Una radiografía para entender el impacto de la publicidad desde el punto de vista de la inversión y la efectividad y con datos por edades, idioma, marcas... (en inglés)

1. STATE
OF THE
MEDIA
TRENDS IN
ADVERTISING
SPEND AND
EFFECTIVENESS
June 2011

2. Advertising Effectiveness
SPOTLIGHT: Super Bowl XLV
State of the Media: While Super Bowl ads require a substantial
investment from advertisers, they get a
measurable bump from their prominent
Nielsen found that Super Bowl ads
including social media tags (directing
Cost of a :30 commercial—2011
viewers to a link on Facebook, Twitter, Average for
Trends in Advertising Spend and Effectiveness placement. Viewers certainly perked up
for Super Bowl commercials this year; on
YouTube, etc.) were more memorable
for viewers. These findings illustrate the
Q1 Primetime
$97,075
average, ads that aired during the Super benefits of using TV advertising to drive
As consumer choice and media fragmentation continue to grow, advertising effectiveness increasingly depends on reaching the right Bowl were 58 percent more memorable consumers to a brand’s online presence; Academy
consumer, with the right message, in the right time and place—and being able to understand the direct sales impact of those efforts. than all commercials airing during regular successful brands are breaking though the Awards
programming in the first quarter of 2011. clutter and more effectively utilizing the $1,368,400
Nielsen delivers a comprehensive understanding of advertising’s impact by tracking the full spectrum of advertising spend and Brand awareness for commercials airing wide range of options through which they
performance. Nielsen has prepared this fact sheet to provide a high-level snapshot of advertising spend, effectiveness trends and during the Super Bowl was up to 275 can communicate with consumers. Super Bowl
the latest insights on branded entertainment. percent higher than awareness for the
same creative during regular programming.
The Super Bowl remains the premier
advertising event, commanding over
$2,948,649
Among the top 10 Most Recalled ads, the Grammy
$2.9 million for a :30 second spot. Other Awards
Doritos ad where a pug knocks down a
special events, such as the Academy
Advertising Expenditure screen door to get snack chips experienced
207 percent impact in memorability for the
Awards ($1.4 million for a :30) and the
$620,900
• Television advertising surpassed Grammys ($621,000 for a :30) also
Top Advertisers (Q1 2011) Top 5 Ethnic Advertisers Super Bowl airing versus its performance Source: Nielsen
$
$18 billion in the first quarter of 2011, exceed the primetime average of $97,000.
during regular programming.
growing almost nine percent versus African American Advertisers
Procter & Gamble 1 Procter & Gamble
the same period in 2010. Radio and Super Bowl Bump: Brand Impact on Top 10 Most Remembered Ads
2 L’Oreal
Super Bowl Ads with Social
Magazines also saw higher spend levels AT&T
Media Tags
than last year, increasing between 3 McDonald’s Recall Brand Ad Description Recall Super Bowl
six and seven percent. Newspapers, General Motors
Rank Index Impact
however, saw a 10 percent drop. 4 Johnson & Johnson
Toyota 1. Doritos Pug knocks down door (:30) 179 207%
5 National Amusement
• Procter & Gamble was the top advertiser 2. Budweiser Cowboy in Western saloon (:60) 166 203%
Ford
in the first quarter. It also invested the
Spanish Language Advertisers 3. Doritos Man licks cheese crumbs off of coworker’s fingers 159 161%
most in advertising to Hispanics and
African Americans. General Motors,
Comcast 1 Procter & Gamble (:30) Brand Recall
2 AT&T 4. Pepsi Pepsi Max - Couple on first date (:30) 153 115%
Toyota and Verizon also were top UAW Health Care Trust
advertisers with a strong advertising 3 DIRECTV 5. Pepsi Pepsi Max - Soda cans shoot out of cooler (:30) 150 N/A
presence among both ethnic groups. Pfizer
4 McDonald’s 6. Snickers Richard Lewis and Roseanne Barr complain while 149 199%
• Automotives was the leading product
category in 2010, with 22 percent
Verizon
5 Deutsche Telekom 7. Doritos
working (:30)
Housesitter brings grandpa back to life (:30) 148 145%
Brand Recall was 33% higher
Honda for SuperBowl ads with a social
growth over 2009. This momentum Source: Nielsen 8. NFL TV dips montage (:60) 147 N/A media-tag than those without them.
continued into the first quarter of 2011, Source: Nielsen 9. GoDaddy. GoDaddy.com - New spokesperson Joan Rivers (:30) 146 N/A
as Automotive companies were top com Likeability, however, was
Ad Spend (Q1 2011)
advertising spenders and saw the most
dollar growth in TV advertising (+$526 Top 5 Product Categories (Q1 2011) $ in millions
10. Budweiser Bud Light - Kitchen redesigned with a bucket of beer
(:30)
145 163% relatively consistent— 3% higher.
$
MM) vs. the same period in 2010.
$18,771
$ in millions Source: Nielsen, 1/1/11 – 3/31/11. The Recall score is the percentage of viewers who can recall the brand of an ad Source: Nielsen
they were exposed to during the normal course of viewing the Super Bowl. These scores are then indexed against
Top 5 Product Categories
$2,747 Automotives TV (+9% vs. Q1 2010)
the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of
179, the Doritos “Pug” ad was 79% better-recalled than the average Super Bowl spot. The Super Bowl Impact
%
Score is the percentage increase in Brand Recall for the original Super Bowl airing versus all other airings in the
Percent changes 2010 vs. 2009 $1,110 Quick Service Restaurants quarter. For example, Brand Recall for the top ranked Doritos “Pug” ad performed 207% higher in the original
Super Bowl airing than the average for all other airings.
+22 Automotives $1,052 Pharmaceuticals
Radio
-7 Pharmaceuticals $938 Wireless Telephone Services $1,550 (+6% vs. Q1 2010)
+5 Motion Pictures $917 Motion Pictures Magazines Ads that aired during the Super Bowl were 58%
+5 Dealerships Source: Nielsen
$3,516 (+7% vs. Q1 2010)
Newspapers
more memorable than all commercials airing during
+32 Financial Investment Services $2,847 (-10 % vs. Q1 2010) regular programming in the first quarter of 2011
Source: Nielsen Source: Nielsen
2 3

3. Mobile Advertising Reaction to Mobile Advertising by Age Group Trust in Advertising
Mobile advertising is increasingly finding In a Nielsen survey on consumers’ attitudes toward different types of advertising, 76 percent of US internet consumers said they most
its way into mobile apps, with teenagers trusted recommendations from personal acquaintances, while 49 percent trusted consumer opinions posted online. Those two forms of
being much more receptive than their elders. Ages 55+ 1% 27% 72% “earned” advertising were also cited as the most relevant to consumers when they are looking for information on products they need and
58 percent of teens say they “always” or want. Forty percent of respondents also ranked “emails I signed up for” as one of the top three most trustworthy forms of advertising.
“sometimes” look at mobile ads. In general,
men of all ages are more receptive to mobile Ages 35-44 7% 35% 58%
ads than women. Only 37 percent of men say To what extent do you trust the following forms of advertising?
they are not at all likely to respond to an ad
Ages 25-34 8% 35% 57%
on a mobile device, compared to 44 percent
of women. Recommendations from people I know Editorial content such as a newspaper article Ads on TV
7%
Approximately one-in-five apps users say
they have used a search engine or looked
Ages 18-24 6% 40% 54% 58% 21%
2% 3% 34% 4% 3% 26%
19%
18% 1% 11%
elsewhere online for more information after 49% 45%
viewing a mobile advertisement or told Ages 13-17 13% 45% 42%
someone about the advertised product or
Consumer opinions posted online Brand websites Ads in radio
service. Seventeen percent have forwarded
I always look at it I sometimes look at it I never look at it
a link or video to others and 10 percent have
4% 4% 4% 3% 6%
recommended an advertised product or 38% 2% 49% 24% 51%
service. Sixteen percent have used a coupon
Source: Nielsen, 9/10 10% 11% 16%
and 14 percent have entered a contest 45% 31%
or sweepstakes.
Most Remembered Ads Among African-Americans Emails I signed up for Ads in newspapers Ads in magazines
Rank Brand Ad Description Recall Index
Multicultural Advertising 4% 6% 6%
3% 2% 3% 52%
In an age of increasing cultural diversity
1. M&M’s Pretzel - Candy complains about pretzel being put inside
him; pretzel isn’t thrilled either (:30)
229
46% 12%
and ethnic growth, advertising that speaks 2. McDonald’s Real Fruit Smoothie - Smoothie contains real 209 36% 28% 46% 17% 22% 17%
to different identities has become a vital strawberries, blackberries, blueberries, and bananas (:15)
component of any effective marketing 3. M&M’s Pretzel - Candy complains about pretzel being put inside 206
plan. It is incumbent on marketers to him; pretzel isn’t thrilled either (:15) Ads served in search engine results Products shown embedded in TV Ads on mobile devices
understand these differences in order to Most Remembered Ads Among Hispanics 2% 7% 2% 53%
successfully engage consumers. Nielsen
Rank Brand Ad Description Recall Index 19%
52% 11%
2%
22%
examined the most memorable ads among 19% 15% 18% 11% 50% 15%
African-Americans, Hispanics, and Asians; 1. Yoplait Save Lids to Save Lives - Company donates ten cents for 250
every lid it received to breast cancer foundation (:15)
while there were some similarities across
ethnic groups, such as the M&M’s ad for the 2. Snickers Peanut Butter Squared - Sharks decide which human 200 Online video ads Online banner ads Ads on social networks
tasted better (:15)
new Pretzel variety, each group otherwise
3. Nationwide Vanishing Deductible - Boulder hanging over woman’s 198
recalled a different assortment of brands. 2% 2%
head shrinks into a pebble (:30)
17% 52% 2%
14% 23% 13% 48% 13%
Most Remembered Ads Among Asians-Americans 20% 9% 11% 24%
51%
Rank Brand Ad Description Recall Index
Only new ad executions considered, airing weeks of 1. M&M’s Pretzel - Candy complains about pretzel being put inside 235
June 1, 2010 - May 20, 2011. The Recall Score is the him; pretzel isn’t thrilled either (:30) Trust Completely Trust Somewhat Neither Trust nor Distrust Don't Trust Much Don't Trust At All
percentage of TV viewers who can recall within 24
hours the brand of an ad they were exposed to during 2. M&M’s Pretzel - Candy complains about pretzel being put inside 234 Nielsen, Global Online Survey, Q1 2011
the normal course of viewing TV. These scores are him; pretzel isn’t thrilled either (:15)
then indexed against the mean score for all new ads 3. Kay Leo Diamond - Men propose to women in different 193
during the period (Recall Index). 100 equals average. Jewelers languages but all present the same ring (:30)
For example, with a recall index of 235 the top ranked
M&M’s ad has proven to be 2.35 times as memorable Source: Nielsen, 06/01/10 - 05/20/11
as the average new commercial among Asians during
the measured time period.
4 5

4. 3 The Event (NBC)
Drama/Adventure
4 Life Unexpected (CW)*
Drama/Adventure
5 Rules of Engagement (CBS)
Situation Comedy
Program Engagement Top 5 Most Remembered Top 5 Product Placement Brands
During the 2010-2011 television season, The Female • Nielsen found that across 12 broadcast
Product Placements (Q1 2011) (Q1 2011) Across 12 broadcast
and major cable
Reality Programming
1 1
Event emerged as a highly engaging show and major cable networks in primetime, by Brand, Category and Total # Occurrences by Brand, Network and Total # O
1 Desperate Housewives (ABC)
among all demographic groups, excluding there were 5,381 major product 1 Sears on Survivor:
Drama/Adventure
Coca-Cola187 American Idol 3
Latinos. Desperate Housewives, in addition
to engaging Millennials, also held the
2 Raising Hope (FOX) placements in 2010, up from 4,401 in
2006 (+22%).
Redemption Island (CBS)
Beverage networks in FOX
Situation Comedy 2 Norwegian Cruise Lines on
2 2
attention of a wide range of demographics,
3 The Event (NBC) • Reality shows dominated broadcast Undercover Boss (CBS) primetime, there
Chevrolet 133
including females, Caucasians, African-
were 5,381 The Biggest Lose
Drama/Adventure and cable with the most placement 3 Kellogg’s Frosted Flakes on
Americans and viewers of all ages. While
4 The Amazing Race 17 (CBS) occurrences in the first quarter of Minute to Win It (NBC) Autos NBC
Dramas have traditionally been more likely
Reality 2011, accounting for over half of all major product
3 34,401
to engage viewers, compelling Realities and 4 Chipotle on
5 Parenthood (NBC) placements. While consumers can better
Sitcoms can also hold attention. Raising
Hope, Rules of Engagement and The Amazing
Drama/Adventure remember the brands of placements
5
America’s Next Restaurant (NBC)
Qantas Airlines on
AT&T 87 placements in
Extreme Makeov
Race 17 were top shows that resonated with
during Sitcoms, placements in Reality Telecommunications Home Ed
programs are the most effective at The Amazing Race: 2010 up from A
4 4
many viewer groups as well. Branded Entertainment Unfinished Business (CBS)
While technology advancements and
positively impacting viewer opinion of
the integrated brand. Everlast 85 (+22%)
in 2006 The Celebrity 12
Most Engaging Programs time-shifted viewing have changed the
Long-term sponsorships and multiple
Drama/Sitcom Programming Apparel Apprenti
2010-2011 TV Season scope of the advertising marketplace, 1 Ferrari on NBC
5
visual and verbal placements per episode
5
television has been the most successful Castle (ABC)
Top 5 Most Engaging Overall (Total 13+) medium for marketers over the last 50
translate into more effectively branded
Apple 76 America’s Next 1
years. Through branded entertainment,
placements. When traditional ads are used 2 Subway on Computer Hardware * Prime time entertainment programming on 5
1 The Event (NBC) in addition to branded entertainment, this Chuck (NBC) broadcast networks (ABC, CBS, CW, FOX, and Top Mod
Drama/Adventure advertisers have been able to successfully NBC); first-run episodes only included. The total CW
significantly increases viewers’ abilities to
2 Desperate Housewives (ABC) connect with viewers and stand out in a 3 V8 on # of occurrences now reflect the number of show
remember brands. Source: Nielsen segments in which a brand placement appears.
Drama/Adventure cluttered marketplace. Despite increases in Two and a Half Men (CBS)
3 The Amazing Race 17 (CBS) the number of product placements, Nielsen In an analysis of in-program performance 4 Scrabble Games on The Nielsen Top 10 Most Recalled In-Program
Reality found that brand memorability increased data from 2009-2010, Nielsen compiled Desperate Housewives (ABC) Top 5 Product Placement Shows
Placements focuses on brand/product placements
occurring in scripted and reality programming on the
over time without having a negative impact some in-program branded entertainment
4 Raising Hope (FOX)
best practices: 5 Mentos on (Q1 2011) broadcast networks during the Jan 1 – March 31 period.
The Recall Score is the percentage of television viewers
Situation Comedy on the perceived fit of placements or viewer
Two and a Half Men (CBS) who can recall within 24 hours the brand/ product of
1 1
opinion of the brands. by Brand, Category and Total # Occurrences by Brand, Network and Total # Occurrences an In-Program placement they were exposed to during
5 Rules of Engagement (CBS) the normal course of viewing television. Note: For this
Situation Comedy
Coca-Cola187 American Idol 354 analysis, In-Program placements were only considered
if the occurrence had visual elements (i.e., was “seen”
Creative Attributes Associated With Higher Impact Integrations Beverage Nielsen
About
FOX on-screen) or both visual and auditory elements (i.e.,
was both “seen” and “mentioned”). Only first-run
Top 5 Most Engaging by Key Demo
2 2
Nielsen Holdings N.V. (NYSE: NLSN) is episodes were considered. Both planned and incidental
Male a global information and measurement exposures were included.
1 Men of a Certain Age (TNT)* Chevrolet 133
company with leading market positions The Biggest Loser 238
Drama/Adventure Physical contact and Autos marketing and consumer information,
in NBC
3 3
2 Royal Pains (USA)* Extend the time the brand product usage television and other media measurement,
Drama/Adventure Character interaction online intelligence, mobile measurement,
87
is shown on-screen
Extreme Makeover:147
Verbally mention the
3 The Event (NBC) brand/product The value of more with a product helps put AT&T trade shows and related properties. Nielsen
Drama/Adventure Multiple mentions are extensive screen time is viewers’ focus on the Telecommunications
has a presence in approximately 100 Home Edition
even greater for shown- brand ABC
4 4
4 Life Unexpected (CW)* more impactful than countries, with headquarters in New York,
single mentions only placements USA and Diemen, the Netherlands.
5
Drama/Adventure
Rules of Engagement (CBS)
85
Everlast For more information, please visit The Celebrity 127
Situation Comedy Apparelwww.nielsen.com. Apprentice
Brand/product name and NBC
5 5
Multiple exposures per logo clarity
Female episode
Embedded placements
Placements in which the Apple 76 America’s Next 103
1 Desperate Housewives (ABC)
Program Engagement measures viewer attention to TV perform better than
brand’s name or logo Computer Hardware Top Model
Drama/Adventure is completely visible
episode content. Includes regularly-airing primetime
series with at least ten telecasts. Data based on the time
single-occurrence outperform those in which
CW
2 Raising Hope (FOX) persons and varying
period 9/1/10 – 5/06/11 among
exposures the brand name or logo are Source: Nielsen
Situation Comedy
demographics 13+. partially obscured
3 The Event (NBC)
*Small average episode sample size, but measurable
Drama/Adventure
cumulative sample size.
4 The Amazing Race 17 (CBS)
Reality
5 Parenthood (NBC)
Drama/Adventure
6 7

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