1. OSCARS
®
T H E 8 6 T H A C A D E M Y A W A R D S®
2014 AD EFFECTIVENESS STUDY
2. ABSTRACT
OBJECTIVE
BrandAds conducted a study to determine the effectiveness of the advertisements that
aired during the television broadcast of the 86th Academy Awards®, commonly known as
The Oscars®.
METHODOLOGY
The study was conducted across Internet-connected devices via the proprietary software
platform, BrandAds Bridge, and included 38,369 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
Oscars® and by the separate exposed group after they had watched The Oscars®.
FINDINGS
The percentage change in likelihood to purchase the advertised products and services
among the exposed group ranged from 8.37% to 61.74% with an average of 31.14%.
3. TOP 10
M OST EFFECT IVE B RAND S
Measured by percentage increase in likelihood to purchase
75%
61.2%
50.7%
50%
48.3%
47.2%
44.2%
43.3%
40.0%
39.4%
37.4%
35.3%
25%
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5. ALL BRANDS BY EFFECTIVENESS
Measured by percentage increase in likelihood to purchase
75%
61.7%
50.7%
50%
48.3%
47.2%
44.2% 43.3%
40.0% 39.4%
37.4%
35.3%
29.7%
27.9%
25.3%
25%
17.6%
16.1%
13.2% 12.6% 12.3% 12.2%
8.4%
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6. AD EFFECTIVENESS BY GENDER
Measured by percentage increase in likelihood to purchase
MALE
FEMALE
24.4% 37.9%
7. AD EFFECTIVENESS BY AGE
Measured by percentage increase in likelihood to purchase
50%
41.4%
40%
35.7%
35.6%
36.4%
32.1%
28.2%
30%
20.3%
20%
10%
0%
< 18
18–24
25–34
35–44
45–54
55–64
65+
8. AD EFFECTIVENESS BY INCOME
Measured by percentage increase in likelihood to purchase
40%
34.4%
33.1%
30%
25.5%
21.2%
20%
10%
0%
$0–50k
$50–100k
$100–150k
$150k+
9. 43.2%
OF CONSUMERS POSTED ABOUT THE OSCARS ON SOCIAL MEDIA
WHILE WATCHING THE LIVE BROADCAST
Facebook
25.75%
Twitter
11.44%
Other
4.26%
Did Not Post
56.85%
LinkedIn
1.70%
10. 52.7%
OF CONSUMERS ENGAGED WITH A SECOND SCREEN
WHILE WATCHING THE LIVE BROADCAST
PC or Laptop
32.37%
Mobile Phone
15.58%
No Engagement
47.27%
Tablet
4.78%
11. INSIGHTS
American Express won the Oscars with an increase of +61.74% in consumers’ likelihood to
purchase their products or services. That’s 98.26% higher than the average.
While extremely successful on social media, Samsung only ranked 18th in effectiveness
out of the 20 brands that advertised during the Oscars. Due to consumers’ high likelihood
to purchase a Samsung product prior to the Oscars, the increase in likelihood to purchase
was only +12.35%.
Female consumers’ increase in likelihood to purchase the advertised products or services
was 55.24% greater than that of male consumers.
The increase in likelihood to purchase advertised products or services was 31.76%
greater among consumers under the age of 18 than the average increase among
consumers over the age of 18.
The increase in likelihood to purchase advertised products or services was 26.59%
greater among consumers whose household income is $0-50k than that of consumers
whose household income is greater than $50k.
12. ABOUT BRANDADS
BrandAds is a Bay Area-based technology company that provides video advertising
analytics software to enterprise marketing organizations.
BrandAds’ proprietary software platform translates massive amounts of data into
actionable insights that empower marketers to materially improve the return on their video
advertising investments.
