And the Oscar goes to…all the successful marketing campaigns tied to the 2015 Academy Awards last weekend! While the Super Bowl had brands spending megabucks to get their messages in front the year’s biggest TV audience earlier this month, the Oscars broadcast this past weekend had marketers competing for a slightly smaller audience, but a different demographic (some refer to the Academy Awards as the Super Bowl for women).
According to Extreme Reach‘s 2015 Oscars Brand Effectiveness Study, the average ad effectiveness for all brands at the 2015 Oscars was +19.0%. This is considerably higher than the overall score Extreme Reach saw for brands in its recent Super Bowl study, which was +6.8%. No brands experienced negative brand lift at this year’s Oscars, according to the study.
Extreme Reach found that male consumers saw a higher increase in likelihood to purchase advertised products
(+23.37%) than females (+16.02%), which was the opposite of last year’s Oscars study.
AMEX and Diet Coke also fared well, as American Express (+30.5%) was the top performer in the Financial Services sector and Diet Coke was the top brand in the F&B sector (+24.4%)
Samsung had four of the top 10 most effective brands, measured by percentage increase in likelihood to purchase, according to Extreme Reach, with the Samsung Galaxy Tab S scoring the highest of all brands at +32.9%.
Here’s a roundup of some of the other successful campaigns brands were running in association with the Oscars:
- Digiday took a look at successful real-time marketing during the Oscars, and which brands came out on top on Sunday. Dove’s #SpeakBeautiful hashtag focused on how women sent over 5 million negative tweets about beauty and body image last year. The #SpeakBeautiful hashtag had 14,000 mentions on Twitter leading up to the Oscars.
- This report from dotrising.com digs into why brands advertisers paid more to reach the low 34.6m TV audience of the Oscars than the 114m strong Super Bowl viewership. To advertise during the Academy Awards, brands paid ABC $1.95m per 30 second slot – working out to 22.6 viewers-per-ad dollar compared with the Super Bowl’s 25.4 viewers.
- Lego was a big winner at the Oscars, even though “The Lego Movie” didn’t take home any golden statues. The Wall Street Journal reports that Lego was the leading brand across social media during the Oscars, mentioned almost 50,000 times, with 45% of statements positive and 14% negative.
- Media Life Magazine asked Extreme Reach vice president and digital evangelist Ryan Pamplin about ad effectiveness for the Academy Awards and the difference between the Oscars and the Super Bowl.
- The top five most-mentioned brands during the 2015 Oscars are covered here by marketing-interactive.com. Lego and Dove were big winners, as was Coca-Cola, which ran ads for both regular and Diet Coke and posted shortened versions of its new “A Generous World” ad on Facebook to coincide with the awards broadcast. Coca-Cola generated 12,600 social mentions and 28% positive sentiment during the Oscars.
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