IAG Research Indicates Olympics Generating Higher Recall and Likeability Among Viewers

IAG Research Indicates Olympics Generating Higher Recall and Likeability Among Viewers

NEW YORK, Feb. 23 /PRNewswire/ -- IAG Research, the TV ad effectiveness ratings company, today released data on the Brand Recall, Message Recall and Likeability of advertisements during the Olympics. According to IAG, brands running advertisements during the Olympics and other broadcast primetime programming (February 10-15) achieved higher recall rates for ads during the Olympics. On average, the Olympics delivered 17% higher Brand Recall, 36% higher Message Recall and 36% higher Likeability than the average primetime show.

In addition, for those brands running the heaviest ad schedules in the Olympics -- those with 5 or more primetime units through February 15th -- the data shows that taken as a group, they are getting positive results. For example, McDonald's, is generating 16% higher Brand Recall from its ads in the Olympics; Coca-Cola is generating 24% higher Recall; Target is achieving 23% higher levels.

Index of NBC Olympics Primetime vs. Other Broadcast Primetime (Feb 10 - 15)

Brand Recall Message Recall Likeability
Olympics Brand Average 117 136 136
Heaviest Brands (5 or more
primetime units) 153 188 172

Index of NBC Olympics Primetime vs. Other Broadcast Primetime (Feb 10 - 15)

Brand Recall Message Recall Likeability
McDonald's 116 104 116
Coca-Cola 124 129 112
Target 123 126 100

About IAG Research

IAG Research measures the effectiveness of television advertising, product placement as well as cinema advertising and is used by such industry leaders as American Express, General Motors, Procter & Gamble, Verizon, and GlaxoSmithKline.

For more information, please visit http://www.iagr.net/.

Source: IAG Research

CONTACT: Chris Savarese of MWW Group, +1-201-964-2405,
csavarese@mww.com

Web site: http://www.iagr.net/

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