How Media Works: Advertising and the Purchase Funnel for Entertainment Advertising A Yankelovich...
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How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnel
for Entertainment Advertisingfor Entertainment Advertising
How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnel
for Entertainment Advertisingfor Entertainment Advertising
A Yankelovich Study for the Television Bureau of Advertising
Study ObjectivesStudy ObjectivesStudy ObjectivesStudy Objectives
Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:
The role of television advertising in driving consumer actions throughout the purchase decision process
How television interacts with other media platforms, including new media such as the Internet
How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2
Source: TVB/Yankelovich “How Media Works,” April 2009
MethodologyMethodologyMethodologyMethodology
Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them.
Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded.
Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them.
Each respondent then completed an ad survey for up to three of these categories.
The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.
The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.
3Source: TVB/Yankelovich “How Media Works,” April 2009
A Majority of Respondents are In the A Majority of Respondents are In the Market Market
A Majority of Respondents are In the A Majority of Respondents are In the Market Market
4
“Are you currently considering a purchase in the Entertainment Category?”
(Asked of those who recalled seeing a TV ad for an Entertainment Vehicle* in the last 2 months)
Source: TVB/Yankelovich “How Media Works,” April 2009
* Includes movie, sporting event, amusement/theme park, theater, concert, play, aquarium, zoo, and museum advertising.
Yes58.7%
No41.3%
Customer Profile: Entertainment Customer Profile: Entertainment AdvertisingAdvertising
Customer Profile: Entertainment Customer Profile: Entertainment AdvertisingAdvertising
5Source: TVB/Yankelovich “How Media Works,” April 2009
Saw an Entertainment Ad That Made an Impression
Currently Considering a
Purchase in this Category
Made a Purchase
in this category in the
past 6 months
Made a Purchase
in this category
in the last 2 weeks
Male 46.3% 49.2% 45.9% 48.6%
Female 53.7% 50.8% 54.1% 51.4%
18-34 36.5% 40.7% 38.9% 37.3%
18-49 67.2% 73.5% 71.1% 71.4%
25-54 57.6% 60.6% 58.0% 56.2%
55+ 28.5% 23.0% 25.9% 24.9%
Urban 31.3% 29.3% 29.6% 28.6%
Suburban 46.9% 50.2% 48.7% 50.3%
Rural 21.9% 20.5% 21.7% 21.1%
HHI <$30K 24.1% 22.7% 21.2% 19.5%
HHI $30-$70K 43.7% 41.3% 42.9% 41.6%
HHI $70K+ 24.8% 28.4% 28.2% 31.4%
HHI $100K+ 13.3% 14.5% 15.2% 18.9%
Entertainment Ads on Television Are Among the Most-Entertainment Ads on Television Are Among the Most-Recalled Ads Across all 15 Categories Studied Recalled Ads Across all 15 Categories Studied
Entertainment Ads on Television Are Among the Most-Entertainment Ads on Television Are Among the Most-Recalled Ads Across all 15 Categories Studied Recalled Ads Across all 15 Categories Studied
6Source: TVB/Yankelovich “How Media Works,” April 2009
Saw an ad that got your attention:
55%
46%
46%
46%
41%
40%
40%36%
36%
34%
34%
33%
28%
27%
25%
80%Any (NET)
Restaurants
Vehicles or auto dealers
Telecommunications or electronic products
Entertainment activities
Automobile or life insurance
Department stores or discount stores
Food, convenience, or grocery stores / supermarkets
Furniture, mattress, or carpeting / flooring stores
Travel or travel websites
Financial services
Healthcare products or services
Home improvement stores or services
Services
Schools / colleges / learning centers / vocational schools
Commercial websites
Half of consumers say they made an Half of consumers say they made an entertainment-related purchase in the past entertainment-related purchase in the past
monthmonth
Half of consumers say they made an Half of consumers say they made an entertainment-related purchase in the past entertainment-related purchase in the past
monthmonth
7Source: TVB/Yankelovich “How Media Works,” April 2009
34%
18%
14%
7%
6%
3%
7%
2%
2%
6%
Within the last 2 weeks
3-4 weeks ago
1-2 months ago
3-4 months ago
5-6 months ago
7-11 months ago
1-2 years ago
3-5 years ago
6 or more years ago
I have never purchased in this category Entertainment
52% of those who recently saw an
entertainment ad made a purchase in
the past month
Last time made an entertainment activity purchase:
Those who saw entertainment ads Those who saw entertainment ads overwhelmingly rated them positivelyoverwhelmingly rated them positively
Those who saw entertainment ads Those who saw entertainment ads overwhelmingly rated them positivelyoverwhelmingly rated them positively
8
32%
38%
26%
3%
1%
53%
32%
13%
1%
1%
Very positive
Somewhat positive
Neither positive nor negative
Somewhat negative
Very negativeTotalEntertainment
Source: TVB/Yankelovich “How Media Works,” April 2009
Type of impression made by TV ad for entertainment activity:
85% of those who saw these
advertisements rated them
positively, compared to 70%
of all ads
Entertainment Ads on Television Are Much More Likely Entertainment Ads on Television Are Much More Likely to Be Considered Attention-Getting, Informative and to Be Considered Attention-Getting, Informative and
RelevantRelevant
Entertainment Ads on Television Are Much More Likely Entertainment Ads on Television Are Much More Likely to Be Considered Attention-Getting, Informative and to Be Considered Attention-Getting, Informative and
RelevantRelevant
9Source: TVB/Yankelovich “How Media Works,” April 2009
Ratings of Entertainment Activity Television Ads:
53% total
70% Ent.
How informative was it?
42% total
57% Ent.
How relevant was it?
How much did it get your attention?
19.6%
15.4%
18.9%
15.6%
12.2%
9.0%
3.6%
2.8%
1.3%
1.5%
40.0%
18.0%
21.0%
10.0%
5.0%
3.0%
2.0%
1.0%
0.0%
1.0%
10 -Completely
9
8
7
6
5
4
3
2
1 - Not at all
54% total
78% Ent.
Total Entertainment
Those Who View TV Ads for Those Who View TV Ads for Entertainment Entertainment are are Likely to Seek Information, Discuss the Ad, or Likely to Seek Information, Discuss the Ad, or
Consider a PurchaseConsider a Purchase
Those Who View TV Ads for Those Who View TV Ads for Entertainment Entertainment are are Likely to Seek Information, Discuss the Ad, or Likely to Seek Information, Discuss the Ad, or
Consider a PurchaseConsider a Purchase
10Source: TVB/Yankelovich “How Media Works,” April 2009
Actions Taken After Seeing TV Commercial for Entertainment
TotalEntertainment Activities
Index to Total
Any (Net) 49% 64% 131
Considered purchasing the product or service 17% 20% 118
Talked with others about the advertisement 16% 32% 200
Went online to learn more about the product or service advertised 14% 19%
136
Remembered you had seen the product or service advertised before 11% 9%
82
Purchased the product or service in a store 10% 5% 50
Visited a store or location to learn more about the product or service 8% 2%
25
Tried to find the advertisement on the Web 5% 7% 140
Looked in a newspaper or magazine to learn more about the product or service
4% 9% 225
Purchased the product or service online 3% 2% 67
Contacted the company in the advertisement 3% 1% 33
Sent someone an Email about the product or service 3% 3% 100
Sent someone a Web-site link about the product or service 2% 3% 150
Other action 3% 11% 367
Did nothing 51% 36% 71
Younger Adults are Even More Likely to Take Younger Adults are Even More Likely to Take ActionAction
Younger Adults are Even More Likely to Take Younger Adults are Even More Likely to Take ActionAction
11Source: TVB/Yankelovich “How Media Works,” April 2009
Actions Taken After Seeing TV Commercial for Entertainment
Age
Entertainme
nt 18-34 35-49 50+
Any (Net) 64% 72% 66% 54%
Talked with others about the advertisement 32% 38% 34% 23%
Considered purchasing the product or service 20% 26% 21% 13%
Went online to learn more about the product or service 19% 27%
19% 11%
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the
Internet)9% 12% 5% 10%
Looked in a newspaper or magazine to learn more 9% 6% 8% 12%
Tried to find the advertisement on the Web 7% 8% 8% 3%
Purchased the product or service in a store 5% 7% 5% 4%
Sent someone an Email about the product or service 3% 3% 3% 4%
Sent someone a Web-site link about the product or service 3% 4%
4% 1%
Purchased the product or service online 2% 3% 3% 1%
Visited a store or location to learn more 2% 3% 1% 2%
Contacted the company in the advertisement 1% — 2% —
Other action 11% 9% 10% 15%
Did nothing 36% 28% 34% 46%
Most Were Exposed to Multiple Most Were Exposed to Multiple Viewings of Entertainment Ads Viewings of Entertainment Ads Most Were Exposed to Multiple Most Were Exposed to Multiple Viewings of Entertainment Ads Viewings of Entertainment Ads
12Source: TVB/Yankelovich “How Media Works,” April 2009
Number of times saw entertainment activity TV commercial in past 2 months:
14%
33%
26%
14%
13%
17%
32%
27%
14%
10%
Just this one time
2-3 times
4-5 times
6-9 times
10 times or more
TotalEntertainment
Multiple Exposures Leads to Action: Peer Multiple Exposures Leads to Action: Peer Contact, Information Seeking, Purchase Contact, Information Seeking, Purchase
ConsiderationConsideration
Multiple Exposures Leads to Action: Peer Multiple Exposures Leads to Action: Peer Contact, Information Seeking, Purchase Contact, Information Seeking, Purchase
ConsiderationConsideration
13Source: TVB/Yankelovich “How Media Works,” April 2009
Among those who recently saw a TV ad for Entertainment activities
# TV Ad Exposures
Entertainmen
tRecall 1-3 ad
exposuresRecall 4+ ad exposures
Any (Net) 64% 58% 71%
Talked with others about the advertisement 32% 27% 37%
Considered purchasing the product or service 20% 17% 23%
Went online to learn more about the product or service 19% 15% 23%
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 9% 7% 11%
Looked in a newspaper or magazine to learn more 9% 7% 10%
Tried to find the advertisement on the Web 7% 8% 6%
Purchased the product or service in a store 5% 4% 7%
Sent someone an Email about the product or service 3% 2% 5%
Sent someone a Web-site link about the product or service 3% 3% 3%
Purchased the product or service online 2% 2% 3%
Visited a store or location to learn more 2% 2% 2%
Contacted the company in the advertisement 1% 0% 1%
Other action 11% 9% 14%
Did nothing 36% 42% 29%
Actions taken after seeing an Entertainment Activities TV ad
In addition to TV ads for entertainment activities, In addition to TV ads for entertainment activities, respondents were most likely to recall Internet respondents were most likely to recall Internet
adsads
In addition to TV ads for entertainment activities, In addition to TV ads for entertainment activities, respondents were most likely to recall Internet respondents were most likely to recall Internet
adsads
14Source: TVB/Yankelovich “How Media Works,” April 2009
Saw ad for same product or service in a media other than TV:
TotalEntertainment Activities
Index to Total
Any (Net) 46% 52% 113
On the Internet 20% 26% 130
In a newspaper 18% 17% 94
On the radio 12% 13% 108
In a magazine 11% 8% 73
In an Email offer 8% 3% 38
On a billboard or other outside sign 7% 7% 100
Other media 3% 4% 133
Did not see, hear, or read in any other media 35% 34% 97
Not sure 19% 14% 74
Entertainment & Activities Entertainment & Activities Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
Entertainment & Activities Entertainment & Activities Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
15Source: TVB/Yankelovich “How Media Works,” April 2009
80%75%
67%61% 59%
53%
20%25%
33%39% 41%
47%
86% 88%
75% 73%
59%64%
14% 12%
25% 27%
41%36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media Influence (Any)-All Cat. No Media Influence-All Cat.Media Influence (Any)-Entertainment/Activities No Media Influence-Entertainment/Activities
Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase
Index =108
Index = 117
Index = 112
Index =120
Index =100
Index =121
Entertainment & ActivitiesEntertainment & Activities Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
Entertainment & ActivitiesEntertainment & Activities Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
16Source: TVB/Yankelovich “How Media Works,” April 2009
Media cited by less than 3% of respondents were incorporated into the total for “other.”
48% 51% 46% 49%40% 39%
20% 19%15% 12%
10% 12%
4% 5%
5% 3%
3% 4%
14% 13%
9% 9%
6%10%
14% 12%25% 27%
41% 36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness Interest Consider Purchase Want to Purchase Visit Store/ Website Make Purchase
Television Internet Newspaper Other No Media Influence
ConclusionsConclusionsConclusionsConclusions Entertainment ads enjoy the highest recall
scores. Entertainment ads resonate with consumers, as
seen by positive ad ratings, and higher-than-average scores for ad relevance, attention-getting and informativeness.
Those exposed to TV ads are likely to seek out additional information about the entertainment activity, discuss the ad with others, or make a purchase. Younger consumers score even higher on
these metrics, as do those with multiple ad exposures.
Television is a strong performer at every stage of the purchase funnel; internet ads are a strong secondary driver especially at the top of the funnel.
17Source: TVB/Yankelovich “How Media Works,” April 2009