State of the media: Trends in Advertising Spend and Effectiveness - Nielsen - JUN11


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Una radiografía para entender el impacto de la publicidad desde el punto de vista de la inversión y la efectividad y con datos por edades, idioma, marcas... (en inglés)

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State of the media: Trends in Advertising Spend and Effectiveness - Nielsen - JUN11

  2. 2. Advertising Effectiveness SPOTLIGHT: Super Bowl XLVState of the Media: While Super Bowl ads require a substantial investment from advertisers, they get a measurable bump from their prominent Nielsen found that Super Bowl ads including social media tags (directing Cost of a :30 commercial—2011 viewers to a link on Facebook, Twitter, Average forTrends in Advertising Spend and Effectiveness placement. Viewers certainly perked up for Super Bowl commercials this year; on YouTube, etc.) were more memorable for viewers. These findings illustrate the Q1 Primetime $97,075 average, ads that aired during the Super benefits of using TV advertising to driveAs consumer choice and media fragmentation continue to grow, advertising effectiveness increasingly depends on reaching the right Bowl were 58 percent more memorable consumers to a brand’s online presence; Academyconsumer, with the right message, in the right time and place—and being able to understand the direct sales impact of those efforts. than all commercials airing during regular successful brands are breaking though the Awards programming in the first quarter of 2011. clutter and more effectively utilizing the $1,368,400Nielsen delivers a comprehensive understanding of advertising’s impact by tracking the full spectrum of advertising spend and Brand awareness for commercials airing wide range of options through which theyperformance. Nielsen has prepared this fact sheet to provide a high-level snapshot of advertising spend, effectiveness trends and during the Super Bowl was up to 275 can communicate with consumers. Super Bowlthe latest insights on branded entertainment. percent higher than awareness for the same creative during regular programming. The Super Bowl remains the premier advertising event, commanding over $2,948,649 Among the top 10 Most Recalled ads, the Grammy $2.9 million for a :30 second spot. Other Awards Doritos ad where a pug knocks down a special events, such as the AcademyAdvertising Expenditure screen door to get snack chips experienced 207 percent impact in memorability for the Awards ($1.4 million for a :30) and the $620,900• Television advertising surpassed Grammys ($621,000 for a :30) also Top Advertisers (Q1 2011) Top 5 Ethnic Advertisers Super Bowl airing versus its performance Source: Nielsen $ $18 billion in the first quarter of 2011, exceed the primetime average of $97,000. during regular programming. growing almost nine percent versus African American Advertisers Procter & Gamble 1 Procter & Gamble the same period in 2010. Radio and Super Bowl Bump: Brand Impact on Top 10 Most Remembered Ads 2 L’Oreal Super Bowl Ads with Social Magazines also saw higher spend levels AT&T Media Tags than last year, increasing between 3 McDonald’s Recall Brand Ad Description Recall Super Bowl six and seven percent. Newspapers, General Motors Rank Index Impact however, saw a 10 percent drop. 4 Johnson & Johnson Toyota 1. Doritos Pug knocks down door (:30) 179 207% 5 National Amusement• Procter & Gamble was the top advertiser 2. Budweiser Cowboy in Western saloon (:60) 166 203% Ford in the first quarter. It also invested the Spanish Language Advertisers 3. Doritos Man licks cheese crumbs off of coworker’s fingers 159 161% most in advertising to Hispanics and African Americans. General Motors, Comcast 1 Procter & Gamble (:30) Brand Recall 2 AT&T 4. Pepsi Pepsi Max - Couple on first date (:30) 153 115% Toyota and Verizon also were top UAW Health Care Trust advertisers with a strong advertising 3 DIRECTV 5. Pepsi Pepsi Max - Soda cans shoot out of cooler (:30) 150 N/A presence among both ethnic groups. Pfizer 4 McDonald’s 6. Snickers Richard Lewis and Roseanne Barr complain while 149 199%• Automotives was the leading product category in 2010, with 22 percent Verizon 5 Deutsche Telekom 7. Doritos working (:30) Housesitter brings grandpa back to life (:30) 148 145% Brand Recall was 33% higher Honda for SuperBowl ads with a social growth over 2009. This momentum Source: Nielsen 8. NFL TV dips montage (:60) 147 N/A media-tag than those without them. continued into the first quarter of 2011, Source: Nielsen 9. GoDaddy. - New spokesperson Joan Rivers (:30) 146 N/A as Automotive companies were top com Likeability, however, was Ad Spend (Q1 2011) advertising spenders and saw the most dollar growth in TV advertising (+$526 Top 5 Product Categories (Q1 2011) $ in millions 10. Budweiser Bud Light - Kitchen redesigned with a bucket of beer (:30) 145 163% relatively consistent— 3% higher. $ MM) vs. the same period in 2010. $18,771 $ in millions Source: Nielsen, 1/1/11 – 3/31/11. The Recall score is the percentage of viewers who can recall the brand of an ad Source: Nielsen they were exposed to during the normal course of viewing the Super Bowl. These scores are then indexed againstTop 5 Product Categories $2,747 Automotives TV (+9% vs. Q1 2010) the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 179, the Doritos “Pug” ad was 79% better-recalled than the average Super Bowl spot. The Super Bowl Impact % Score is the percentage increase in Brand Recall for the original Super Bowl airing versus all other airings in thePercent changes 2010 vs. 2009 $1,110 Quick Service Restaurants quarter. For example, Brand Recall for the top ranked Doritos “Pug” ad performed 207% higher in the original Super Bowl airing than the average for all other airings. +22 Automotives $1,052 Pharmaceuticals Radio -7 Pharmaceuticals $938 Wireless Telephone Services $1,550 (+6% vs. Q1 2010) +5 Motion Pictures $917 Motion Pictures Magazines Ads that aired during the Super Bowl were 58% +5 Dealerships Source: Nielsen $3,516 (+7% vs. Q1 2010) Newspapers more memorable than all commercials airing during +32 Financial Investment Services $2,847 (-10 % vs. Q1 2010) regular programming in the first quarter of 2011 Source: Nielsen Source: Nielsen2 3
  3. 3. Mobile Advertising Reaction to Mobile Advertising by Age Group Trust in AdvertisingMobile advertising is increasingly finding In a Nielsen survey on consumers’ attitudes toward different types of advertising, 76 percent of US internet consumers said they mostits way into mobile apps, with teenagers trusted recommendations from personal acquaintances, while 49 percent trusted consumer opinions posted online. Those two forms ofbeing much more receptive than their elders. Ages 55+ 1% 27% 72% “earned” advertising were also cited as the most relevant to consumers when they are looking for information on products they need and58 percent of teens say they “always” or want. Forty percent of respondents also ranked “emails I signed up for” as one of the top three most trustworthy forms of advertising.“sometimes” look at mobile ads. In general,men of all ages are more receptive to mobile Ages 35-44 7% 35% 58%ads than women. Only 37 percent of men say To what extent do you trust the following forms of advertising?they are not at all likely to respond to an ad Ages 25-34 8% 35% 57%on a mobile device, compared to 44 percentof women. Recommendations from people I know Editorial content such as a newspaper article Ads on TV 7%Approximately one-in-five apps users saythey have used a search engine or looked Ages 18-24 6% 40% 54% 58% 21% 2% 3% 34% 4% 3% 26% 19% 18% 1% 11%elsewhere online for more information after 49% 45%viewing a mobile advertisement or told Ages 13-17 13% 45% 42%someone about the advertised product or Consumer opinions posted online Brand websites Ads in radioservice. Seventeen percent have forwarded I always look at it I sometimes look at it I never look at ita link or video to others and 10 percent have 4% 4% 4% 3% 6%recommended an advertised product or 38% 2% 49% 24% 51%service. Sixteen percent have used a coupon Source: Nielsen, 9/10 10% 11% 16%and 14 percent have entered a contest 45% 31%or sweepstakes. Most Remembered Ads Among African-Americans Emails I signed up for Ads in newspapers Ads in magazines Rank Brand Ad Description Recall IndexMulticultural Advertising 4% 6% 6% 3% 2% 3% 52%In an age of increasing cultural diversity 1. M&M’s Pretzel - Candy complains about pretzel being put inside him; pretzel isn’t thrilled either (:30) 229 46% 12%and ethnic growth, advertising that speaks 2. McDonald’s Real Fruit Smoothie - Smoothie contains real 209 36% 28% 46% 17% 22% 17%to different identities has become a vital strawberries, blackberries, blueberries, and bananas (:15)component of any effective marketing 3. M&M’s Pretzel - Candy complains about pretzel being put inside 206plan. It is incumbent on marketers to him; pretzel isn’t thrilled either (:15) Ads served in search engine results Products shown embedded in TV Ads on mobile devicesunderstand these differences in order to Most Remembered Ads Among Hispanics 2% 7% 2% 53%successfully engage consumers. Nielsen Rank Brand Ad Description Recall Index 19% 52% 11% 2% 22%examined the most memorable ads among 19% 15% 18% 11% 50% 15%African-Americans, Hispanics, and Asians; 1. Yoplait Save Lids to Save Lives - Company donates ten cents for 250 every lid it received to breast cancer foundation (:15)while there were some similarities acrossethnic groups, such as the M&M’s ad for the 2. Snickers Peanut Butter Squared - Sharks decide which human 200 Online video ads Online banner ads Ads on social networks tasted better (:15)new Pretzel variety, each group otherwise 3. Nationwide Vanishing Deductible - Boulder hanging over woman’s 198recalled a different assortment of brands. 2% 2% head shrinks into a pebble (:30) 17% 52% 2% 14% 23% 13% 48% 13% Most Remembered Ads Among Asians-Americans 20% 9% 11% 24% 51% Rank Brand Ad Description Recall IndexOnly new ad executions considered, airing weeks of 1. M&M’s Pretzel - Candy complains about pretzel being put inside 235June 1, 2010 - May 20, 2011. The Recall Score is the him; pretzel isn’t thrilled either (:30) Trust Completely Trust Somewhat Neither Trust nor Distrust Dont Trust Much Dont Trust At Allpercentage of TV viewers who can recall within 24hours the brand of an ad they were exposed to during 2. M&M’s Pretzel - Candy complains about pretzel being put inside 234 Nielsen, Global Online Survey, Q1 2011the normal course of viewing TV. These scores are him; pretzel isn’t thrilled either (:15)then indexed against the mean score for all new ads 3. Kay Leo Diamond - Men propose to women in different 193during the period (Recall Index). 100 equals average. Jewelers languages but all present the same ring (:30)For example, with a recall index of 235 the top rankedM&M’s ad has proven to be 2.35 times as memorable Source: Nielsen, 06/01/10 - 05/20/11as the average new commercial among Asians duringthe measured time period.4 5
  4. 4. 3 The Event (NBC) Drama/Adventure 4 Life Unexpected (CW)* Drama/Adventure 5 Rules of Engagement (CBS) Situation ComedyProgram Engagement Top 5 Most Remembered Top 5 Product Placement BrandsDuring the 2010-2011 television season, The Female • Nielsen found that across 12 broadcast Product Placements (Q1 2011) (Q1 2011) Across 12 broadcast and major cable Reality Programming 1 1Event emerged as a highly engaging show and major cable networks in primetime, by Brand, Category and Total # Occurrences by Brand, Network and Total # O 1 Desperate Housewives (ABC)among all demographic groups, excluding there were 5,381 major product 1 Sears on Survivor: Drama/Adventure Coca-Cola187 American Idol 3Latinos. Desperate Housewives, in additionto engaging Millennials, also held the 2 Raising Hope (FOX) placements in 2010, up from 4,401 in 2006 (+22%). Redemption Island (CBS) Beverage networks in FOX Situation Comedy 2 Norwegian Cruise Lines on 2 2attention of a wide range of demographics, 3 The Event (NBC) • Reality shows dominated broadcast Undercover Boss (CBS) primetime, there Chevrolet 133including females, Caucasians, African- were 5,381 The Biggest Lose Drama/Adventure and cable with the most placement 3 Kellogg’s Frosted Flakes onAmericans and viewers of all ages. While 4 The Amazing Race 17 (CBS) occurrences in the first quarter of Minute to Win It (NBC) Autos NBCDramas have traditionally been more likely Reality 2011, accounting for over half of all major product 3 34,401to engage viewers, compelling Realities and 4 Chipotle on 5 Parenthood (NBC) placements. While consumers can betterSitcoms can also hold attention. RaisingHope, Rules of Engagement and The Amazing Drama/Adventure remember the brands of placements 5 America’s Next Restaurant (NBC) Qantas Airlines on AT&T 87 placements in Extreme MakeovRace 17 were top shows that resonated with during Sitcoms, placements in Reality Telecommunications Home Ed programs are the most effective at The Amazing Race: 2010 up from A 4 4many viewer groups as well. Branded Entertainment Unfinished Business (CBS) While technology advancements and positively impacting viewer opinion of the integrated brand. Everlast 85 (+22%) in 2006 The Celebrity 12Most Engaging Programs time-shifted viewing have changed the Long-term sponsorships and multiple Drama/Sitcom Programming Apparel Apprenti2010-2011 TV Season scope of the advertising marketplace, 1 Ferrari on NBC 5 visual and verbal placements per episode 5 television has been the most successful Castle (ABC)Top 5 Most Engaging Overall (Total 13+) medium for marketers over the last 50 translate into more effectively branded Apple 76 America’s Next 1 years. Through branded entertainment, placements. When traditional ads are used 2 Subway on Computer Hardware * Prime time entertainment programming on 5 1 The Event (NBC) in addition to branded entertainment, this Chuck (NBC) broadcast networks (ABC, CBS, CW, FOX, and Top Mod Drama/Adventure advertisers have been able to successfully NBC); first-run episodes only included. The total CW significantly increases viewers’ abilities to 2 Desperate Housewives (ABC) connect with viewers and stand out in a 3 V8 on # of occurrences now reflect the number of show remember brands. Source: Nielsen segments in which a brand placement appears. Drama/Adventure cluttered marketplace. Despite increases in Two and a Half Men (CBS) 3 The Amazing Race 17 (CBS) the number of product placements, Nielsen In an analysis of in-program performance 4 Scrabble Games on The Nielsen Top 10 Most Recalled In-Program Reality found that brand memorability increased data from 2009-2010, Nielsen compiled Desperate Housewives (ABC) Top 5 Product Placement Shows Placements focuses on brand/product placements occurring in scripted and reality programming on the over time without having a negative impact some in-program branded entertainment 4 Raising Hope (FOX) best practices: 5 Mentos on (Q1 2011) broadcast networks during the Jan 1 – March 31 period. The Recall Score is the percentage of television viewers Situation Comedy on the perceived fit of placements or viewer Two and a Half Men (CBS) who can recall within 24 hours the brand/ product of 1 1 opinion of the brands. by Brand, Category and Total # Occurrences by Brand, Network and Total # Occurrences an In-Program placement they were exposed to during 5 Rules of Engagement (CBS) the normal course of viewing television. Note: For this Situation Comedy Coca-Cola187 American Idol 354 analysis, In-Program placements were only considered if the occurrence had visual elements (i.e., was “seen” Creative Attributes Associated With Higher Impact Integrations Beverage Nielsen About FOX on-screen) or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-runTop 5 Most Engaging by Key Demo 2 2 Nielsen Holdings N.V. (NYSE: NLSN) is episodes were considered. Both planned and incidentalMale a global information and measurement exposures were included. 1 Men of a Certain Age (TNT)* Chevrolet 133 company with leading market positions The Biggest Loser 238 Drama/Adventure Physical contact and Autos marketing and consumer information, in NBC 3 3 2 Royal Pains (USA)* Extend the time the brand product usage television and other media measurement, Drama/Adventure Character interaction online intelligence, mobile measurement, 87 is shown on-screen Extreme Makeover:147 Verbally mention the 3 The Event (NBC) brand/product The value of more with a product helps put AT&T trade shows and related properties. Nielsen Drama/Adventure Multiple mentions are extensive screen time is viewers’ focus on the Telecommunications has a presence in approximately 100 Home Edition even greater for shown- brand ABC 4 4 4 Life Unexpected (CW)* more impactful than countries, with headquarters in New York, single mentions only placements USA and Diemen, the Netherlands. 5 Drama/Adventure Rules of Engagement (CBS) 85 Everlast For more information, please visit The Celebrity 127 Situation Comedy Apprentice Brand/product name and NBC 5 5 Multiple exposures per logo clarityFemale episode Embedded placements Placements in which the Apple 76 America’s Next 103 1 Desperate Housewives (ABC)Program Engagement measures viewer attention to TV perform better than brand’s name or logo Computer Hardware Top Model Drama/Adventure is completely visibleepisode content. Includes regularly-airing primetimeseries with at least ten telecasts. Data based on the time single-occurrence outperform those in which CW 2 Raising Hope (FOX) persons and varyingperiod 9/1/10 – 5/06/11 among exposures the brand name or logo are Source: Nielsen Situation Comedydemographics 13+. partially obscured 3 The Event (NBC)*Small average episode sample size, but measurable Drama/Adventurecumulative sample size. 4 The Amazing Race 17 (CBS) Reality 5 Parenthood (NBC) Drama/Adventure6 7
  5. 5. Copyright © 2011 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks ofCZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 11/3313