Study: Oscar ads high on cost, low on engagement

Only half of the brands advertised during this Sunday's Academy Awards telecast can expect much return on their hefty investments - an average of $1.7 million U.S. for a 30-second spot - according to a study conducted by Brand Keys (brandkeys.com), a New York City-based loyalty and engagement research consultancy. The national survey of adults 18 to 65 years of age sought to quantify the level of engagement created by the media environment and advertised brand, and the increase or decrease in equity resulting from placement in a show such as the Academy Awards. The findings are benchmarked at 100, with plus scores indicating increases in equity - and the higher the better. The results for the specific brands in the test are: American Express 110; CareerBuilder.com 102; Coke 105; Dyson 97; GM (Cadillac) 111; JCPenney 95; Kodak 109; L'Oreal 115; Mastercard 109; McDonald's 100; Miller Brewing 104; and State Farm Insurance 93. Brand Keys says past research has found that an increase in brand equity always results in an increased engagement, which the company describes as creating an emotional bond between the product and viewer rather than simply just seeing or liking the spot.
By Staff 
March 2, 2006

Only half of the brands advertised during this Sunday’s Academy Awards telecast can expect much return on their hefty investments – an average of $1.7 million U.S. for a 30-second spot – according to a study conducted by Brand Keys (brandkeys.com), a New York City-based loyalty and engagement research consultancy. The national survey of adults 18 to 65 years of age sought to quantify the level of engagement created by the media environment and advertised brand, and the increase or decrease in equity resulting from placement in a show such as the Academy Awards. The findings are benchmarked at 100, with plus scores indicating increases in equity – and the higher the better. The results for the specific brands in the test are: American Express 110; CareerBuilder.com 102; Coke 105; Dyson 97; GM (Cadillac) 111; JCPenney 95; Kodak 109; L’Oreal 115; Mastercard 109; McDonald’s 100; Miller Brewing 104; and State Farm Insurance 93. Brand Keys says past research has found that an increase in brand equity always results in an increased engagement, which the company describes as creating an emotional bond between the product and viewer rather than simply just seeing or liking the spot.