1 1 How The Internet Has Enhanced The Value Of Television Advertising David F. Poltrack Chief...

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How The Internet How The Internet Has Enhanced The Value Has Enhanced The Value Of Television AdvertisingOf Television Advertising

David F. PoltrackDavid F. Poltrack Chief Research Officer, CBS CorporationChief Research Officer, CBS CorporationPresident, CBS VISIONPresident, CBS VISION

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DESIREDESIREAWARENESSAWARENESS INTERESTINTEREST ACTIONACTION

A.I.D.A. CONSUMER DECISION MAKING PROCESSA.I.D.A. CONSUMER DECISION MAKING PROCESS

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THE ROLE OF TELEVISION

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THE ROLE OF THE INTERNET

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THE ROLE OF TELEVISION

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CROSS MEDIA AUTO STUDYCROSS MEDIA AUTO STUDY

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Car Make/ Model

Audi R8BMW X6

Chevrolet MalibuDodge Challenger

Dodge J ourneyFord Edge Hybrid

Infiniti EX35Nissan Rogue

Pontiac G8Saturn AuraVW Tiguan

CAR MAKE/MODELSCAR MAKE/MODELS

Source: GfK Omnitel Survey, April 14-18, 2008

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AWARE - AWARE - AllAll

Car "Make/Model"

Aware-All

A 68%

B 32%

C 54%

D 30%

E 26%

F 23%

G 18%

H 53%

I 33%

J 30%

K 21%

AVG 35%


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AWARE – AWARE – (Would Consider = 11%)(Would Consider = 11%)

Car "Make/Model"

Aware- Consider

A 69%

B 36%

C 63%

D 46%

E 33%

F 35%

G 25%

H 63%

I 49%

J 41%

K 18%

AVG 43%


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SOURCE OF AWARENESS = TV (ALL)SOURCE OF AWARENESS = TV (ALL)

Car "Make/Model"

TV 2ND CHOICE 2nd SOURCE

A 63% 16% Magazines

B 59% 14% Magazines

C 66% 13% Magazines

D 58% 20% Magazines

E 66% 15% Magazines

F 44% 21% Magazines

G 58% 12% Magazines

H 57% 20% Magazines

I 55% 14% Magazines

J 45% 23% Magazines

K 51% 21% Magazines

AVG 57% 17%


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SOURCE INFORMATION – (All Aware)SOURCE INFORMATION – (All Aware)

Car "Make/Model" ANYWHERE

A 11%

B 9%

C 11%

D 11%

E 7%

F 13%

G 5%

H 13%

I 11%

J 11%

K 10%

AVG 10%


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SOUGHT INFORMATION –SOUGHT INFORMATION – (Would Consider)(Would Consider)

Car "Make/Model"

ANYWHERE

A 28%

B 19%

C 33%

D 29%

E 12%

F 27%

G 19%

H 35%

I 20%

J 29%

K 18%

AVG 24%


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SOUGHT INFORMATION –SOUGHT INFORMATION – (All Aware)(All Aware)

Car "Make/Model"

% INTERNET % MAGAZINE % DEALER

A 46% 18% 29%

B 29% 17% 28%

C 46% 18% 19%

D 28% 25% 25%

E 43% 20% 11%

F 53% 8% 14%

G 58% 24% 6%

H 53% 20% 24%

I 40% 9% 31%

J 48% 21% 18%

K 34% 16% 24%

AVG 43% 18% 21%


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THE INTERNET:Call to Action


TELEVISION:BUILDS AWARENESS

AND INTEREST

MEDIA DISTRIBUTIONMEDIA DISTRIBUTION


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AND INTEREST



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AND INTEREST



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AND INTEREST



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“C3”…The New Currency

THE ECONOMICS - AdvertisingTHE ECONOMICS - Advertising

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• Advertising Rating Company (ARC) is an independent advertising research firm that conducts syndicated research on advertising creative effectiveness

• The overall creative effectiveness metrics – ACE Scores – measure the extent to which advertising creative builds consumer demand for the brand or product

• The metrics are comprised of consumer ratings with respect to Desire, Information, Impression, Liking and Watchability of a TV commercial

• Effectiveness is determined by reaching a score of 50 out of 100 points on component ratings

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ACE (Advertising Creative Effectiveness) Scores of Currently Running TV Ads Rated by 18-49 yr Old Viewers:

Automotive

401

326 312 310

271 266 261 248 246228 223

187

150

200

250

300

350

400

450

BrandA

BrandB

BrandC

BrandD

BrandE

BrandF

BrandG

BrandH

BrandI

BrandJ

BrandK

BrandL

ACE (Advertising Creative Effectiveness) Scores of Currently Running TV Ads Rated by 18-49 yr Old Viewers:

Automotive

401

326 312 310

271 266 261 248 246228 223

187

150

200

250

300

350

400

450

BrandA

BrandB

BrandC

BrandD

BrandE

BrandF

BrandG

BrandH

BrandI

BrandJ

BrandK

BrandL

Source: Advertising Rating Company, Nov. 2007

N per ad: 1,000

ACE Scores: Ad’s overall effectiveness in building ACE Scores: Ad’s overall effectiveness in building consumer demand for the brand/productconsumer demand for the brand/product

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EYETRACKING

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USABILITY STUDIES

•WEBSITES•SOFTWARE•COMPUTER GAMES•INTERACTIVE TV•HAND HELD DEVICES•TELEVISION PROGRAMMING

ADVERTISING

•WEBSITES•TV COMMERCIALS•PRINT ADVERTISING•MOVIE TRAILERS•BILLBOARDS

APPLICATIONSAPPLICATIONS

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P300P300

StimulusStimulus

30

0

-30

30

0

-30

2007 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

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Topological Mapat 500 milliseconds

The detection of the red dot generates a classic brain response indicating voluntary attention and detection.

CLASSIC PHYSIOLOGICAL RESPONSECLASSIC PHYSIOLOGICAL RESPONSE

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XYTE TYPOLOGYXYTE TYPOLOGY

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ROI:The Holy Grail


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TRA DATA ON LUXURY CAR OWNERSTRA DATA ON LUXURY CAR OWNERS

169

54

LUXURY CAR OWNER INDEX (5.0+ Rated Programs)

Source: TRA Data for Southeast Market, June 2008

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NEW MEDIA TECHNOLOGY: Three ScreensNEW MEDIA TECHNOLOGY: Three Screens

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NEW MEDIA TECHNOLOGY: Three ScreensNEW MEDIA TECHNOLOGY: Three Screens

1 1 How The Internet Has Enhanced The Value Of Television Advertising David F. Poltrack Chief...

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