By Tom Ryan
Products placed by advertisers in "emotionally engaging" TV programs enjoy a recognition rate by 43 percent more viewers than similar placement on low-engagement shows, according to a survey from The Nielsen Co. The research, contained in the new issue of Nielsen's Consumer Insight, was designed to help marketers understand the linkage between brand performance and TV program content.
Among the findings:
- Brand recognition increased 29 percent for product placements during highly enjoyable programs compared to low-enjoyment shows, 21 percent for commercial spots, and 5 percent for the combination of a product placement and commercial spot for that brand;
- Positive brand feelings increased by 85 percent for product placements, 75 percent for commercial spots and 68 percent for combined campaigns when the program was highly enjoyable over low-enjoyment shows;
- Purchase interest increased 145 percent for product placements, 120 percent for commercial spots and 97 percent when the exposure consisted of both a placement and commercial for highly enjoyable programs.
Nielsen says the research shows that the consumer purchase cycle is very much influenced by emotional factors, and to leverage the annual promotional spend, advertisers would be well-served to understand their consumers' viewing habits, their preferences and their level of emotional connection with the programs they're watching.
"When you link your advertising with a program that resonates with consumers, viewers will remember your ads," Kathy Mancini, editor of Nielsen Consumer Insight, told Brandweek. "There are so many choices out there, with people passing by commercials, that if the spot keeps a viewer interested, that's huge for advertisers right then and there."
The Nielsen findings were based on a survey of approximately 10,000 individuals, 200 consumer brands and 50 TV programs. Participants were asked a variety of questions in terms of their engagement with specific programming, including their overall program enjoyment. Additional engagement questions included entertainment value, believability, information value, emotional resonance and more.
Discussion Question: Do you think advertisements around highly engaging shows are more important these days than in the past?