According to new research from Nielsen, promotion does drive TV viewership. Evaluating the impact of promotion on tune-in for over 60 different programs, promotion didn’t work in only one instance where the issue was scheduling against the NBA Finals.
Analysis of TV promotional campaigns by Nielsen discovered significant takeaways for marketers:
advertisement advertisement Average Share of Tune-In for New and Returning Program Premiers (% of Respondents) | ||
Viewers | Exposed On-Channel Only | All Other Viewers |
High/Medium | ||
New programs | 40% | 60% |
Returning programs | 83 | 17 |
Light viewers | ||
New programs | 36 | 64 |
Returning programs | 73 | 27 |
Source: Nielsen, June 2012 (e.g. On average, 40% of High/Medium viewers that tuned into a new program only say on-channel promotions) |
And, Nielsen conducted an in-depth custom research study of advertising effectiveness of ads before, during and after the “Great Recession” to find out how advertisers reach and resonate with an increasingly diverse, demanding and connected audience.
The findings of the study to determine to what extent, if any, has the tumultuous economic climate and subsequent attitude shifts impacted consumer responsiveness to various creative tactics are summarized in the report as:
Resonating Ad Genres | |||
| Appeal Index (100=Average) | ||
Ad Type | PreRecession | DuringRecession | AfterRecession |
Funny | 147 | 133 | 133 |
Sentimental | 88 | 107 | 107 |
Price/promotional | 71 | 73 | 60 |
Source: Nielsen, June 2012; (e.g. Funny ads were 47% more appealing to consumers than the average pre-recession ad, and 33% more appealing during the following recession) |
The report concludes that economic cycles can now help predict ad effectiveness and consumer responsiveness to various creative strategies. The author recommends that marketers “...look for the rise of the global middle class, urbanization, the new female economy and a notable shift in advertising spending to all be engines for change and the future growth of consumer spending...”
To read more from the Nielsen blogs, please visit here and here.