BroccoliA Case for Television Advertising

The Broccoli Campaign

In an environment of:

media hyper-fragmentation,

rapidly advancing technology,

advertiser pressure to demonstrate results,

anti-television research & sentiment,

the Television industry had to provide it’s advertising

partners with renewed proof of the power of Television

advertising.

The Broccoli campaign was our answer…

The Broccoli Campaign

Insert case study video:

http://www.tvb.ca/BroccoliCase/BroccoliCaseVideo.wmv

Why Broccoli?• john st, (TVB’s creative partner) recommended an actual case study

as the best way to prove the power of TV

• Broccoli was an unadvertised product – perfect for an advertising effectiveness test

• Broccoli is an “un-owned” product, one which we could anonymously commandeer for our test

• Broccoli had little to no top-of-mind advertising awareness, is a generally disliked product, but being a highly nutritious food, would be beneficial to Canadians as an advertising message

How did we do it?

• As a not-for-profit association, TVB could not fund a television advertising campaign

• The media airtime was donated by TVB member stations

• TVB paid the hard costs of commercial production

• Our creative agency and their production partners provided their services pro-bono because they believe in the power of television advertising and agreed that it was in the advertising community’s best interests to “set the record straight”

What did we do?

• The campaign had two primary measurable goals:

1. To prove that television could make a “mundane” product such as broccoli relevant by raising top-of-mind ad awareness by 20 points and intent to purchase by 10 points;

2. To increase year-over-year sales of broccoli by 5%.

• Achievement of these goals would clearly demonstrate television’s ability to build brands (even as the sole medium), and should be a part of any media mix

What did we do?

• TVB approached this campaign as if it were a product launch

• As primary grocery shoppers, W25-54 were identified as the target audience

• john st’s media agency partner recommended we support the launch with 1,500 grp’s over the course of the campaign

• The Broccoli campaign was initially planned as a 6-week flight i.e. 250 grp’s per week, however due to talent issues we had to condense the campaign to 5-weeks and adjust the weight level to 300 grp’s per week (achieved to 275)

What did we do?

• The campaign ran from January 4th, 2010 to February 7th, 2010

• Campaign timing was determined by the greater availability of airtime in a traditionally low-demand period

• Weekly GRP objectives were defined as 60% prime, with a 60/40 conventional/specialty GRP split

• Prime was defined as 7-11pm for conventional stations, and 5pm-12am for specialty stations

What did we do?

• Unlike traditional television executions, donated airtime was 100% ROS, but consistent with established % prime and & % specialty goals

• To manage the GRP tracking task, the target markets were limited to Ontario and B.C.

• Every EM in both provinces was part of the campaign, and individual market objectives took spill into accountOttawa (E)Kingston

PeterboroughBarrie

Toronto

KitchenerLondonWindsor

Sudbury/Timmins/North Bay/SSM

Thunder Bay

Okanagan-KamloopsTerrace-KitimatPrince GeorgeDawson Creek

Vancouver

Programs249021020/2030 Rock48 Hour MysteryAccess HollywoodAll My ChildrenAmerican IdolAnthony BourdainAppt with the ArtsAs The World TurnsAvonleaBernie MacBest Recipes EverBig Bang TheoryBiggest LoserBold & BeautifulBonesBonnie HuntBoston Legal RotationBreakfast TelevisionBreaking PointBrothers & SistersCanada AMCash CabCastleChoppedChriss AngelCitylineCold CaseComedy HourConviction KitchenCoronation StreetCowboy CountryCriminal MindsCSICSI: MiamiCSI: New YorkCurling: Hearts PrimeDaily PlanetDaily Show

Days of Our LivesDeath To Town - Kids in HallDeep Space NineDegrassiDegrassi: Next GenerationDesigned to SellDesperate HousewivesDestroyed In SecondsDharma and GregDirty JobsDisney/CBC MovieDoctorsDollhouseDr. OZDr. PhilDr. QuinnDragon's DenEllenEnd LeashEntertainment TonightERET CanadaEveryone Hates ChrisExtreme CuisineExtreme Makeover HomeFamily GuyFashion TelevisionFifth EstateFlashforwardFlashpointFootball: US CollegeFrasierFriendsGeneral HospitalGhost HuntersGhost WhispererGleeGolden Globe AwardsGood WifeGossip Girl

Grammy AwardsGrey's AnatomyHeartlandHolmes on HomesHome ImprovementHourHouseHouse HuntersHow I Met Your MotherIn The KitchenInner SpaceInside the Actors StudioInsiderInterventionJamie OliverJay LenoJeopardyJudge Joe BrownJudge JudyKing of QueensKitchen NightLast 10lbsLaw & OrderLaw & Order: SVULaw & Order:CILet's Make a DealLettermanLittle House on the PrairieLook-A-LikeLostLots of daypart rotationLots of local newsLots of syndicated stripMan vs WildMarketplaceMaury PovichMedicalMediumMelrose PlaceMentalist

MercyMetropiaMichael CorenMonkMurder She WroteMurdoch MysteriesMyth BustersNationalNature of ThingsNCISNCIS: LANewlywedNHLNo Snooze TuesdaysNo Way! It's ThursdayNumb3rsO.C.OfficeOld ChristineOne Life to LiveOprahParty MamasPassionate EyePeople's Choice AwardsPlanet EarthPokerPower & PoliticsPrice Is RightPrivate PracticeProperty VirginsProvidenceRachel RayRamseyReal Housewives of AtlantaReal Housewives of New JerseyReal LifeRegis & KellyRepublic of DoyleRestaurant MakeoverRevamped

Rez BluezRicardoSanctuarySeven-2-eightShimmySimpsonsSmallvilleSNL: Weekend UpdateSo You Think You Can DanceStar Trek: EnterpriseStar Trek: NGStargate AtlantisStargate SG 1Sue Thomas F.B. EyeSupernannySupernaturalSurvivorTennis: Australian OpenThe WaltonsThis Hour Has 22 MinutesThrowdownTil Debt Do Us PartTMZTonight Show Top ChefTorry and DeanTraumaTravelling ChefTudorsTwo and a Half MenTyraVampire DiariesVerminatorsViewWedding SOSWeight LossWheel of FortuneWithout a TraceX WeightedYoung & Restless

The Broccoli creative…

Insert commercials:

http://www.tvb.ca/BroccoliCase/BroccoliCommercials.avi

The Broccoli Website

• To add legitimacy to the campaign, a website was created to respond to the call to action included in each commercial

• Content on the site was limited to static pages espousing the virtues of broccoli and offering a few recipes

The Results

In short,

the campaign was a unequivocal success!

Measurement

• Pre and Post flight surveys were conducted by Ipsos Reid in October 2009 and February 2010; the sample base was 1,636 adults between the ages of 18 and 64

• Year-over-year sales (volume) were analyzed using AC Nielsen data

• Social media and Online were monitored using Radion 5 and Google metrics

Ad Awareness Results

• Overall advertising awareness reached an astounding 90% vastly surpassing our goal of a 20 point increase

Survey Results

• Top-of-mind awareness for broccoli grew from no mentions to being the second most mentioned produce in the grocery aisle

• 13% of respondents indicated they purchased at least one more bunch of broccoli on their latest shopping trip as compared to the pre-campaign period

• Intent to purchase at least one more bunch of broccoli increased by 13 points compared to the pre-campaign period which surpassed our intent to purchase goal of a 10 point increase

Product Traits

Online/Social Results

• Mentions of “broccoli” or “miracle” increased by 444%

• Search volume was up 100%

• Fans of the campaign created a Facebook fan page which garnered more than 17K followers

• Fans posted the commercials to YouTube which generated more than 30K additional views

• Fans created more than 15 spoofs which were posted to YouTube and viewed more than 20K times

Online/Social Results

Sales Results

• Best of all, according to AC Nielsen the volume of broccoli sold in Ontario and B.C. increased 8% in same period year-over-year sales surpassing our goal of 5%

That’s an additional188,574

pounds of broccoli!

To paraphrase Mark Twain:

“the reports of my death have been greatly

exaggerated.”

Television State of the Nation

“Television …the current super media” (Deloitte Canada, TMT

2011)

Scientific proof of television’s supremacy in generating engagement and recall

Viewing time is as high as ever (or growing)

Advertisers continue to invest in television

TV Update

• Science has proven TV advertising effective

– In 2009 Innerscope Research conducted a Biometric study of Canadian advertising to measure the subconscious effect that it has on consumers

– Respiration, heart rate, skin conductance and movement were measured along with eye tracking to determine how engaged subjects were with the advertising to which they were exposed

– Subjects were exposed to television advertising from 24 national brands; each brand had a corresponding ad in either Newspaper, Radio, Online Video or Online Display

– Television advertising proved to be more engaging and generated higher recall that all other media included in the study

TV Update

• Science has proven TV advertising effective

TV Update

• TV viewing remains strong – per capita weekly hours PPM

TV Update

• RTS Fall 2010 - Multi-media “time spent” per capita

TV Update

• Cross study comparison – Weekly hours Adults 25-54

Source: Marketing Magazine May 17, 2010

na na na nana nanana

TV Update

• Advertisers are producing more and more commercials

TV Update

• TV ad revenues have rebounded following the recession

+9.5%+4.3% +2.5%

+8.0% +0.9%+2.8%

-7.7%

+9.5%

+7.2%

Source: TVB TSS Report

Thank you!(www.tvb.ca)