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.

And the dynasty continues. Degrassi: The Next Generation enters an exclusive group when it airs its 100th episode on March 20. The season finale, chronicling the requisite break-ups and make-ups as well as graduation day for six cast members, actually begins on Monday, March 13 at 8:30 p.m. Part two airs the following Monday, also at 8:30 p.m.

It’s been a dramatic season both on and off screen. Audiences increased 24% this year (Source: Nielsen Media Research, 2005-06 vs. 2004-05, Weeks 4-19) and the series broke the one million viewer mark for the first time (Ratings courtesy of Nielsen Media Research). CTV says Degrassi: TNG is Canada’s most-watched Canadian drama series.

History’s got a new series in the works. SAS Survival Secrets exposes covert operating techniques and strategies needed to survive in the tough military force, from surviving torture to coping with hostage-taking situations. The show airs Tuesdays at 8 p.m. ET/9 p.m. PT, beginning April 25.

Alliance Atlantis DIY darlings HGTV and the Food Network have recently undergone programming makeovers, mixing in more entertaining, character-driven shows like Designer Superstar Challenge and I Do…Let’s Eat, along with their traditional ‘practical/how-to’ fare. The change is leading to a shift in the nets’ media strategy from traditional TV, OOH and print spots to more guerrilla-type promos. So far, the bid to expand reach beyond the primary target of DIY Martha Stewart wannabes is working: according to Nielsen, this winter to date HGTV is tracking 43% ahead of last year (A25-54 average minute audience or AMA), while Food saw a record audience growth of 25% in fall 2005 versus fall 2004 (A25-54 AMA).

For a list of the top 30 TV shows for the week of February 20 to February 26, 2006, according to BBM, please click the links below:

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Toyota Canada will be launching its all-new 2007 Toyota Camry during the broadcast of The 78th Annual Academy Awards, Sunday on CTV. The two-minute feature commercial – What You Want Is What You Need – will be unveiled during ET’s pre-Oscar show at 8 p.m. and then will run once only in Canada inside the Academy Awards broadcast. The mega-spot created by Saatchi & Saatchi will be retooled into a 60-second version and along with two new 30-seconds will air on CTV through May.

Entertainment remains a strong category with the most new advertisers in French markets (38%) and second most in English markets (19%) behind the public service category (26%). P&G and General Motors kept their hold on the number one and two spots when comparing brands with the largest variety of TV ads for Feb. 17 to 23 versus the same time last year. In English Canada, the top three categories with the largest variety of spots in rotation were entertainment (14.5%), retail (13.1%), and public service (9.7%). Check out others topping the charts, and which brands had the most new spots. This info was gathered through Montreal-based ELODA’s online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid.
http://www.eloda.com