Consumers appear to be paying attention to music in commercials, promotions and on TV shows, but the response may not be exactly what brands bargained for.
In a recent survey by E-Poll and The L.A. Office, more than 1,000 consumers were asked about the promotions they have experienced and recall in the last three months.
The survey found that:
-
26% of respondents have seen product promotions or offers in movies
-
11% said they have participated in a promotion or sweepstakes in the last six months
-
Coke and Pepsi are the most recognizable brands on the big screen
-
50% of respondents change channels if they don’t like the music in a commercial
-
29% are more likely to pay attention to a music performer than a TV/movie star in a promotion
-
Seven in 10 people have purchased a CD because of songs they heard in a movie
-
Almost 50% of respondents have seen a recognizable brand name product on a TV show
-
8% said they have purchased a product specifically because of a TV promotion
-
About half of all respondents said they feel product placement of TV shows can “seem fake and contrived”
In other findings, point-of-purchase discounts are rated as the top reason that men and women act on a promotion (45%). The Internet and TV rank highest in ad exposure, but the Internet falls down the list on generating attention (only 34% said they paid some/a lot of attention). And the right spokesperson is key: 34% said they did not purchase a product endorsed by a celebrity spokesperson they disliked.
For the complete report, visit www.laoffice.com/RoadShow-ePoll.asp
Network
