Copyright © 2017 The Nielsen Company. Confidential and proprietary.

July 2017

Consumer Neuroscience Report

DAA Honda TVC Research

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2

ENGAGING IN THE AGE OF DISTRACTION

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3

TELEVISION VIEWING HABITS ARE

CHANGING & MORE COMPLEX

Ad Channel Change Content

Solo Viewer Solo Viewing

Ad, 2nd Screen, Conversation Ad, 2nd Screen Ad, Conversation Ad

Channel Change, 2nd Screen, Conversation Channel Change, 2nd Screen, Channel Change, Conversation, Channel Change

Content 2nd Screen, Conversation Content, 2nd Screen, Content, Conversation Content

Co-Viewing w/ 2nd Screen

Sample Individual Participants During Natural Viewing Behavior

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4

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5

KEY INSIGHTS

1Multiple Paths to Drive High Communication

Multiple techniques to help ads connect with viewers emotionally through successful storytelling, branding, and motivating imagery with key information.

2Challenge to Differentiate Honda, Not Just Sell the Category

Uniquely owning the brand association to Honda is key to developing deep brand connections. Local spots perform as category ads.

3 Adjustments to Increase Effective Message CommunicationSimplicity can be a more effective approach in some cases.

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6

THE BRAIN LOVES A GOOD STORY

0

5

10

0 5 10 15 20 25 30

EEG Engagement

…test facility…all new Honda CR-V Ding Dong

Good setup with clear, early context – testing facility for the

CR-V

Ending ties in the story with easy to process

end placards

After completion of obstacles,

driving in snow entertains

Visit your local Honda dealer to test drive the CR-V…

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5

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10 11 12 13 14 15 16

Completed Obstacle

Emotion: 7.4 Emotion: 7.2

Baudette CR-V

Obstacles align with dip in EEG engagement, but emotional motivation suggests payoff

Obstacles, limit

memory connection,

but successful

completion elicits

bump in motivation

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7

CLEAR, EXTERIOR SHOTS MOTIVATE

Emotion: 8.0

Seconds :02-:04; :22-:22

Emotion: 8.8

Seconds :07; :15-:16

Emotion: 3.1

HDAA Ad 2Seconds :21-:22

Head on angle loses emotional connection – particularly in the context of dangerous scenarios

Watch Out - Angles Matter!

Note: Difference of 1.5 is significant across scenes

Competitive Accord Baudette, MN

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8

AUDIO VISUAL SYNCHRONY AIDS PROCESSING

With more power … Better fuel economy rating …

Audio Visual SynchronyGood use of motion to draw attention to key graphics,

leading to successful audio visual synchrony – AV synch eases processing effort, leading effective moments

Good use of motion to draw attention to key graphics, leading to successful audio visual

synchrony – AV synch eases processing effort for effective moments. Stated responses

reveal messaging around power and MPG was successfully recalled and well liked.

I’m big on fuel economy.

I like the color and

miles for the gallon

and price

the ad said great

details about the

performance….

Voice of the Viewer: What, if anything, did you like about the ad?

Please explain your thoughts and feelings.

Competitive Accord

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9

“SELF” RELEVANCE IMPROVES PROCESSING

Self-reference effect: People are more

motivated and have better recall when

content is “self” relevant.

Me, myself and I

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19 20 21 22

When you drive an Accord you’ll know why

Emotion

Competitive Accord

Call-to-Action Utilizes Self Relevance

Visit your local dealer to test drive the CR-V, America’s best selling SUV.

AVG Emotion: 9.0

AVG Memory: 6.8

See your …Honda dealer today!

AVG Emotion: 8.4

AVG Memory: 6.9

…Visit your local Honda dealer today!

real people"

("like me!") own

these cars

AVG Emotion: 8.5

AVG Memory: 7.2

… an Accord of your…

AVG Emotion: 9.4

AVG Memory: 8.5

HDAA Ad 2

HDDA Ad 4

HDAA Ad 1

Baudette Cr-V

Competitive Accord

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10

KEY INSIGHTS

1Multiple Paths to Drive High Engagement

Multiple techniques to help ads connect with viewers emotionally through successful storytelling, branding, and motivating imagery with key information.

2Challenge to Differentiate Honda, Not Just Sell the Category

Uniquely owning the brand association to Honda is key to developing deep brand connections. Local spots perform as category ads.

3 Adjustments to Increase Effective Message CommunicationSimplicity can be a more effective approach in some cases.

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11

What assets are owned uniquely by Honda?

Brand presence alone does not guarantee brand association. Associated information around the brand needs to

be activated successfully in the brain throughout the ad as well.

What assets does Honda own?- Blue- Model names: Accord, CR-V…- Ding Dong opening audio- Honda “H” Ornament- Car and Driver 10 Best - Others?

The Power of Dreams

?

?

How to Build Honda Associations

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12

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0 5 10 15 20 25 30

CLEAR, CONCISE STORY LETS BRAND SHINEBaudette CR-V does a great job of setting up the story with an early branding moment and clearly

demonstrating the purpose of the ad, Honda’s capabilities in rough conditions.

Honda Branding MomentsMemory: 8.6

Baudette CR-V

Memory Activation

…longest lasting SUV in its class……test facility in Baudette, MN …all new Honda CR-V Ding Dong test drive the CR-V.

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13

WATCH-OUTS FOR RESONATING COMPETITIONAvoid signaling your competitors’ brand cues. Branding cues can be an important part of communicating your brand through the look and tone of the ad. Employ cues that uniquely signal Honda.

0

5

10

5 6 7 8 9 10 11 12

…Camry LE. ….Camry LE

Emotion Memory

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14

KEY INSIGHTS

2Challenge to Differentiate Honda, Not Just Sell the Category

Uniquely owning the brand association to Honda is key to developing deep brand connections. Local spots perform as category ads.

3 Adjustments to Increase Effective Message CommunicationSimplicity can be a more effective approach in some cases.

1Multiple Paths to Drive High Engagement

Multiple techniques to help ads connect with viewers emotionally through successful storytelling, branding, and motivating imagery with key information.

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15

SIMPLICITY IS KEY IN MESSAGE COMMUNICATION

Competitive Accord

…more power… …better fuel economy rating…

…best selling car in its call… + Financing information

…car and driver ten best…31 times.

Simple layout of benefits allows for message communication to be highly effective

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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