ANA Brand Commercial Ratings Summit

ANA Brand
Commercial
Ratings
Summit
January 22, 2013
Confidential
Copyright
2012and
TiVoAnalytics,
ResearchInc.
and Analytics, Inc.
TRA ConfidentialTRACopyright
2012 TiVo
Research
1
Executive Summary
• TRA is a pure research company serving >100 top advertisers,
media and agencies
• TRA has been delivering Brand Commercial Audience
continuously for 6 years
• Brand Commercial Audience can be very misleading unless it is
measured among purchaser target
• Second by second measurement also enables measurement of
brand integration
• Brand Commercial Audience is only one contributing factor in
ROI which is the main focus of TRA clients
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
2
TRA Matches TV Tuning, CPG Purchase Data, Rx
Prescriptions and Auto Registrations
TRA directly matches purchases and the TV tuning of the exact
same household (HH) with huge samples.
• Auto: TRA matches 115 Million HH automotive registrations
to HH TV tuning via 85% Cable/15% TiVo set-top-boxes
(4.2MM total)
• Household Demographics: Via Experian by HH (115MM)
• CPG: TRA matches supermarket purchase by HH (50MM) to
HH TV tuning via set-top-box data
• Pharma: TRA matches IMS 70 Million HH Rx prescriptions
filled to HH TV tuning
• CRM: TRA matches tuning data with proprietary purchaser
databases from advertisers
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
3
Brand specific commercial ratings are here and one
aspect of improving sales and ROI lift
Brand Specific Commercial Ratings
Select Networks & Programming Rich in Purchase Target
Commercial Audience Among Purchase Target
Sales & ROI Lift
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
4
Households are 10% less likely to switch away from
auto ads for brands they own
Advertiser
# of Airings
Switch Away %
Total
Chevrolet
Subaru
Ford
Mercedes
BMW
Buick
Volkswagen
Dodge
Lexus
Honda
Toyota
28
22
20
19
11
11
11
9
9
5
5
7.4
4.5
8.2
6.3
6.0
5.8
4.8
5.3
4.0
7.5
4.7
Switch Away %
Among Brand
Owners
5.1
5.5
5.0
5.1
5.0
5.0
5.1
5.1
5.2
4.8
5.0
History Channel February 2011. Switch away for all auto ads 5.6% versus 5.1% among respective brand owners.
*
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
5
Traditional Demo targets involve rotators through
most network programming…
Purchase Target
TBS
TNT
Adult TruSwim TV
CNN HLN
Honda Civic: Adults 18-24, $35K Med
Income.
Honda Accord: Adults 25-49, $50K Med
Income, some college, Prof/Manager.
Honda CR-V: Adults 25-49, $75K Med
Income, Married, 2+ Kids, “Soccer Moms”.
Acura RDX: Adults 25-54, $75K median
income, Prof/Manager, College Grad,
“Urban Achievers”.
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
6
Purchase targets focus on category
usage/competitive set owners to form “networks” of
programming geared to the right audience…
Purchase Target:
Competitive Set
Owners
TBS
TNT
Adult TruSwim TV
CNN HLN
Honda Civic
Honda Accord
Honda CR-V
Acura RDX
Create a Honda CR-V “network” of programming with strong purchaser
rating indices across the entire Turner footprint enhances commercial
audiences and targeting. Commercial will be more relevant and the
audience more attentive.
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
7
ROI Index of Individual Creative Executions
ROI Index
3.69
1.34
0.78
Creative B
Creative C
1.00
All Creatives
Creative A
Not
Significant
All Other
ROIs for the individual campaigns have been indexed to the ROI for all campaigns
Confidence level=99% for the 3 readable executions
Source: TRA Single Source Los Angeles: May 2008 - October 2008
Sample size: Total Static Brand Purchasers (6 months): Brand X– 5,433
Multivariate Model Controls for Price, Promotions, Seasonality and Trend
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
8
Brand Commercial Rating can be very misleading
unless it is among the purchaser target
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
9
Commercial Switch Away: slight increase in switch
away over time, indicating wearout
CPG Brand Creative Execution
8
Switch Away %
7
6
5
4
3
2
1
0
Source: TRA Media TRAnalytics, Audience Retention Reports, AMJJASOND’11.
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
10
0
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
7/3/2011…
5
7/2/2011…
7/3/2011…
7/3/2011…
6
7/2/2011…
7/2/2011…
7/1/2011…
7/1/2011…
7/2/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
7/1/2011…
6/27/2011…
6/27/2011…
6/27/2011…
6/28/2011…
6/28/2011…
6/28/2011…
6/28/2011…
6/29/2011…
6/30/2011…
There was a slight increase in zipping over time,
indicating wearout
CPG Brand Creative Execution
7
Zipping %
4
3
2
1
Source: TRA Media TRAnalytics, Audience Retention Reports, AMJJASOND’11.
11
Switchaway Pattern suggests a weakness in the
creative during the first few seconds of the spot
Modal Switch Away Second
18
16
14
Frequency
12
10
8
6
4
2
0
4
2
5
3
7
14
6
12
9
13
10
15
11
8
Ad Second #
Source: TRA Media TRAnalytics, Audience Retention Reports, AMJJASOND’11.
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
12
Zipping Predicts Box Office Weekend $
• Average fast-forward rates for movie ads is 12-17%
• Movie commercials leading up to the opening weekend
“I don’t know how she
does it” Fast Forward rate:
21%
Opening Weekend:
ranked 6th $4.4M
Source: TRA, Inc.
TiVo Owners Only
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
13
Zipping Predicts Box Office Weekend $
Average fast-forward rates for movie ads is 12-17%
“The Musketeers”
Fast Forward Rate: 20%
Film was Box Office Bomb
Source: TRA, Inc.
TiVo Owners Only
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
14
Zipping Predicts Box Office Weekend $
Average fast-forward rates for movie ads is 12-17%
“The Hunger Games”
Fast Forward Rate:12%
HIT
“The Avengers”
Fast Forward Rate: 10%
HIT
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
Source: TRA, Inc.
TiVo Owners Only
15
Garnier Fructis Branded Integration in Lifetime’s
“Project Runway” ROI is 53% greater than TV Ad exposure
ROI Index
200
150
153
100
100
50
-
Runway/Garnier Fructis Product
Integration
Garnier Fructis Lifetime Channel
Ads
Index: Lifetime Channel Ads = 100
Source: TRA National Single-Source 1/2010 – 4/2011
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
16
“Biggest Loser” branded entertainment causes above
average lift in the increased revenue per buyer
Yoplait Light Biggest Loser (1/29/09) vs. Yoplait January (477 spots)
Average %
Increase in
Revenue
Per Buyer
Source: TRA Single Source National February 2009
Sample size: Total = 209,158
17
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
17
Dove Conditioner’s sales highest in homes exposed
to Branded Integration
Dove Branded Entertainment:
Feb 2, 2009 – April 12, 2009
% Change in Volume
Sales
Exposed to
Integration
Not exposed
to Integration
+17%
Exposed to Dove
Commercial
(11,668)
(3,954)
Not Exposed to Dove
Commercial
Base: conditioner purchasers
+59%
(259)
+3%
-10%
(7,031)
Measurement Periods 20 Weeks:
Pre: 9/15/08 - 2/1/09
Test: 2/2/09 - 6/21/09
18
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
18
Brand “Plot Integration” Consistent Sales Lifter
• Brand was part of the “plot” not just in background
• “Plot” Integration = always higher sales lift (so far)
• Not always higher ROI
18
16
14
12
10
8
Percent Sales Lift Ads
6
Percent Sales Lift Integ
4
2
0
Bev A
Percent Sales Lift Integ
Bev B
Beauty C
Food D
TRA Confidential
Percent Sales Lift Ads
HH E
Copyright 2012 TiVo Research and Analytics, Inc.
19
19
Key Takeaways
• TRA is a pure research company serving >100 top advertisers,
media and agencies
• TRA has been delivering Brand Commercial Audience
continuously for 6 years
• Brand Commercial Audience can be very misleading unless it is
measured among purchaser target
• Second by second measurement also enables measurement of
brand integration
• Brand Commercial Audience is only one contributing factor in
ROI which is the main focus of TRA clients
TRA Confidential
Copyright 2012 TiVo Research and Analytics, Inc.
20