OSCARS T H E 8 6 T H A C A D E M Y A W A R D S 2014 AD
EFFECTIVENESS STUDY
ABSTRACT OBJECTIVE BrandAds conducted a study to determine the
eectiveness of the advertisements that aired during the television
broadcast of the 86th Academy Awards, commonly known as The Oscars.
METHODOLOGY The study was conducted across Internet-connected
devices via the proprietary software platform, BrandAds Bridge, and
included 38,369 participants from around the United States.
Participants described how likely they were to purchase a product
or service from a particular brand by choosing a single answer from
ve choices ranging from very likely to very unlikely. Surveys were
completed by the control group prior to the airing of The Oscars
and by the separate exposed group after they had watched The
Oscars. FINDINGS The percentage change in likelihood to purchase
the advertised products and services among the exposed group ranged
from 8.37% to 61.74% with an average of 31.14%.
TOP 10 M OST EFFECT IVE B RAND S Measured by percentage
increase in likelihood to purchase 75% 61.2% 50.7% 50% 48.3% 47.2%
44.2% 43.3% 40.0% 39.4% 37.4% 35.3% 25% 0% AmE x Sprin t Lune st a
Cadi llac role Chev t ort asac N gen eutro N a Cold B an well ker
Appl e P AAR
AVERAGE AD EFFECTIVENESS Measured by percentage increase in
likelihood to purchase 31.1%
ALL BRANDS BY EFFECTIVENESS Measured by percentage increase in
likelihood to purchase 75% 61.7% 50.7% 50% 48.3% 47.2% 44.2% 43.3%
40.0% 39.4% 37.4% 35.3% 29.7% 27.9% 25.3% 25% 17.6% 16.1% 13.2%
12.6% 12.3% 12.2% 8.4% 0% Am Ex S in pr t Lu n t es a Ca d a ill c
C v he r e ol t s Na a r co t Ne ro ut g Co a en w ld e B ll a e nk
r A l pp e A P AR Ch o n ba i op Tr ic a an Go l og e JC P n en y D
e ov Li o pt M n c n Do d al s m Sa s g un P s ep i Sn i e ck
rs
AD EFFECTIVENESS BY GENDER Measured by percentage increase in
likelihood to purchase MALE FEMALE 24.4% 37.9%
AD EFFECTIVENESS BY AGE Measured by percentage increase in
likelihood to purchase 50% 41.4% 40% 35.7% 35.6% 36.4% 32.1% 28.2%
30% 20.3% 20% 10% 0% < 18 1824 2534 3544 4554 5564 65+
AD EFFECTIVENESS BY INCOME Measured by percentage increase in
likelihood to purchase 40% 34.4% 33.1% 30% 25.5% 21.2% 20% 10% 0%
$050k $50100k $100150k $150k+
43.2% OF CONSUMERS POSTED ABOUT THE OSCARS ON SOCIAL MEDIA
WHILE WATCHING THE LIVE BROADCAST Facebook 25.75% Twitter 11.44%
Other 4.26% Did Not Post 56.85% LinkedIn 1.70%
52.7% OF CONSUMERS ENGAGED WITH A SECOND SCREEN WHILE WATCHING
THE LIVE BROADCAST PC or Laptop 32.37% Mobile Phone 15.58% No
Engagement 47.27% Tablet 4.78%
INSIGHTS American Express won the Oscars with an increase of
+61.74% in consumers likelihood to purchase their products or
services. Thats 98.26% higher than the average. While extremely
successful on social media, Samsung only ranked 18th in eectiveness
out of the 20 brands that advertised during the Oscars. Due to
consumers high likelihood to purchase a Samsung product prior to
the Oscars, the increase in likelihood to purchase was only
+12.35%. Female consumers increase in likelihood to purchase the
advertised products or services was 55.24% greater than that of
male consumers. The increase in likelihood to purchase advertised
products or services was 31.76% greater among consumers under the
age of 18 than the average increase among consumers over the age of
18. The increase in likelihood to purchase advertised products or
services was 26.59% greater among consumers whose household income
is $0-50k than that of consumers whose household income is greater
than $50k.
ABOUT BRANDADS BrandAds is a Bay Area-basedtechnology company
that provides video advertising analyticssoftware to enterprise
marketing organizations. BrandAds proprietary software
platformtranslates massive amounts of data into actionable
insightsthat empower marketers to materially improve the returnon
their video advertising investments.