Nielsen study commissioned by UP TV and
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Junior chefs and judges from "Chopped Junior" on
The Family Entertainment Brand Impact Study, conducted by Nielsen, utilized both attitudinal and biometric methodologies to better understand how individuals react to advertising placed in breaks around different types of content.
Highlights from the attitudinal research, which measured how viewers feel about brand advertising and the programming environment, include:
- Commercials running in a TV-G family programming environment scored 27 percent higher among all viewers across various attributes including interest in products, attention to brands and purchase intent. This lift was seen across all demographics.
- The lift nearly doubled to 51 percent among viewers who said they regularly seek TV-G content (the "family in mind" segment).
- Intent to purchase, attention to brands and interest in products were even higher among high-income ($75,000+), African-American and Hispanic households.
- The positive impact of advertising in TV-G programming was seen across all measured advertising sectors, including consumer packaged goods, retail, quick-service restaurants, automotive, clothing and alcoholic beverages.
In the biometric section of the study, the Nielsen Consumer Neuroscience Biometric Engagement Score measured how viewers emotionally respond to what they are watching and found that:
- Overall findings from the attitudinal research were confirmed by biometric response.
- Emotional engagement was 30 percent greater for ads appearing in TV-G shows compared to TV-14, and 173 percent greater in TV-G versus TV-MA.
"There is one very clear takeaway from these studies: People react more positively to ads running in TV-G environments," said
"Our audiences are among the most receptive in all of television viewing, and our programming provides a trusted and engaging atmosphere for families and for brands," said
The final step of the companies' joint research effort will be the release of
Approximately one-half of cable programming today is rated TV-14 or TV-MA.
UP is television's trusted entertainment brand dedicated to providing viewers with "feel good TV for you and your family." UP uplifts viewers every day with premiere movies, original reality, dramatic and comedy series filled with compelling stories and characters with character. In keeping with its brand promise, UP's pro-social initiative, "Uplift Someone," inspires people to do simple, everyday acts of kindness. UP is widely available on cable systems and satellite providers across the United States. Based in
The attitudinal portion of the study was conducted through an online quantitative survey of nationally representative, TV viewing, cable-plus households. A total of 2,400 respondents were recruited and randomly placed into 1 of 6 cells under the assumption that they would be evaluating a show. In each cell, respondents were exposed to a full 44 minute episode with four ad breaks consisting of four commercial spots each break. Each cell had the exact same commercial pods and order of advertisements. There were two cells for each Parental TV Rating (TV-G, TV-14, and TV-MA) and everyone within a cell was a non-avoider of the genre of the show presented. After viewing the show, respondents answered a series of questions for content ratings, brand recall, brand attributes and perceptions, advertising attitudes and advertising effectiveness.
The Nielsen Consumer Neuroscience study used medical grade,