OSCARST H E 8 6 T H A C A D E M Y A W A R D S

2 0 1 4 A D E F F E C T I V E N E S S S T U D Y

®

®

O B J E C T I V E

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®.

M E T H O D O L O G Y

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®.

F I N D I N G S

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%.

ABSTRACT

MOST EFFECTIVE BRANDS

0%

25%

50%

75%

AmEx SprintLunesta

CadillacChevrolet

NasacortNeutrogena

Coldwell Banker Apple AARP

Measured by percentage increase in likelihood to purchase

61.2%

50.7% 48.3% 47.2%44.2% 43.3%

40.0% 39.4% 37.4% 35.3%

TOP 10

31.1%AVERAGE AD EFFECTIVENESS

Measured by percentage increase in likelihood to purchase

AmEx

ALL BRANDS BY EFFECTIVENESSMeasured by percentage increase in likelihood to purchase

0%

25%

50%

75%

8.4%

12.2%12.3%12.6%13.2%16.1%

17.6%

25.3%27.9%

29.7%

35.3%37.4%

39.4%40.0%43.3%44.2%

47.2%48.3%50.7%

61.7%

Sprint

Lunesta

Cadillac

Chevrolet

Nasacort

Neutrogena

Coldwell Banker

AppleAARP

Chobani

Tropicana

Google

JC Penny

DoveLipton

McDonald’s

Samsung

Pepsi

Snickers

24.4%

AD EFFECTIVENESS BY GENDER

MALE

37.9%FEMALE

Measured by percentage increase in likelihood to purchase

AD EFFECTIVENESS BY AGE

0%

10%

20%

30%

40%

50%

< 18 18–24 25–34 35–44 45–54 55–64 65+

41.4%

35.7% 35.6% 36.4%

28.2%

20.3%

32.1%

Measured by percentage increase in likelihood to purchase

AD EFFECTIVENESS BY INCOME

0%

10%

20%

30%

40%

$0–50k $50–100k $100–150k $150k+

34.4%

25.5%

21.2%

33.1%

Measured by percentage increase in likelihood to purchase

43.2%OF CONSUMERS POSTED ABOUT THE OSCARS ON SOCIAL MEDIA

WHILE WATCHING THE LIVE BROADCAST

Facebook25.75%

Twitter11.44%

LinkedIn1.70%

Other4.26%

Did Not Post56.85%

52.7%OF CONSUMERS ENGAGED WITH A SECOND SCREEN

WHILE WATCHING THE LIVE BROADCAST

Mobile Phone15.58%

PC or Laptop32.37%

Tablet4.78%

No Engagement47.27%

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.

INSIGHTS

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.

A B O U T B R A N D A D S