It’s not quite $4 million per spot like that big, end-of-the-season football championship game, but it is a sort of championship game for the film industry and does draw low seven-digit cash. If one were going to drop that kind of cash on a single ad spot one would want to have some idea of its effectiveness right? BrandAds did a survey to find out their effectiveness and found that, on average, there was a 31% increase in purchase likelihood. Seems like advertising during the Oscars carries some weight with its watchers.
BrandAds surveyed 38,369 people across the U.S. via their proprietary software BrandAds Bridge. The survey allowed them to rate purchase likelihood from very unlikely through very likely. The control group filled out the surveys before the Oscars and the exposed group later after watching the Oscars. There was no mention of audience breakdown in terms of age, gender or income as later broken out in the results.
Purchase Likelihood Uplift
Now, not everyone saw that 31% gain in purchase likelihood. In fact, there was a vast difference from brand to brand. The brand that did the best? American Express saw a 61.2% increase. On the other end of the spectrum was Snickers with just 8.4%. So Oscar watchers are more likely to get a new credit card than to increase their consumption of a candy bar. They’re also more likely to buy a nasal inhaler, drink orange juice or get a new car or piece of consumer tech, just to name a few.
In fact, AmEx outstripped second place Sprint by more than 10% in purchase likelihood uplift. The nearest financial service was Coldwell Banker with 39.4% uplift.
In terms of gender is seems women were impacted more than men as they demonstrated a 13.5% larger change in purchase likelihood across all brands with 37.9% (men 24.4%). Age demographics showed 20-40% uplift across the board with under-18 being moved the most and 55-64 the least. Otherwise it was all pretty much in the mid-thirties for uplift.
Income brackets showed an odd breakdown as well with the lowest and highest incomes being moved the most overall while the mid-range brackets stuck close together. Of course, when you look at the income brackets it’s entirely possible that the majority of survey respondents were in the lowest bracket.