Broccoli A Case for Television Advertising

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Broccoli A 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, - PowerPoint PPT Presentation

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<ul><li><p>Broccoli</p><p>A Case for Television Advertising</p></li><li><p>The Broccoli CampaignIn an environment of:media hyper-fragmentation,rapidly advancing technology,advertiser pressure to demonstrate results,anti-television research &amp; sentiment,the Television industry had to provide its advertising partners with renewed proof of the power of Television advertising.The Broccoli campaign was our answer</p></li><li><p>The Broccoli CampaignInsert case study video:http://www.tvb.ca/BroccoliCase/BroccoliCaseVideo.wmv</p></li><li><p>Why Broccoli?john st, (TVBs 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 testBroccoli is an un-owned product, one which we could anonymously commandeer for our testBroccoli 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</p></li><li><p>How did we do it?As a not-for-profit association, TVB could not fund a television advertising campaignThe media airtime was donated by TVB member stationsTVB paid the hard costs of commercial productionOur 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 communitys best interests to set the record straight</p></li><li><p>What did we do?The campaign had two primary measurable goals: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;To increase year-over-year sales of broccoli by 5%.Achievement of these goals would clearly demonstrate televisions ability to build brands (even as the sole medium), and should be a part of any media mix</p></li><li><p>What did we do?TVB approached this campaign as if it were a product launchAs primary grocery shoppers, W25-54 were identified as the target audiencejohn sts media agency partner recommended we support the launch with 1,500 grps over the course of the campaignThe Broccoli campaign was initially planned as a 6-week flight i.e. 250 grps per week, however due to talent issues we had to condense the campaign to 5-weeks and adjust the weight level to 300 grps per week (achieved to 275)</p></li><li><p>What did we do?The campaign ran from January 4th, 2010 to February 7th, 2010Campaign timing was determined by the greater availability of airtime in a traditionally low-demand periodWeekly GRP objectives were defined as 60% prime, with a 60/40 conventional/specialty GRP splitPrime was defined as 7-11pm for conventional stations, and 5pm-12am for specialty stations</p></li><li><p>What did we do?Unlike traditional television executions, donated airtime was 100% ROS, but consistent with established % prime and &amp; % specialty goalsTo 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 account</p><p>Ottawa (E)KingstonPeterboroughBarrieTorontoKitchenerLondonWindsorSudbury/Timmins/North Bay/SSMThunder BayOkanagan-KamloopsTerrace-KitimatPrince GeorgeDawson CreekVancouver</p></li><li><p>Programs</p><p>249021020/2030 Rock48 Hour MysteryAccess HollywoodAll My ChildrenAmerican IdolAnthony BourdainAppt with the ArtsAs The World TurnsAvonleaBernie MacBest Recipes EverBig Bang TheoryBiggest LoserBold &amp; BeautifulBonesBonnie HuntBoston Legal RotationBreakfast TelevisionBreaking PointBrothers &amp; SistersCanada AMCash CabCastleChoppedChriss AngelCitylineCold CaseComedy HourConviction KitchenCoronation StreetCowboy CountryCriminal MindsCSICSI: MiamiCSI: New YorkCurling: Hearts PrimeDaily PlanetDaily ShowDays 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 GirlGrammy 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 &amp; OrderLaw &amp; Order: SVULaw &amp; Order:CILet's Make a DealLettermanLittle House on the PrairieLook-A-LikeLostLots of daypart rotationLots of local newsLots of syndicated stripMan vs WildMarketplaceMaury PovichMedicalMediumMelrose PlaceMentalistMercyMetropiaMichael 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 &amp; PoliticsPrice Is RightPrivate PracticeProperty VirginsProvidenceRachel RayRamseyReal Housewives of AtlantaReal Housewives of New JerseyReal LifeRegis &amp; KellyRepublic of DoyleRestaurant MakeoverRevampedRez 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 &amp; Restless</p></li><li><p>The Broccoli creativeInsert commercials:http://www.tvb.ca/BroccoliCase/BroccoliCommercials.avi</p></li><li><p>The Broccoli WebsiteTo add legitimacy to the campaign, a website was created to respond to the call to action included in each commercialContent on the site was limited to static pages espousing the virtues of broccoli and offering a few recipes</p></li><li><p>The ResultsIn short,the campaign was a unequivocal success!</p></li><li><p>MeasurementPre 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 64Year-over-year sales (volume) were analyzed using AC Nielsen dataSocial media and Online were monitored using Radion 5 and Google metrics</p></li><li><p>Ad Awareness ResultsOverall advertising awareness reached an astounding 90% vastly surpassing our goal of a 20 point increase</p><p>Chart1</p><p>1665</p><p>1690</p><p>Pre Flight</p><p>Post Flight</p><p>Sheet1</p><p>Pre FlightPost Flight</p><p>Unaided Awareness1665</p><p>Aided Awareness1690</p></li><li><p>Survey ResultsTop-of-mind awareness for broccoli grew from no mentions to being the second most mentioned produce in the grocery aisle13% of respondents indicated they purchased at least one more bunch of broccoli on their latest shopping trip as compared to the pre-campaign periodIntent 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</p></li><li><p>Product Traits</p><p>Chart1</p><p>469</p><p>5171</p><p>5775</p><p>3247</p><p>2132</p><p>Pre Flight</p><p>Post Flight</p><p>Sheet1</p><p>Pre FlightPost Flight</p><p>More Nutritious469</p><p>Full of Vitamins5171</p><p>Healthy5775</p><p>Tasty3247</p><p>Versatile2132</p></li><li><p>Online/Social ResultsMentions of broccoli or miracle increased by 444%</p><p>Chart1</p><p>36196</p><p>Pre Flight</p><p>Post Flight</p><p>Sheet1</p><p>Pre FlightPost Flight</p><p>Mentions36196</p></li><li><p>Search volume was up 100%Fans of the campaign created a Facebook fan page which garnered more than 17K followersFans posted the commercials to YouTube which generated more than 30K additional viewsFans created more than 15 spoofs which were posted to YouTube and viewed more than 20K timesOnline/Social Results</p></li><li><p>Sales ResultsBest 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%</p><p>Thats an additional188,574pounds of broccoli!</p></li><li><p>To paraphrase Mark Twain:</p><p>the reports of my death have been greatly exaggerated.</p></li><li><p>Television State of the Nation</p></li><li><p>Television the current super media (Deloitte Canada, TMT 2011)Scientific proof of televisions supremacy in generating engagement and recallViewing time is as high as ever (or growing)Advertisers continue to invest in television</p></li><li><p>TV UpdateScience has proven TV advertising effectiveIn 2009 Innerscope Research conducted a Biometric study of Canadian advertising to measure the subconscious effect that it has on consumersRespiration, 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 exposedSubjects were exposed to television advertising from 24 national brands; each brand had a corresponding ad in either Newspaper, Radio, Online Video or Online DisplayTelevision advertising proved to be more engaging and generated higher recall that all other media included in the study</p></li><li><p>TV UpdateScience has proven TV advertising effective</p></li><li><p>TV UpdateTV viewing remains strong per capita weekly hours PPM</p><p>Chart1</p><p>27.681895264828.403076784</p><p>22.020803522322.3541001651</p><p>22.681471282522.0607216072</p><p>28.900267223129.7844749364</p><p>24.568784087323.8534544275</p><p>23.199448966822.8343583903</p><p>24.013218977223.9993604386</p><p>24.81672693825.3225554808</p><p>37.308618772239.0260209653</p><p>Broadcast 2009/10</p><p>Broadcast 2010/11ytd</p><p>Sheet1</p><p>Broadcast 2009/10Broadcast 2010/11ytd</p><p>Ind.2+27.728.4</p><p>C2-1122.022.4</p><p>T12-1722.722.1</p><p>A18+28.929.8</p><p>A18-2424.623.9</p><p>A18-3423.222.8</p><p>A18-4924.024.0</p><p>A25-5424.825.3</p><p>A55+37.339.0</p></li><li><p>TV UpdateRTS Fall 2010 - Multi-media time spent per capita</p><p>Chart1</p><p>21.5</p><p>18.3</p><p>17.1</p><p>1.3</p><p>0.5</p><p>0.3</p><p>Hours per week - Adults 25-54</p><p>Sheet1</p><p>Hours per week - Adults 25-54</p><p>Television21.5</p><p>Radio18.3</p><p>Online17.1</p><p>Dailies1.3</p><p>Magazines0.5</p><p>Weeklies0.3</p></li><li><p>TV UpdateCross study comparison Weekly hours Adults 25-54Source: Marketing Magazine May 17, 2010nananananananana</p><p>Chart1</p><p>221922.825.7247730562Television</p><p>21.47222222221618.510.3Radio</p><p>22.3611111111918.3Online10.6929113956</p><p>4.6666666667Dailies1.7DailiesDailies</p><p>4.41666666670.69230769230.6MagazinesMagazines</p><p>NADbank</p><p>PMB</p><p>RTS</p><p>PPM</p><p>comScore</p><p>Sheet1</p><p>NADbankPMBRTSPPMcomScore</p><p>Television22.019.022.825.7</p><p>Radio21.516.018.510.3</p><p>Online22.49.018.310.7</p><p>Dailies4.71.7</p><p>Magazines4.40.70.6</p></li><li><p>TV UpdateAdvertisers are producing more and more commercials</p><p>Chart1</p><p>47024</p><p>49838</p><p>55284</p><p>Telecaster Clearances</p><p>Sheet1</p><p>Telecaster Clearances</p><p>200847,024</p><p>200949,838</p><p>201055,284</p></li><li><p>TV UpdateTV 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</p><p>Chart1</p><p>2594.5717564323</p><p>2841.993141445</p><p>2964.2417772958</p><p>3038.1597059865</p><p>3280.0466308372</p><p>3310.2597590618</p><p>3402.9112264294</p><p>3141.5433564504</p><p>3439.782848613</p><p>988.9614240044</p><p>1059.9967990936</p><p>$Millions</p><p>Sheet1</p><p>$Millions</p><p>20022,595</p><p>20032,842</p><p>20042,964</p><p>20053,038</p><p>20063,280</p><p>20073,310</p><p>20083,403</p><p>20093,142</p><p>20103,440</p><p>2010ytd989</p><p>2011ytd1,060</p></li><li><p>Thank you!(www.tvb.ca)</p></li></ul>