Published on March 5, 2014
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
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%.
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% 0% AmE x Sprin t Lune st a Cadi llac role Chev t ort asac N gen eutro N a Cold B an well ker Appl e P AAR
AVERAGE AD EFFECTIVENESS Measured by percentage increase in likelihood to purchase 31.1%
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% 0% Am Ex S in pr t Lu n t es a Ca d a ill c C v he r e ol t s Na a r co t Ne ro ut g Co a en w ld e B ll a e nk r A l pp e A P AR Ch o n ba i op Tr ic a an Go l og e JC P n en y D e ov Li o pt M n c n Do d al ’s m Sa s g un P s ep i Sn i e ck rs
AD EFFECTIVENESS BY GENDER Measured by percentage increase in likelihood to purchase MALE FEMALE 24.4% 37.9%
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+
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+
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%
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%
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.
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.
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