New 605 index measures impact of TV advertising on both branding and sales

Wednesday, May 30th, 2018 
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605 Launches The Impact Index

  • A New, Scientific Approach for Measuring the Full Impact of TV Advertising on both Branding and Sales
  • Initial Report Examines Relationship between TV and Brand Favorability for top TV Advertisers Including Nissan, AT&T, Samsung and More

NEW YORK — 605, an advanced data and analytics company focused on the media and entertainment industries, today announced that it has launched The 605 Impact Index™, a new, scientifically-based approach for measuring the impact of TV advertising on both branding and sales, also known as the ‘top and bottom of the marketing funnel.’ Building on its pioneering TV analytics work with blue-chip clients like Walmart and Uber, 605 developed the Impact Index as a more complete measure of the business impact of TV advertising which will deliver clients actionable insights to optimize both brand marketing and sales outcomes from their TV advertising investments.

“It’s no secret that the legacy TV measurement system has not kept pace with modern day marketing demands,” said Ben Tatta, Co-Founder and President of 605. “Although recent developments in the field of TV attribution are a move in the right direction, most of these solutions focus on sales attribution only. These ‘bottom-funnel’ methods fail to capture the enormous impact TV delivers in terms of brand awareness, perception and favorability. After years of conducting full-funnel attribution, 605 developed the Impact Index as a turn-key solution for measuring the total impact of TV advertising in a scientific, yet easy-to-implement way.”

Unlike attribution models derived from sample data, the Impact Index leverages one of the industry’s largest matchable TV datasets combined with custom, first-party research, to benchmark qualitative brand metrics such as brand awareness and favorability. The result is a new, expansive set of metrics designed to measure TV attribution, from the top to the bottom of the marketing funnel. These metrics are organized into two distinct categories based on campaign objectives, including:

  • Brand Impact Metrics, which are designed to measure the ‘upper’ and ‘mid-funnel’ impact including brand awareness, brand perception, brand favorability, and net promoter score (NPS)
  • Sales Impact Metrics, which are designed to measure the ‘bottom funnel’ impact including ad engagement, ad response, sales conversion and conversion lift

Commenting on 605’s approach to data, research and insights, Aaron Bernstein, Senior Director of Insights and Advocacy at Walmart said, “Over the past few years, 605 and Walmart Corporate Affairs have worked together to identify the relationship between television, brand reputation and consumer purchasing behavior, which has yielded tremendous results.”

“While we all still call it TV, what those two letters mean for data-savvy advertisers has greatly evolved in just the past few quarters,” said Sean Cunningham, President and CEO of the Video Advertising Bureau (VAB). “What hasn’t changed is consumers spending the vast majority of their viewing time with premium TV video content. TV continues to deliver real impact against all audiences in scale, just as more advanced TV data insights for advertisers are rapidly rising.”

To demonstrate how the Impact Index works, 605 is releasing findings from its Brand Impact Study that uncovers unique insights on brand favorability for leading television advertisers across auto, telecom, insurance, quick-service restaurants, pharma and cosmetics. Key findings include:

  • GEICO: Well-known for its ads featuring the bright green Gecko with the English accent and other humorous spots, two of its top three indexing prime time shows are niche programs that appear on PBS.
    What it means: In addition to GEICO’s mass audience reach on TV, it achieves high brand favorability ratings among specialized, hard to reach audiences such as those on PBS.
    Supporting evidence: 605’s study found that GEICO’s highest favorables in prime time included “Great Performances” on PBS, “All in with Chris Hayes” on MSNBC and “Finding Your Roots” on PBS.
     
  • NISSAN: Those favorable to the Nissan brand tend to watch a lot of Spanish-language television which reflects the company’s strategic investment in a targeted audience market with growing economic power.
    What it means: Nissan’s unique approach and continued investment in reaching Hispanic audiences is paying off. The company is using creative advertising, planning and strategic partnerships to help drive brand awareness that supports sales outcomes.
    Supporting evidence: Nissan maintains a multi-year strategic partnership with Univision which has enabled the company to capitalize on award-winning creative ads focused on the Hispanic community from Omnicom’s multicultural agency, fluent360 and its media planning agency OMD. In fact, Nissan won the Spanish Advertiser of the Year Award for its “First Impression” ad that promoted the Nissan Rogue. Hispanic customers now comprise 21 percent of Nissan’s annual sales.(1)
     
  • SAMSUNG: Those favorable to the Samsung brand watch more youth-oriented programming on networks including Comedy Central, Freeform and MTV.
    What it means: Samsung has garnered a unique affinity among younger, hard-to-reach audiences on TV, which will lead to loyal followers of their products over time.
    Supporting evidence: Samsung invests heavily with Viacom and youth-oriented programming which is clearly driving favorability to the brand with key audiences.
     
  • AT&T: The audiences most favorable to AT&T over index on Viacom’s TVLand network, but it is the only Viacom-owned network that has no AT&T advertising.
    What it means: Based on these findings, AT&T’s investment across Viacom’s networks could drive its favorable even higher if it targeted some of its advertising on TVLand.
    Supporting evidence: AT&T has been a significant advertiser across all of Viacom’s networks with the exception of TVLand.

Brands, agencies, programmers and MVPDs can use 605’s best-in-class analytics to:

  • Capture brand strength metrics, including net promoter score and brand favorability ratings
  • Get a deeper look into multiple dimensions of brand reputation such as innovation and workplace environment
  • Find the exact answers they are looking for through custom questions

Brands can rely on data they trust, including first-party CRM data, to understand advertising’s effects on customer behavior, favorability and sales. Brands can also tap into 605’s data partnerships to source sales attribution and conversion metrics including transactional (sales), mobile location (store visits) and digital (site visits, online purchase).

605 focuses on the simplification of massive datasets, using analytics and optimization tools to garner deeper and more certain business insights for clients in the media and entertainment industries. 605 performs audience analytics, campaign measurement, attribution and verification services for clients’ television advertising campaigns — directly linking household-level ad exposure data to brand engagement and purchase activity. Unlike traditional ratings and sample-based methods, 605’s measurement platform is built on national, census-level data to deliver accurate, actionable and verified results.

Given the insights and analysis on specific brands, 605’s data is only available on a password protected website. 605 is conducting a roadshow that includes meetings with advertising agencies, buyers and brands. To learn more about the Impact Index, and to review further brand insights derived from 605’s proprietary research on the website, please contact [email protected]

605’s proprietary research is completely independent. Trademarks referenced in the study are the property of their respective owners and the brands have no relationship with 605.

1. Nissan named “Spanish TV Advertiser of the Year” by Nielsen

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