The 86th Academy Awards being broadcast this Sunday, March 2nd often ranks as the second-most viewed TV event of the year. Last year viewership was up about 3% Y-O-Y. Seth McFarland was host and the Academy’s dream for younger viewers came true: +19% in the coveted 18 to 49 demos. This year Ellen DeGeneres will host. This will be her second time.
- Who’s on the Red Carpet?
- What are they wearing?
- How’s the new host going to open the show?
- Who’s going to win?
- What did I get for my $1.8 million + production costs?
We can’t comment about those first 4 questions, but we can about that last one. Using a validated process we quantify how exposure to the advertising on a particular show causes the viewer to “see” the brand as better meeting the expectations they hold for the Category Ideal in which the brand competes. You know, see if they were engaged or not, and not just that they saw the commercial. Or even liked it. This can be done predictively for virtually any marketing or advertising opportunity, but in this case we were looking at whether advertising the brand on the Academy Awards, got them thinking better about the brand.
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