The New York Times Most of the big winners from the Vancouver Olympics are easy to point out: Lindsey Vonn, Bode Miller, Shani Davis, Evan Lysacek, Leonardo DiCaprio. O.K., maybe Leo is not quite as obvious, but in terms of who benefited the most from NBC’s coverage of the Games, the actor’s name definitely belongs in there, because he set a personal record. His film, “Shutter Island” posted the best opening-week box office gross of his career, with a $41 million take. (Yes, that includes “Titanic,” which started somewhat modestly with a $27 million first weekend. Mr. DiCaprio’s best opening until now was “Catch Me If You Can,” at $30 million.) That big weekend showing for “Shutter Island” was also a standout performance for another famed movie name: the director
What a month it’s been for televised sports spectaculars. First, the Super Bowl broke the record for the largest television audience ever. And now, the Winter Olympics are proving to be a ratings bonanza as well, helping to knock American Idol off its ratings perch for the first time since 2004. Beyond the game itself, the Super Bowl brings with it an annual flurry of water cooler discussion and professional reviews of the advertising winners and losers. Which ads were funny, which were not; which generated online (and offline) chatter; which were the most viewed (and viewed again) on YouTube. While there is not the same “sport” associated with dissecting and debating the quality and creative appeal of Olympics advertising, the opportunity for marketers to reach a large audience and
NY Sports Journalism Not only are people watching the Winter Olympics on NBC and its affiliate networks, they also are talking about the brands they are seeing on TV via commercials, signage and athlete sponsorship deals. And even better for brands, two-thirds of consumers are talking about brands in a positive way. After the first five days of the Games in Vancouver, an average of 3 million more people are talking about each advertiser, compared to a benchmark set during the six weeks prior to the start of the Olympics on Feb. 12. The numbers come from a study conducted by Keller Fay Group for NBC Universal, based on 4,211 online interviews with consumers 18-54 years of age. Keller Fay said that included a wave of 1,277 interviews conducted between
Institute for Practitioners in Advertising January and February are proving to be very hard going, however, yesterday, on a rare day of sunshine, the IPA hosted a presentation on Word of Mouth which detailed how positive this is for the whole communications business. The presentation was given by Ed Keller of Keller Fay, an expert on Word of Mouth from the US, who shared some of his work and findings with a packed house. There was good news for everyone, agencies, advertisers and media owners. Ed started by debunking the myth that word of mouth was the preserve of online – reporting that over 90% of word of mouth messages are delivered offline. Even better, Keller Fay’s key finding is that 48% – (yes that is nearly half) of consumer
“Listening is hip,” declares The ARF Listening Playbook. It “changes the game for brands and people.” Recently I conducted a Q&A session with the book’s author, Steve Rappaport, ARF Knowledge Solutions Director, who was also the lead author of the 2007 book, The Online Advertising Playbook. (Disclosure: I am on the ARF Board.) Q: Why this book, why now? A: Interest in listening has crossed an inflection point, from curiosity to recognition that listening can make significant contributions to brand marketing and advertising. ARF members and many in the industry want to learn more about listening and are asking four fundamental questions: what is listening, how is it used, how is it done, and where is it going? The ARF Listening Playbook organizes and synthesizes the research, cases, marketplace results
NBC calls it “the world’s biggest focus group.” With an estimated 185 million unique viewers of a 17-day period, the Olympic Games provide a special audience microcosm, and one that NBC believes will be particularly useful for measuring new-media consumption habits and trends. NBC touts all the different platforms it is bringing to bear for the games, which began Friday in Vancouver. Viewers can watch on the network, NBC Universal’s many cable channels and NBCOlympics.com. They can download clips to their iPhones and receive mobile updates on a favorite skier or figure skater. Alan Wurtzel, NBC Universal’s head of research, predicts big shifts in viewership habits compared with the last Olympics, held in Beijing in 2008, with large increases in the number of people who catch the games on mobile
- Published in News & Events
Promo Magazine At the Word of Mouth Marketing Association (WOMMA), where I serve on the board, we are keenly aware that a new premium is being put on research that can help marketers to prove the impact and business outcomes associated with investment in social media and word-of-mouth marketing. To help our members and other marketers, WOMMA recently compiled and published a Measurement and Metrics Best Practices Guidebook. It is an educational resource for marketers who wish to understand the different types of metrics and measurement that should be considered, key considerations for their use, and specific examples of their applications. One thing that the Guidebook makes clear is that while it’s easy to say “we need research,” there is in fact no “one size fits all” research solution, nor
Keller Fay Study Finds Vancouver Olympics Coverage is Stimulating Millions of Conversations about Advertisers’ Brands
- On Average, 3 Million More People Talking about Each Advertiser after First Five Days of Olympics Coverage – New Brunswick, NJ, February 23, 2010 – The Keller Fay Group today released initial results from a survey of American consumers to assess the impact of Olympics advertising on consumer word of mouth about brands. Five days into the Olympics, the study projected an average of 3 million more people talking about each advertiser compared to a benchmark set during the six weeks prior to the start of the Games. The study, conducted for Olympics broadcaster NBC Universal, was based on a total of 4,211 online interviews with consumers 18 to 54 years of age, including a wave of 1,277 interviews conducted between the Opening Ceremony on February 12 and midnight
Super Bowl Sunday is upon us. The NFL got the match-up it wanted, with the top team in each conference facing off. CBS has announced that advertising inventory is now fully sold out at rates reported to be as high as $3 million per 30-second ad. All that is left is to sit back and enjoy the game, unless you are an advertiser, in which case you also need to evaluate the impact of your investment. For the 4th consecutive year, we at the Keller Fay Group will be evaluating the word of mouth impact of Super Bowl ads, and in advance of the game we have reflected on some of the most common questions that are asked each year by marketers who are investing in the game (or considering
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