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The 87th Academy Awards Brand Lift Study

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The 87th Academy Awards commanded close to $2 million for a 30-second TV spot and reached a US television audience of 36M+. The Oscars have now become a spectacle for Hollywood, its fans and advertisers alike, offering a grand opportunity for brands to speak to a mass audience. Which brands won the night and came home with the advertising gold? Our Brand Effectiveness Study has all the answers.

In this study, we’ve compiled insights that illustrate which brands ran the most effective Oscar ads based on brand lift data.

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The 87th Academy Awards Brand Lift Study

  1. 1. THE 2015 Brand Effectiveness Study February 2015 | Final Results The Oscars and Award of Merit statuette© A.M.P.A.S.®
  2. 2. About This Study The 87th Academy Awards commanded close to $2 million for a 30-second TV spot and reached a US television audience of 36M+. The Oscars have now become a spectacle for Hollywood, its fans and advertisers alike, offering a grand opportunity for brands to speak to a mass audience. Which brands won the night and came home with the advertising gold? Our Brand Effectiveness Study has all the answers. In this study, we’ve compiled insights that illustrate which brands ran the most effective Oscar ads based on brand lift data. February 2015 | Final Results THE 2015
  3. 3. Abstract OBJECTIVE Extreme Reach conducted a study to determine the effectiveness of all national advertisements that aired during the television broadcast of the 2015 Academy Awards. (NOTE: this does NOT include pre- or post-event advertisements). METHODOLOGY The study was conducted across Internet-connected devices via the proprietary Extreme Reach platform and included 15,781 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from five choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group prior to the airing of the 2015 Academy Awards and by the exposed group after they had watched the event on television. FINDINGS The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from 8.8% to 32.5%. February 2015 | Final Results THE 2015
  4. 4. 0% 10% 20% 30% TOP 10 Most Effective Brands (by Brand Lift) Measured by percentage increase in likelihood to purchase 32.5% Disney's Inside Out 32% Samsung Galaxy Tab S 31.7% Stella Artois 29% American Express 28.2% Google App 27.9% Diet Coke 25.3% Samsung Galaxy Note 4 24.4% Apple iPad 22.5% 23.5% Samsung Galaxy S6Samsung Galaxy S5 February 2015 | Final Results THE 2015
  5. 5. Average Brand Effectiveness Measured by percentage increase in likelihood to purchase (brand lift) +20.6% February 2015 | Final Results THE 2015
  6. 6. Measured by percentage increase in likelihood to purchase 10% 20% 30% All Brands by EffectivenessDisney’sInsideOut SamsungGalaxyTabS AmericanExpress GoogleApp DietCoke SamsungGalaxyNote4 SamsungGalaxyS5 SamsungGalaxyS6 StellaArtois AppleiPad Cadillac AARP King'sHawaiian Discover Comcast Sprint SamsungSUHDTV Zillow Sonos Neutrogena AT&T JCPenney PetSmart ColdwellBanker Coca-Cola McDonald's Samsung GooglePlay NetflixHouseofCards M&Ms Average across all audience segments 0% February 2015 | Final Results THE 2015
  7. 7. Brand Effectiveness by Gender FEMALE Measured by percentage increase in likelihood to purchase +18.7%MALE +24.8% February 2015 | Final Results THE 2015
  8. 8. Brand Effectiveness by Vertical BRAND LIFT RANK Samsung Galaxy Tab S 32.0% 1 Google App 29.0% 2 Samsung Galaxy Note 4 27.9% 3 Samsung Galaxy S5 25.3% 4 Samsung Galaxy S6 24.4% 5 Apple iPad 22.5% 6 Comcast 20.6% 7 Sprint 19.8% 8 Samsung SUHD TV 19.5% 9 Sonos 18.2% 10 AT&T 16.8% 11 Samsung 12.0% 12 Telecom and Technology Measured by percentage increase in likelihood to purchase More than 25% of the commercials in this year's Oscars program promoted Telecom and Technology products and services. February 2015 | Final Results THE 2015
  9. 9. Oscars 2015 vs. Super Bowl 2015 Average brand lift for advertisers per scheduled television event OSCARS 2015 +20.6%SUPER BOWL 2015 +6.75%The Academy Awards and the Super Bowl reach the two largest television audiences, 36M+ to 114M+ respectively. This slide demontrates which TV event delivered the greatest average Brand lift for its paid advertisers. February 2015 | Final Results THE 2015
  10. 10. Extreme Reach Extreme Reach is the leading provider of video advertising management and distribution solutions that span TV, Digital and Mobile. Thousands of brands and agencies, including nearly all of the Ad Age 100, look to Extreme Reach to activate, measure and optimize their video advertising campaigns across screens and devices. The Extreme Reach video convergence platform is the first to streamline the video advertising workflow and unify cross-platform analytics. Extreme Reach is headquartered in Needham, Mass., with offices in 15 cities across North America. For more details on the study, please contact Extreme Reach at info@extremereach.com. February 2015 | Final Results THE 2015

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