Latest program engagement, branded entertainment numbers


To provide a high-level snapshot of ad spend, effectiveness trends and the latest insights on branded entertainment, Nielsen has issued its State of the Media: Trends in Advertising Spend and Effectiveness June report. Yesterday, we looked at most remembered ads, mobile ad effectiveness and trust among varying types of advertising. Today, it’s program engagement and branded entertainment:

During the 2010-2011 television season, The Event emerged as a highly engaging show among all demographic groups, excluding Latinos. Desperate Housewives also held the attention of a wide range of demographics, including females, Caucasians, African- Americans and viewers of all ages. While Dramas have traditionally been more likely to engage viewers, compelling realities and sitcoms can also hold attention. Raising Hope, Rules of Engagement and The Amazing Race 17 were top shows that resonated with many viewer groups as well.

Most Engaging Programs 2010-2011 TV Season
Top 5 Most Engaging Overall (Total 13+)
The Event (NBC) Drama/Adventure
Desperate Housewives (ABC) Drama/Adventure
The Amazing Race 17 (CBS) Reality
Raising Hope (FOX) Situation Comedy
Rules of Engagement (CBS) Situation Comedy

Top 5 Most Engaging by Key Demo:

Men of a Certain Age (TNT) Drama/Adventure
Royal Pains (USA) Drama/Adventure
The Event (NBC) Drama/Adventure
Life Unexpected (CW) Drama/Adventure
Rules of Engagement (CBS) Situation Comedy

Desperate Housewives (ABC) Drama/Adventure
Raising Hope (FOX) Situation Comedy
The Event (NBC) Drama/Adventure
The Amazing Race 17 (CBS) Reality
Parenthood (NBC) Drama/Adventure

Branded Entertainment
While technology advancements and time-shifted viewing have changed the scope of the advertising marketplace, television has been the most successful medium for marketers over the last 50 years. Through branded entertainment, advertisers have been able to successfully connect with viewers and stand out in a cluttered marketplace. Despite increases in the number of product placements, Nielsen found that brand memorability increased over time without having a negative impact on the perceived fit of placements or viewer opinion of the brands.

Nielsen found that across 12 broadcast and major cable networks in primetime, there were 5,381 major product placements in 2010, up from 4,401 in 2006 (+22%). Reality shows dominated broadcast  and cable with the most placement occurrences in Q1, accounting for over half of all placements. While consumers can better remember the brands of placements during Sitcoms, placements in Reality programs are the most effective at positively impacting viewer opinion of the integrated brand. Long-term sponsorships and multiple visual and verbal placements per episode translate into more effectively branded placements. When traditional ads are used in addition to branded entertainment, this significantly increases viewers’ abilities to remember brands.

Top 5 Most Remembered Product Placements (Q1 2011)

Reality Programming
Sears on Survivor: Redemption Island (CBS)
Norwegian Cruise Lines on Undercover Boss (CBS)
Kellogg’s Frosted Flakes on Minute to Win It (NBC)
Chipotle on America’s Next Restaurant (NBC)
Qantas Airlines on The Amazing Race:
Unfinished Business (CBS)

Drama/Sitcom Programming
Ferrari on Castle (ABC)
Subway on Chuck (NBC)
V8 on Two and a Half Men (CBS)
Scrabble Games on Desperate Housewives (ABC)
Mentos on Two and a Half Men (CBS)