TV

Intent and Impact: A New Measurement for DEI

Intent and Impact: A New Measurement for DEI

James Ambalathukal – Director, Strategy & Insights, Magid

Mike Bloxham – EVP, Global Media & Entertainment, Magid

Mike Bloxham and James Ambalathukal of Magid partnered with twelve networks and streaming services in a study to identify factors of cultural authenticity in drama, comedy and unscripted programs. With research into the creative elements that resonate with diverse populations from qualitative studies and online surveys, Mike and James described the importance of authenticity in how audiences relate to emotional content, how they see themselves in the content and ultimately, how they perceive the content itself. The various levels of signals that diverse audiences assess as good or bad representation include storytelling components and physical production elements, which help separate out what drives positive and negative perceptions of these shows for actionable results. Key takeaways:
  • There are different levels of expectations with different genres. Sitcoms and reality content without representation can connect to audiences if relatable character journeys and storylines are present. Projecting family and community values goes far. In dramas, applying specificity and non-verbal cultural details on the set or in a character, like authentic hair and wardrobe, even if not part of the narrative, is a driver of authentic representation. Other kinds of content like adult animated shows, news programming and sports are not viewed through a DEI lens.
  • Marginalized communities value representation but don’t want to be reduced to just the racial and ethnic parts of their identity.
  • Effective representation is strongly connected to perceptions of authenticity.
  • Authenticity isn’t just a preference; it has real impact on content engagement.
  • Story elements influencing perceptions of authenticity share similarities and differences across various cohorts.

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Forecasting & Optimizing Reach in a PII Compliant Measurement Ecosystem

Forecasting & Optimizing Reach in a PII Compliant Measurement Ecosystem

Spencer Lambert – VP, Product & Partnership Success, datafuelX

Matthew Weinman – Sr. Director, Advanced Advertising Product Management, TelevisaUnivision

Reach and frequency planning requires access to unique viewership data, which has become increasingly restricted due to identity restrictions. However, challenges exist with panel-only measurement, including the undercounting of Hispanic and Spanish language coverage, stated Matthew Weinman (TelevisaUnivision). Panel data undercounts Hispanics audiences by upwards of 20%, even for broad demographics. The benefits of big data exist across audience planning, viewership measurement and outcomes. Excessive frequency can be limited while maintaining or expanding reach, as well as improving ROAS. However, there are barriers to working with big data, including PII compliance. Additionally, the size and scale of big data leads to lengthy ID forecast times and computing costs. Spencer Lambert (datafuelX) presented details of their approach to ID-level forecasting which included their reach and frequency clustering methodology. Key takeaways:
  • Advantages of clustering methodology over identity methodology for reach and frequency:
  • Efficiency and accuracy: Delivers comparable accuracy metrics
  • Lower error rates: Seven percent for cluster reach forecasts vs. 20% error rate on identity-scaled reach forecasts
  • Cross-platform reach and frequency: By scaling cluster assignments to digital IDs, this methodology can empower cross-platform management and optimization
  • Lower compute time and costs
  • PII compliant: Preserves the use of identity-level planning

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Mapping the Impact: When, How and Why TV Commercials Work Best

Mapping the Impact: When, How and Why TV Commercials Work Best

Jeff Bander – President, eye square

Sandra Schümann – Senior Advertising Researcher, RTL Data & Screenforce

Marvin Vogt – Senior Research Consultant, eye square

Screenforce conducted a series of studies beginning in 2020, examining reach, success, mapping moods and impact in relation to attention. They mapped the impact by investigating when does which type of communication work best and why? There were 8,304 ad contacts in-home, 285 participants in a natural way (living rooms). They also examined 64 brands in three countries. The largest media ethnographic study in Europe examined usage situations and scenarios. There were four different scenarios: 1) Busy Day scenario (2-6PM Mon-Fri, people are distracted and focused on other things), 2) Work is Done (after 6PM, first lower part of concentration, seeking for better mood), 3) Quality Time (8-10PM, prime time, high activation of quality time, “Super Bowl moment,” high focus on screen), 4) Dreaming Away (10PM-1AM, typically alone, before sleep, dreamlike situation). Each of the 64 ads was tested in all four scenarios. The study included a technical objective criteria, subjective feeling and creative approaches. Eye square found a way where no additional material is needed other than an instruction book, webcam and GSR. Key findings:
  1. Visual attention is highest at late night (86%). Recall for ads works best in evening (75% Quality Time and Dreaming Away). However, advertising is shown to fit better earlier in the day.
  2. Characteristics per scenario: spot liking rises when using brand jingle (audio) in Busy Day scenario. This is because during the Busy Day scenario people are distracted and the jingle can help retain their focus.
  3. On a Busy Day, use strong brands with strong branding. When work is done, use ads to create a good mood. During Quality Time, it’s time for the big stories. During Dreaming Away, less is more.
  4. In sum, it is possible to find out which scenario works best for the spot and optimize the ads and find the best possible time and spot to air the ad.
Key takeaways:
  • TV ads have a strong effect, but there are ways to improve this impact.
  • Usage scenarios of audience has impact on ad effectiveness.
  • TVs can achieve a higher effect if they take the usage scenario into account.

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Optimizing Big Data + Panel Measurement Through Calibration

Optimizing Big Data + Panel Measurement Through Calibration

David Kurzynski – SVP, Data Science, Nielsen

Kyle Poppie – VP, Data Science, Nielsen

It is challenging to measure the smaller audiences of local TV and measurement challenges include false zero audience metrics and instability. Kyle Poppie (Nielsen) reviewed the evolution of local TV measurement, and this presentation demonstrated how Nielsen’s approach enables accurate measurement. Calibrating big data to a probabilistic panel controls for biases in the big data population that cannot be accounted for by weighting alone. The panel provides accurate and unbiased measurement at aggregate levels while big data provides greater coverage of granular behavior. An example demonstrated how the calibration of panel data and big data resulted in a more accurate weighted audience size. David Kurzynski (Nielsen) presented a case study that applied calibration to live data from a secondary station in New York. The improved result included fewer zero ratings and smoother trends. Key takeaways:
  • The goal of calibration is to achieve local TV measurement that provides accuracy and stability for audience levels and audience flows.
  • Both big data and panel data are critical as inputs to calibration to achieve these goals. Audience levels are informed by both big data and panel homes, and audience flows are influenced by big data.
  • Relative and total errors decrease as a result of calibration compared to panel-only currency.

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Sonic Branding is Back

  • Posted: February 14, 2024

The use of specific sounds, audio cues and music for branding is nothing new — it has been employed since radio became a mass medium. But as many marketers are rediscovering, sonic branding researchers are exploring best practices for today’s media environment.

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AI Facilitates Product Placements

  • Posted: February 14, 2024

AI makes it easy to place products into video content and make those digital insertions look more realistic than ever. This is likely to further increase product placements – a good reason to revisit the research that provides insights on how to make them effective.

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Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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Three Little Words

  • Posted: February 1, 2024

How would you describe a show or movie in three words? Netflix does. And according to a New York Times article, that is one of the drivers of the streamer’s success. Read more »

How Viewers are Changing

  • Posted: February 1, 2024

A new LA Media Research Council event featured insights from 2023 research, new studies on changes in behaviors and discussions about 2024 priorities. Read more »

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