Study: Despite Selfie, Samsung Was Not the Most Effective Advertiser During the Oscars

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Video intelligence company BrandAds today shared results of its Oscars Ad Effectiveness Study where the company surveyed 38,369 participants to determine the effectiveness of airing ads during the TV broadcast of the 86th Academy Awards.

The study reveals that American Express was the most effective of all the brands that advertised during the show based on a 61.74 percent increase in consumers’ likelihood to purchase one of their products. Sprint and Lunesta followed closely behind with 50.67 percent and 48.35 percent increases, respectively. And, shocker, Cadillac is in the top 5.

Of the study, BrandAds CEO Avi Brown said, “With an average of 40.3 million viewers tuning in last year, demand for advertising inventory during the Oscars was at an all-time high this year, causing ad prices to reach record prices. The cost for a thirty-second spot is rumored to have run brands a lofty $1.8 to $1.9 million dollars, and our intention was to scientifically answer the age old question, ‘Is it worth it?’. The BrandAds Oscars Ad Effectiveness Study shows that the investment was absolutely worth the money – for some brands more than others.”

The five most effective Oscars advertisers for 2014 based on increase in likelihood to purchase are:

1. American Express (61.74 percent)

2. Sprint (50.67 percent)

3. Lunesta (48.35 percent)

4. Cadillac (47.22 percent)

5. Chevrolet (44.21 percent)

Additional findings from the survey include:

– While extremely successful on social media, Samsung only ranked 18th in effectiveness 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.

The full results from the study can be found here.

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Steve Hall

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