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NEW YORK L’Oreal will be the biggest winner and McDonald’s the biggest loser on Oscar night in terms of commercial ROI, according to Brand Keys, a loyalty and engagement consultancy here.
L’Oreal will enjoy an estimated 15 percent ROI during ABC’s Academy Awards telecast, while McDonald’s will get nothing for its efforts, based on a Brand Keys survey of 1,200 men and women, age 18-59, who expressed a strong interest in watching the Oscars.
“Understanding ahead of time where your brand will get the biggest boost ensures you are getting a better return on your investment,” said Robert Passikoff, Brand Keys founder and president.
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