Olympic Gold for 'Deal or No Deal'
Show promos have top viewer recall
By Michael Malone -- Broadcasting & Cable, 8/24/2008 8:00:00 PM
While Michael Phelps, Usain Bolt and beach volleyball were winners at the Olympics, Howie Mandel had a good couple of weeks, too.
According to an independent study from Frank N. Magid Associates on Olympic viewing, Deal or No Deal had the highest ad recall and intent to view of any NBC show promoted, while the network may already have cause for concern about rookie Kath and Kim. The strong push and response for Deal is timely, as in addition to its primetime return this fall, it is also debuting in syndication.
Forty-five percent of viewers remember seeing Deal or No Deal ads, followed by Heroes (44%) and The Office (38%). When viewers were asked if they were “likely to watch,” those three shows also finished tops, as 31% said yes to Deal and Heroes and 28% to The Office.
The news was more alarming for Kath and Kim. While 31% remembered seeing ads for the Molly Shannon-Selma Blair comedy, just 13% were “likely to watch.”
The study also reinforced NBC's stance that the Olympic rings give off a marketing halo effect, especially when the Web and TV are combined. The study says viewer recall of Olympic advertisers was 16% higher when they watched the Games on both on TV and the Web, compared to just TV. Moreover, multi-platform viewers had a much more favorable opinion of an advertiser (a 51% “brand lift”) than those who watched strictly on TV (31%) and those who saw an ad on non-Olympic programming (9%).
“What was surprising was how viewers thought more highly of a product in the Olympics,” says Magid Senior VP Richard Haynes, “and how much more interested they were in seeking more information about it.”
Magid polled 765 respondents across three groups: Those who watch the Olympics on TV only, those who watch on TV and on NBCOlympics.com, and those who do not watch the Olympics at all.
Respondents were asked if they'd noticed ads either on TV or the Web from a list of marketers. Just 48% of those who do not follow the Olympics had recalled McDonald's spots in the past few weeks, compared to 61% of viewers who watched the Olympics on TV and 76% who watched on TV and NBCOlympics.com. Furthermore, 34% of those who watch the Games on TV and the Web were familiar with the computer manufacturer Lenovo, which has spent substantially on Olympic spots to boost its visibility, compared to 4% who watched the Games solely on television and virtually none who did not watch the Olympics.
Regarding local programming, 38% of Olympics viewers said they're watching more news on their NBC affiliate during the Games. Within that group, 37% say they'll continue watching more local NBC news after the Olympics conclude.
The study also shows significant growth in high-definition viewing, with 53% of Olympics fans having watched the events in HD. Finally, a bit of good news for marketers in the TiVo era: 47% of those who watched the Games in hi-def said HD commercials enhanced their viewing experience.
| Prime Numbers | ||
|---|---|---|
| Source: Frank N. Magid Associates |
||
| Show | Ad Recall | Likely to Watch |
| Deal or No Deal | 45% | 31% |
| Heroes | 44 | 31 |
| The Office | 38 | 28 |
| ER | 33 | 23 |
| Kath and Kim | 31 | 13 |
| Knight Rider | 30 | 21 |
| Life | 13 | 11 |
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