Star What do the following actors/actresses have in common? Sanaa Lathan Djimon Hounsou Kristen Wiig Philip Seymour Hoffman

#2- Aligning your Brand with the Best Star Just like in high school – popularity matters… Source: Nielsen Preview’s Star Power Report

Just like in high school – popularity matters…

#3- One Size Does Not Fit All! Don’t take a blanket approach to reaching Hispanic consumers There are three segments: Most acculturated Bi-cultural Least acculturated

There are three segments:

Most acculturated

Bi-cultural

Least acculturated

#3- One Size Does Not Fit All! An acculturation cheat sheet… Campaigns to least acculturated Hispanics should be done in Spanish Family products should be targeted to bi-cultural and least acculturated segments Luxury goods are most likely to be purchased by the most acculturated segment Source: Nielsen Preview’s Why Market to Hispanics Report

Campaigns to least acculturated Hispanics should be done in Spanish

Family products should be targeted to bi-cultural and least acculturated segments

Luxury goods are most likely to be purchased by the most acculturated segment

#4- Capitalizing on the Point of Entry for Hispanic Consumers Mapping your media segments… Source: Nielsen Preview’s Why Market to Hispanics Report

#5: Utilizing Product Placement Have you seen this billboard? … IN GAMES

#5: Implications for Advertisers A recent study reports double-digit increases in key metrics: average ad rating brand familiarity average purchase consideration and ad recall brand rating Source: Nielsen Preview’s Got Gamers? Report

A recent study reports double-digit increases in key

metrics:

average ad rating

brand familiarity

average purchase consideration and ad recall

brand rating

#6- Picking Movie Partnerships for Widest Appeal Where genre/rating combination has the broadest appeal? PG-13 Comedy G-rated Family PG Action Source: Nielsen Preview’s Building a Wider Tent Report

#7: Leveraging Online Streaming for Maximum Benefit Digital content comes in many flavors online today: CGM, Broadcast shows and Movies

Digital content comes in many flavors online today:

CGM, Broadcast shows and Movies

#7: Implications for Advertisers Heavy media users are heavy media users… Source: Nielsen Preview’s Digital Content is King, but delivery is Reigning King Report

Heavy media users are heavy media users…

#8: Optimizing Online Movie Advertising When is movie advertising reaching him online? Movie Ad Here! Winter? Fall? Summer? Spring?

When is movie advertising

reaching him online?

#8: Implications for Advertisers Missed opportunities… Increase online advertising around movie content during the summer months For upcoming holiday season, optimize based on the level of interest each month Source: Nielsen Preview’s Surfing for Summer Blockbusters Report

Missed opportunities…

Increase online advertising around movie content during the summer months

For upcoming holiday season, optimize based on the level of interest each month

#9: Understanding Which Ethnicities Respond to Word of Mouth Advertising

#9: Implications for Advertisers Emphasize non-traditional marketing methods to reach Hispanics: Blogs where consumers can post reviews Viral campaigns that can be emailed to friends Be aware of the effectiveness of marketing methods for various ethnic groups to enhance targeting Source: Nielsen Preview’s Why Market to Hispanics Report

Emphasize non-traditional marketing methods to reach Hispanics:

Blogs where consumers can post reviews

Viral campaigns that can be emailed to friends

Be aware of the effectiveness of marketing methods for various ethnic groups to enhance targeting

#10: The Next Big WOW Factor +65% (average) 2-D 3-D Increase in box office sales

+65% (average)

#10 Implications for Advertisers What does this all add up to? 3-D is the next big thing Advertisers should look to partner with 3-D movies and 3-D exhibitors Source: Nielsen Preview’s Nice to Have or a Must Have: 3-D Movies Report

What does this all add up to?

3-D is the next big thing

Advertisers should look to partner with 3-D movies and 3-D exhibitors

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