PxPixel
Winning Branded Entertainment Gold - Broadcasting & Cable

Winning Branded Entertainment Gold

Top sponsors got impact beyond spots during Olympics
Author:
Publish date:

Which brands got the most eyeballs during NBC's Olympic
broadcast?

Procter & Gamble's 72 commercials were seen by an
average12.8 million viewers during the first week of the London Games,
according to data assembled by Rentrak and iTVX, which have teamed up on a
service that measures both commercial viewing and the impact of branded
entertainment.

P&G's branded entertainment events an average of 20.3
million viewers -- significantly more than the commercials.

By teaming up, Rentrak and iTVX are offering advertisers a
way to measure precisely how many people the branded entertainment portion of
their media budgets are impacting, which is a step toward determining their
value.

The other top brands are ranked by an index, which shows how
advertisers added to their commercial audiences by also running branded
entertainment.

 

Exact Commercial Audience (1)

Number of TV Ads (2)

Exact Branded Entertainment Audience (3)

Number of BE Events (4)

Branded Entertainment Index (5)

Procter & Gamble

 12,589,387

72

20,263,134

80

161

Coca-Cola

 14,651,249

 38

 17,950,993

 85

 123

AT&T

 14,071,916

 61

 17,220,896

 43

 122

Visa

 15,296,324

 40

 17,624,740

 45

 115

BP

 6,853,618

 11

 7,678,143

 6

 112

McDonald's

 14,855,054

 28

 15,835,959

 16

 107

Chevrolet

 13,046,207

 120

 13,934,571

 56

 107

Citibank

 11,688,355

 49

 9,452,272

 18

 81

NBC

 12,881,514

 419

 14,995,089

 349

 116

(1)     A standard measurement of average TV audience
using Rentrak's second-by-second household audience data and iTVX's
second-by-second branded entertainment metrics
(2)     Number of TV ads run by the brand on NBC during
the first week of the Olympics
(3)     A standard measurement of average audience using
Rentrak's second-by-second household audience data and iTVX's second-by-second
branded entertainment metrics
(4)     Number of discrete branded entertainment segments
appearing in content by the brand on NBC during the first week of the Olympics
(5)     An index showing the additional average
audience generated by branded entertainment events (column 3/column 1)

Short description

This analysis covers the first week of the Olympics for the
top eight sponsor brands identified by iTVX that ran on NBC. The data combines
Rentrak's second-by-second exact commercial audience and iTVX's second-by-second
branded entertainment metrics. The brands are ranked by the Branded
Entertainment Index (highest to lowest).

Related