Programs Influence Ad Effectivness

Nine Network's

Proprietary Program Engagement Power (PEP)

Steve Weaver

Network Research Director

Nine Network Australia

Screens and Content

Cost per Eyeball

Measuring Effectiveness

Engagement

Hypothesis

Commercial creative

shown in highly

engaging content will

generate a better ROI

than if shown in low

engaging content

TARPs- Airtime Value Based on Efficiency

Source: OzTAM

0

2

4

6

8

10

12

Sara ConnerChronicles

(Go!)

Friday NightFootball

Farmer Wantsa Wife

FunniestHome Videos

RPA The (AFL)Footy Show

60 Minutes Getaway The TodayShow

CSI: Miami

Neuro Memory Encoding

Source: Neuro Insight PEP Study

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Sara ConnerChronicles

(Go!)

Friday NightFootball

Farmer Wantsa Wife

FunniestHome Videos

RPA The (AFL)Footy Show

60 Minutes Getaway The TodayShow

CSI: Miami

Correlation Between Program and Ad Break Correlation Between Program Engagement and Ad Break Engagement

y = 0.7162x + 0.1296

R2 = 0.5305

0.4

0.45

0.5

0.55

0.6

0.65

0.7

0.75

0.8

0.85

0.9

0.4 0.5 0.6 0.7 0.8 0.9 1

Program Engagement

Ad

Bre

ak

En

ga

ge

me

nt

Source: Nine Network/ Neuro Insights PEP Study

Recall is Stronger in More Engaging Programs

Source: Nine Network PEP Study

0

0.2

0.4

0.6

0.8

1

Sara ConnorChronicles

(Go!)

Friday NightFootball

Farmer Wantsa Wife

FunniestHome Videos

RPA The (AFL)Footy Show

60 Minutes Getaway The TodayShow

CSI: Miami

Program Engagement Ad Break Engagement

Normal Programming Effect

Source: Nine Network PEP Study

Average Differential = -9.6%

-9.6%

-1.4%

-12%

-10%

-8%

-6%

-4%

-2%

0%

% Difference between Programand Ad Engagement

Regular Programming

Olympics

Sport More Effectively Retains Engagement

Source: Nine Network Olympic Study

Advertising at the Height of Emotional Engagement

Spike Engagement; Spike Ad Engagement

Source: Nine Network Cricket Study

Program Halo Affects TVC Engagement

Program

Engagement Halo

Ad Pod

1st in Break More Likely Affected by Program Strength

r2=0.57

r2=0.71 r2=0.65

r2=0.33

r2=0.19

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Ad Break Ave 1st in break 2nd in break 3rd in break 4th in break

Source: Nine Network PEP Study

Break Architecture Affects Engagement

0.61

0.73

0.795

0.45

0.5

0.55

0.6

0.65

0.7

0.75

0.8

0.85

Standard Ad break Solus Ad break

Source: Nine Network Cricket Study

Themed Creative Most Effective When Matched

0.61

0.73

0.795

0.45

0.5

0.55

0.6

0.65

0.7

0.75

0.8

0.85

Standard Ad break Solus Ad break Themed Creative in Solus Ad Break

Source: Nine Network Cricket Study

Internet Content Primes Engagement

Source: Neuro Insight

Summary

Program engagement using neuroscience measures do

not correlate with claimed engagement measures

Traditional high rating programs may not necessarily be

highly engaging

Program Engagement correlates with Ad Recall

Ad Effectiveness is affected by program Implications for copy-testing methods

1. Program content affects ad engagement

2. Sport more effectively retains program engagement

3. Position in break affects ad engagement

4. Break architecture affects ad engagement

5. Matching emotional bias affects ad engagement

6. Matching program and ad theme affects engagement

7. Multi platform involvement affects ad engagement

Summary