Social TV rewards and check-in company Viggle today has released the results of its ‘Brand Effect Study,’ which Nielsen ran.
The key finding is that exposure to ads both on TV and the Viggle app resulted in higher brand and message recall, likeability, and purchase intent. Nielsen surveyed three groups of Viggle members:
1) TV Only Exposed – Those that watched and checked into a TV show where the ad aired, but were not served the ad in the app, Viggle Only Exposed, and TV and Viggle Exposed.
2) Viggle Only Exposed – Users that did not check into or watch a TV show where the ad aired, but had the opportunity to view the ad on Viggle.
3) TV and Viggle Exposed – Users that watched and checked into a TV show where the ad aired and were also served the ad in the Viggle app.
The study found that those in the ‘TV and Viggle Exposed’ group had a 46% brand recall compared to 33% of the ‘TV Only Exposed.’ Additionally, the 20% of ‘TV and Viggle Exposed’ users who said that they were interested in purchasing the product seen in the ad was nearly double the number of ‘TV Only‘ users (12 %).
“This study demonstrates that when a brand establishes a second screen media presence via the Viggle platform in conjunction with its TV spend, it drives higher awareness, stronger message recall and greater purchase intent among its key consumers,” said Kevin Arrix, Chief Revenue Officer of Viggle. “Furthermore, while we address this as ‘second screen’, it’s worth noting that mobile device usage, while the television is on, is de facto in today’s household. In order to ensure getting the in-home consumer’s attention, brands have to distribute their messaging on both the TV and the mobile device.”
Other key findings from the study:
– Forty percent of ‘TV and Viggle’ users were able to recall the ad, brand and message of the TV ad in comparison to 25% of ‘TV Only’ users
– Positive Likeability was higher among ‘TV and Viggle’ users at 46% compared to 37% among ‘TV Only’ users
– Once respondents recalled the ad, 87% of TV and Viggle exposed users were able to recall the correct brand compared to 79% of ‘TV Only’ users