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Advertising Audience Insights

Let’s Get It On: Lessons From March AdNess

Sixteen ads from NCAA sponsors battled it out for the title of March AdNess champion. After a series of nail-biting matches, it came down to two ads: Reese’s “Spring Song” featuring Marvin Gaye’s “Let’s Get it On,” and Capital One’s “Ringtone” ad with Gloria Gaynor’s “I Will Survive.” Ringtone put up a good fight in the final round, but fell to Spring Song by five points as Reese’s was crowned March AdNess champion.

The ads competed across 4 rounds, with each round scored by a different set of attributes. The attributes were collected about the audio in the spots, and measured by Veritonic’s patent-pending audio analysis technology. Round 1 was scored by the Feelings the ads evoked, Round 2 by the Emotions, Round 3 by the Purchase Intent the spot generated. The final round was scored by the contenders’ overall scores.

What can we learn from this and the other epic battles of the inaugural March AdNess?

Nostalgia Is Big…

First, nostalgia played a strong role in the top contenders. In the final matchup, both the Reese’s and Capital One ads used 70’s music hits. These classic and familiar tunes have built in associations with consumers. In fact, it’s safe to say that both songs have their own (substantial!) brand equity, which the advertisers are trying to tap into. Will this be a trend throughout 2017? Stay tuned.

…But Nostalgia’s Appeal Varies Substantially (By Age!)

A second big takeaway is that the appeal of nostalgia is relatively age-specific! In fact, there was a counter-intuitive appeal to the younger demo with the music in these spots. Despite the fact that the 70’s music in the Reese’s and Capital One ads presumably targeted a slightly older demographic (36-55+) and their nostalgia, the ads actually resonated slightly better with the younger demographic (18-35)! Millennials gave the Reese’s ad an 85 overall, whereas the older demographic gave it a slightly lower (but still statistically significant) 82.

March AdNess 18-35 Demographic

What accounts for this difference? Nostalgia by definition is tapping into associations that the audience has with the asset: a song they danced to at prom, for instance. Perhaps the older demo felt the songs were over-exposed, or perhaps they didn’t appreciate the commercial application of the music. Conversely, perhaps the younger demo didn’t bring as many associations to the music, and we were simply pleased by the stories the brands told.

Nostalgia vs Parody

AT&T may also have been trying to evoke nostalgia, albeit with a slightly younger demo. Its “Parking Booth” ad used a comedic adaptation of Aerosmith’s 1998 “I Don’t Want to Miss A Thing”. The AT&T ad scored twelve points higher overall for the younger 18-35 demographic than it did for the 35+ demographic. Ultimately, however, the ad missed the mark, getting knocked out by Coca-Cola in the first round.

Perhaps the parody failed to resonate with women as well as the original song? There was a big difference in scores between males (80) and females (68). The difference may be more about the lounge singer character in the ad than the music used, played by comedian Dan Finnerty.

The other two Final Four spots, by Coca-Cola and Infiniti, leaned heavily on the musical scoring to set their desired tone. Infiniti using inspirational ‘psych’ music for their “#Unbustable Hardwood Heroes, and Coca-Cola’s play on the Cinderella story.

Femme Fatale Finale Four

A third takeaway is that the appeal of the spots in the Final Four varied dramatically by gender. This may be a function, at least in part, of the specific music selections.

Out of these final four ads, Reese’s most successfully seduced Females with the combination of chocolate and Marvin Gaye’s “Let’s Get it On”. In fact, females gave the Reese’s spot an 85 overall. Females also scored Infiniti’s ad with a custom musical score four points higher for Inspiring than Males did. On the other hand, in spite of the “girl power” message implicit in Gloria Gaynor’s “I Will Survive”, Capital One’s ad scored five points lower than Reese’s with females.

Coca-Cola’s entry featured an old-timey waltz. While Reese’s took the top spot among Males, Coca-Cola was only two points behind. With Females, however, Coca-Cola’s waltz scored a full eleven points lower overall. This demonstrates that even lesser-known music can still be pretty powerful. For males, Capital One shared the same overall score as Coca-Cola, and Infiniti took fourth place, but only scored three points lower than Capital One and Coca-Cola overall. Males felt a little more inspired by the Coca-Cola and Reese’s ad than they did by the Infiniti ad.

Music Sets The Stage

A final observation is that the ads without a strong musical underpinning tended to be eliminated in the early rounds. Northwestern Mutual’s “Knowing” was the least successful ad of the tournament, and got slaughtered in the first round by Allstate. Allstate in turn didn’t make it out of the second round. Buffalo Wild Wing’s “Foodoo” spot was also knocked out early, in spite of a strong dark humor streak. And Enterprise didn’t make it out of the first round, despite leveraging the undoubtedly popular actress Kristen Bell. It’s absolutely true that not all ads need strong audio. It may be coincidence that none of these spots featured a strong music presence to anchor the spot emotionally…or it may not.

We hope you’ve enjoyed March AdNess!

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Advertising Audience Insights

March AdNess Finals Results

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Finals Preview

In the final match, results are determined by Overall Scores. These overall scores are comprised of the Feelings and Emotions scores, as well as Veritonic’s proprietary alogrithms. Whichever ad has the higher Overall Score will be declared the first March Adness champion!

Competing in this final match will be two ads that feature soulful hits from the 70s: Reese’s “Spring Song” with Marvin Gaye’s 1973 “Let’s Get it On”, and Capital One’s “Ringtone” ad with Gloria Gaynor’s 1978 hit “I Will Survive.” Will the sexy Reese’s ad win the tournament? Or will the star-studded Capital One ad take the win?

Reese’s vs. Capital One


Reeses began the match will with a strong showing among Females as Marvin Gaye intended. His catalog of seductive tunes were written to connect with the emotions of women.  The data confirms Reese’s musical selection for this spot.  Female panelists gave Spring Song an 85 overall, while Males only gave it an 82.

Interestingly, both ads performed better across the younger demographic (18-35) even though they both use songs from the 70s. Millennials gave the Reese’s ad an 85 overall, whereas the older demographic (36-55+) gave it a slightly lower (but still statistically significant) 82.

By contrast, the Capital One ad performed significantly better with the younger demographic (84) than with the older segment. The older demographic, who are likely more familiar with the song, gave it a much lower score (77). Perhaps the older demographic is a little less enthusiastic about these songs since they’ve been exposed to them for a much longer amount of time?

Overall, Reese’s scored better than Capital One across every single emotion and feeling except for Energetic, where the ads tied. Reese’s scored six points higher than Capital One on Happy, Inspiring, and Likable. These consistently high scores across all dimensions gave Reese’s a higher overall score:

Veritonic March AdNess Final Scores

Panelists were also more consistently Excited throughout the Reese’s ad than the Capital One spot.  Capital One’s “Ringtone” on the other hand was perceived as Happier throughout, including a strong “Happy” peak around the eleven second mark.

Emotions Throughout Reese’s “Spring Song” Ad
March AdNess Reese's Engagement
Emotions Throughout Capital One’s “Ringtone” Ad
March AdNess Capital One Engagement

In the battle of Marvin Gaye vs. Gloria Gaynor, Marvin took the medal. The strong emotional appeal of the music in the Reese’s spot was able to provide tremendous emotional texture to a concept as simple as a chocolate bunny kissing a jar of peanut butter.  The Capital One spot also used music as a central part of its concept, but it clearly didn’t hit all of the emotional notes as well as Reese’s.

Capital One certainly “survived”, but it didn’t “Get it on” quite like Reese’s. Reese’s took a four point lead with its overall score making it the first ever March Adness champion!

Final score: Reese’s 84, Capital One 80

Champion:
Veritonic March AdNess Champion Reese's

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Advertising Audience Insights Branding

Round 3 Results Part 2

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Capital One vs. Coca-Cola


Marketing powerhouses Capital One and Coca-Cola gave us the tightest match yet of the tournament: after viewing the ad, Capital One’s spot featuring “I Will Survive” with Samuel L. Jackson, Charles Barkley, Spike Lee, and surprise guest Gloria Gaynor, was TIED for Purchase Intent with Coca Cola’s Cinderella ad featuring a waltz.

The referees huddled and went to the tie-breaker.  After careful review of the videotape and the data, they announced the results: after viewing the ads, intent to use Capital One went up nine points from prior to viewing the ad, whereas for Coca-Cola it went down two points!

For Tournament Viewers, the post-exposure intent scores were much higher. Capital One had a post-exposure intent score of 84 while Coke had a post-exposure intent score of 83.

Males showed a much stronger intent to purchase Coca-Cola than Females: eight points higher!  Males’ intent to purchase Capital One was also higher than females, but only by three points. Overall, females showed a small preference for the Capital One ad whereas the male demographic showed a preference for the Coca-Cola ad. The younger demographic gave both Coca-Cola and Capital One 80s for intent and the older demographic gave them both 72s.

Final Overtime Score: Capital One 84, Coca-Cola 73

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Round 3 Results Part 1

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Semifinals Overview


In the semifinals, matches are decided by Purchase Intent: how likely are panelists to buy the good or service after being exposed to the ad? In case of a tie, matches will be decided by the difference between intent pre– and post-exposure. Pre-exposure intent measures how a panelist feels about a brand before any exposure to a specific ad, while post-exposure intent (obviously) measures the intent after exposure. 

The Semifinal matchups are:

  • Funny and Sexy vs. Inspiring and Emotional, with Reese’s Spring Song and Infiniti’s “Hardwood Heroes: Unbustable” (Today, March 30)
  • Classy and simple music vs. music used as comedy, with Coca-Cola and Capital One (Friday, March 31)

Reese’s vs. Infiniti

The smart money had Reese’s taking this match, with Infiniti’s inspirational cancer survivors pushing it to the end, on the theory that the seductive sweets receive far more daily consideration than luxury automobiles.

Inifiniti’s Hardwood Heroes did perform well: they pushed Infiniti to a remarkable 18-point swing in Purchase Intent!

In spite of Infiniti’s improvement, it simply started with too big a deficit to overcome.  In fact, Reese’s jumped out to an early lead and never relinquished it, recording a 10-point win in Purchase Intent.

The Reese’s spot worked particularly well with Tournament Watchers, who gave Reese’s an intent score that was two points higher than the general population score.

Males and Females shared similar purchase intent for both brands. Purchase intent for Females was 1 point higher than Males for both brands.

Millennials on the other hand had a Purchase Intent score for Reese’s that was three points higher than the older demographic (36-55+). Perhaps they have a bigger sweet tooth? Or those smooth jams really enticed them! The same demographic split played out with Infiniti, with the younger demo scoring the ad eight points higher than the older group.

Final Score: Reese’s 84, Infiniti 74

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Advertising Audience Insights

Round 2 Results!

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Round of 8

The remaining 8 NCAA corporate sponsors competed in the Round of Eight to see whose ads evoke Emotions most strongly. Scoring in this round is an average of the emotions Excited and Happy, and does not include the Feeling scores from the Round of Sixteen. Whichever brand achieves this higher overall emotions score will move on to the Final Four. Competing in the second round, we have two snack giants Reese’s versus Nabisco; auto company Infiniti versus auto insurer Allstate; Capital One versus Wendy’s; and Coca-Cola versus Pizza Hut.

Reese’s vs. Nabisco


In the Emotions round, the two snack food giants battled it out: Reese’s “Easter Peanut Butter Egg ‘Spring Song’” and Nabisco’s Ritz “Crisp & Thins Explosive“. The sweet and smooth peanut butter-chocolate treats had a Happy score that was four points higher than its crispy and salty competitor. Both ads shared the same level of Excitement, but Reese’s score for Happy broke the tie.

Millennials in particular loved Reese’s smooth ad. The Happy and Excited scores were much higher than the older demographic (36-55+): eight points higher for Excited and four points higher for Happy

Females had a similar response to the spots, albeit not quite as strong.  They liked the Reese’s ad more than males did, four points higher for Excited, two points higher for Happy. But females also responded better to the Ritz’s spot than men, giving it an Excited score four points higher than the male score.

Of course, Tournament Watchers had a different reaction: for this group, the companies tie on Happy…but Ritz’s took a four point lead for Excited.   

Once again, the ad powered by Marvin Gaye triumphs!

Final Score: Reese’s 84, Nabisco 83

Infiniti vs. Allstate


Infiniti entered the round as an underdog to Allstate: the pros feared that the darker vibe of the Infiniti’s “Hardwood Heroes: Unbustable” ad might negatively impact its score for Happy, while Allstate had Dean Winters’ portrayal of Mayhem as a Bracket Buster to lighten it up.

Infiniti started strong with a two point lead for both Excited and Happy.  These results were reinforced with Females, where Infiniti’s ad scored two points higher for Excited, and Allstate’s ad scored two points lower for Happy, which showed that Infiniti’s ad was a clear winner across this demographic.

In the end, Infiniti pulled out a two point win over Allstate.  Infiniti’s cancer survivors playing basketball did not impact its Excited and Happy score in a negative way.  Meanwhile, the humor of the Allstate ad did not make it perform any better in these areas.

Final Score: Infiniti 79, Allstate 77

Capital One vs. Wendy’s


Capital One and Wendy’s competed in round 2 in a faceoff of lighthearted ads. Wendy’s brought facepainting fans and fresh beef to the matchup, while Capital One’s “Ringtone” spot brought Samuel L. Jackson, Charles Barkley, Spike Lee…and Gloria Gaynor!?!?!??

Wendy’s basketball-themed ad had appeal for Millennials, who ranked the ad four points higher on both Emotions than the general population.  But in a preview of the overall match, Capital One’s ad scored even better across this demographic: six points higher on both emotions.

The outcome of the match was really sealed by the Female demographic, who scored the Wendy’s ad four points lower for Excited and six points lower for Happy, versus the general population.  As with the millennials, the female demo ranked Capital One’s music driven ad six points higher on both emotions.

Tournament watchers scored the Capital One two points higher for both Happy and Excited.  So it’s no surprise that overall, Capital One’s music-driven ad scored two points higher on both Happy and Excited, helping them beat Wendy’s by two points overall.

Final Score: Capital One 81, Wendy’s 79

Coca-Cola vs. Pizza Hut


The final match of the second round featured a tight match between Coca-Cola and Pizza Hut.  Coke brought a waltz to the Big Dance, while Pizza Hut brought Grant Hill, amazing sneakers, and a hip-hop soundtrack.

Pizza Hut jumped out to an early lead on the strength of their showing with Millennials, who gave the ad Happy and Excited scores four points higher than Coca-Cola’s.

In a foreshadowing of the rest of the match, however, Pizza Hut’s punny “Pie Tops” ad simply didn’t resonate with the general population. It had a Happy score that was two points lower than the simpler and more romantic Coca-Cola ad.

With the general population, both ads shared the same Excited score.  Coca-Cola’s overall lead was driven by the older demographic (36-55+) who gave the Coca-Cola spot a very high score (80) for Happy.  This higher Happy score gave Coca-Cola the win. Coca-Cola only beat Pizza Hut by a point.

On a side note, both ads did not appeal as much to the Female demographic, where the Happy and Excited scores were two-four points lower than the general population..

Final Score: Coca-Cola 78, Pizza Hut 77

Join us Thursday at 2pm ET for the first Semifinal matchup!

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Advertising Audience Insights

Round 1 Results!

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Round 1 Results

 

Reese’s vs. LG


The initial matchup in the round of 16 features two humorous ads: Reese’s “Easter Peanut Butter Egg” and LG’s “Game On with ‘Mascots Knock‘”. Reese’s seductive ad features Marvin Gaye’s “Let’s Get it On” playing in the background, and uses the music to create an early six point lead in the attributes of Likable and Inspiring.  LG’s funny looking mascots act out the commercial to a catchy guitar and drum riff, but can’t catch up to Reeses.

At the game’s end, Reese’s chocolate bunny beats LG’s mascots by two points. Even so, LG’s “Mascots” performed very well, especially considering that it didn’t have the help of an iconic song in this spot.

Final score: Reese’s 83, LG 81
 

Nabisco vs. Unilever/Dove


The next match up is a battle of the CPG giants Nabisco and Unilever. Nabisco’s Ritz Crisp & Thins “Explosive” went up against Unilever’s Dove Men+Care “Real Winners Care“. Ritz’s ten point lead for its Playful score boosted its overall Feelings score and ultimately pushed Nabisco into the next round. It truly was an “explosive” performance! Nabisco took a three point lead in this “Feelings” round and won the match.

Final score: Nabisco 81, Unilever 78
 

Infiniti vs. Buick


The two automotive corporate sponsors Infiniti and Buick battled it out in the “Feelings” round. Infiniti’s “Hardwood Heroes” ad depicts fierce athletes training for a basketball game, to a thumping hard rock track… who all happen to be cancer survivors. Meanwhile, Buick’s “Philly and Boston” features 3 coworkers taking a lighthearted road trip in their Buick. 

Infiniti’s emotional spot took a massive twelve point lead in both Energetic and — unsurprisingly — Inspiring.  The more playful Buick ad did not have as strong an impact on its viewers, and fell by six points overall.  This is in spite of Buick featuring the song “It’s Alright” by indie rockers Matt and Kim.

Final score: Infiniti 79, Buick 73
 

Allstate vs. Northwestern Mutual


In this battle of the insurance companies, Allstate’s “March Mayhem: Bracket” and Northwestern Mutual’s “Knowing” fought for their spot in round 2. Allstate’s ad was perceived as notably more Energetic, by 14 points.  Allstate also won on the attribute Unique.  Perhaps most importantly Allstate opened up a 17 point gap on Northwestern Mutual in the attribute of Playful, the single largest gap in scores in the first round! This is likely due to Allstate’s use of humor and the Dean Winters “Mayhem” character in the spot. 

In the end, Allstate slaughtered Northwestern mutual with an eight point lead overall. 

Final score: Allstate 72, Northwestern Mutual 64
 

Capital One vs. Enterprise


Capital One and Enterprise tried to earn their place in round 2 in a matchup subtitled “Battle of the Spokespeople.” Capital One’s “This is March Madness – Ringtone” and Enterprise’s “If Only” ads both starred well-known actors. Capital One’s spot featured longtime spokesman Samuel L. Jackson, accompanied by Charles Barkley and Spike Lee. Enterprise featured actress Kristen Bell. 

Both spots take a humorous approach.  Despite this similarity, Capital One took a strong six point lead for Energetic and Playful.  The difference?  Samuel L. Jackson’s cover of “I Will Survive”…accompanied by songstress Gloria Gaynor! 

As a result, Capital One’s upbeat, musically-driven ad beat out the less musical Enterprise ad by four points.  

Final score: Capital One 79, Enterprise 75
 

Marriott Rewards vs. Wendy’s


It was a tough, brutal  competition between hospitality giant Marriott and fast food restaurant Wendy’s.  The competitors were tied in a number of Attributes, like Optimistic and Unique.  In others, both players held a small lead: Marriott led by 2 points in Inspired, for instance, while Wendy’s led by 2 points in Playful.  Wendy’s score for Energetic was four points higher than Marriott’s, which helped them take a small lead.  

In the end, Wendy’s “Going the Extra Mile with the NCAA” edged out Marriott’s “Through the Madness” by a single point. 

Final score: Wendy’s 77, Marriott Rewards 76
 

AT&T vs. Coca-Cola


The top of the second bracket featured 2 major advertisers using music front-and-center in their spots: AT&T’s “Parking Booth” and Coca-Cola’s “Cinderella”. The AT&T spot featured an  adaptation of Aerosmith’s “I Don’t Want to Miss a Thing,” sung by comedian Dan Finnerty. The Coca-Cola ad has a more romantic song, the waltz-style “Fully Fashioned” by George French, front-and-center in the spot, which visually focuses on the image of a Coke bottle. 

Both spots were tied for Unique, but in all the other dimensions, AT&T’s spot misses the mark.  

The AT&T ad is intended to be humorous, but Coke’s spot is still perceived as more Playful.  Ultimately, Coca-Cola was able to open up an eight-point gap for Likable and Inspiring, from which AT&T was never able to recover.  

Coke takes the first round by four points, and the schmaltzy waltz wins the first dance.

Final Score: Coca-Cola 78, AT&T 74
 

Pizza Hut vs. Buffalo Wild Wings


The final matchup of round 1 featured fast food phenoms Pizza Hut and Buffalo Wild Wings both featured “punny” ads. Pizza Hut’s “$7.99 2-Topping Pizza featuring Grant Hill and PIE TOPS” (their emphasis, not ours!) faced off against Buffalo Wild Wings “Foodoo”.  Buffalo Wild Wings kept the match tied with Unique (both scored a 76), and kept it close with Playful (a 76 to Pizza Hut’s 78).  But Pizza Hut started to open a bigger gap with Likable (a 76 to Buffalo Wild Wings’ 74), and then cracked it open with an 8-point spread on Optimistic.   

In the end, the Pie Tops stomped on the Foodoo Doll (watch the spots to see what they mean).  Pizza Hut defeated Buffalo Wild Wings by four points overall.

Final Score: Pizza Hut 77, Buffalo Wild Wings 73
 

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Advertising Audience Insights

Round of 16 Preview

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Round of 16 Preview

 
16 powerful and creative ads from top NCAA sponsors like Coca-Cola and AT&T will face off to see whose ads evoke the most intense Feelings. This group of brands bring a diverse set of approaches to their advertising. The styles range from the intentionally comical, like Buffalo Wild Wing’s “Foodoo”, to Infiniti’s intense and serious “Hardwood Heroes,” to the matter-of-fact ads like Buick’s “Lacrosse ‘Philly and Boston’”, to the completely music-centered Reese’s “Easter Peanut Butter Egg”.March Adness: Round of 16 Preview

Stay tuned for highlights like:

  • The battle of CPG giants Nabisco and Unilever: find out whose ad is more playful!
  • Will the simple and romantic “Cinderella” ad from Coca-Cola defeat the comical “Parking Booth” AT&T ad?
  • Insurance giants Allstate and Northwestern Mutual match up: will Allstate’s Mayhem be more Energetic than Northwestern Mutual’s Thinking?
  • The Auto Crash: will Buick’s “Philly and Boston” spot be more Likable than Infiniti’s Hardwood Heroes?
  • And many more!

Scores in this round are an average of the feelings Energetic, Inspiring, Likable, Optimistic, Playful, and Unique. Whichever brand achieves the higher overall feelings score will move on to the Round of 8.

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Advertising Audience Insights

Announcing March AdNess — Press Release

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The Thrill of Victory, the Ad-gony of Defeat: Audio Analytics Platform Veritonic Pits NCAA Tournament Sponsors’ Ads in March AdNess Showdown

 
New York, NY — March 27, 2017 — Everyone’s talking about how teams in the NCAA match up. But what if the tournament’s sponsors competed, putting their ads in play?

Veritonic, the premier marketing analytics platform for sound, wanted to find out, so they launched March AdNess, in which ads’ sound and music go neck and neck, and only the sonically strongest survive. Full of upsets, underdog victors, and other surprises, this tournament promises to be as exciting as college basketball’s big event!

Sound is one of the most compelling elements in advertising, yet was neglected by analytics platforms until Veritonic jumped into the game. “There are tools for measuring almost every other aspect of content’s effectiveness, except sound,” explains Scott Simonelli, founder and CEO of Veritonic. “We’re providing the final piece of the puzzle. We help brands benchmark and test the emotional and demographic appeal of music, audio logos, voiceovers, and other audio assets used for marketing.” Veritonic combines proprietary marketing-response data with predictive algorithms and a unique demographic search engine, giving users insight into how their audio content fits with specific marketing goals.

The March AdNess tournament will also give insights into which of the 16 top NCAA tournament sponsors have scored a slam dunk with their ads’ soundtracks. Here’s how Veritonic did it: They assembled a panel of US Census-representative viewers from the general population, who interacted with the ad challengers via Veritonic’s patent-pending technology, which allows them to record their Emotions (more basic, visceral responses) and Feelings (more nuanced impressions, such as Energetic or Optimistic) as the ad plays. Panelists were also asked to report associations the ad evoked, including purchase intent and viewership of the actual NCAA tournament.  

The matches in each round will be scored using specific metrics collected by Veritonic’s platform. Scoring in the Round of Sixteen is based on the Feelings each ad evokes: how Energetic, Inspiring, Likable, Optimistic, Playful, and Unique each spot is. The Round of Eight will be scored on how well the ads evoke Happiness and Excitement. The Semifinals will be scored based on the impact each spot has on Purchase Intent, and the Finals will be scored using Veritonic’s proprietary algorithms to produce an Overall score.

Scores for all “competitors” and matches will be available at blog.veritonic.com/marchadness, chronicling each tournament milestone:

  • Round of 16: Monday 3/27
  • Round of Eight: Tuesday 3/28
  • Semifinals: match 1 Thursday 3/30, match 2 Friday 3/31
  • National Championship:  Monday 4/3

“The first round of matches makes clear the importance of music in establishing the mood of the spot and helping a marketer to achieve their goals,” explains Simonelli. “The spots that best evoke Feelings use music in a way that’s central to the spot, like Reese’s skipping a voiceover entirely and using ‘Let’s Get it On’ by Marvin Gaye, or Ritz Crackers and LG relying on heavily on music and saving the voiceover to the end of their spots. The lowest performers in the first round, by contrast, either don’t emphasize music, like Northwestern Mutual, or rely entirely on voiceover, like Allstate.”

“We were really surprised by some of the results,” Simonelli continues. “There were some upsets we didn’t predict, some come-from-behind victories. It really shows that just going with your gut isn’t enough when it comes to evaluating what works for sound in advertising and marketing. You need the data, and that’s what we’ve figured out how to gather and analyze.”

 

About Veritonic:

Veritonic is the premier marketing analytics platform for sound.  We help brands like Subway, Coca Cola,  Edmunds.com and CBS Television make data-driven selections about the audio elements of marketing campaigns.  Our software tests and benchmarks the emotional and demographic appeal of audio assets like music, voiceover, audio branding, and more.

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Audience Insights Branding

Introducing the QSR Index

Veritonic QSR Index

Veritonic Index of Brand Effectiveness

The Top Quick-Serve Restaurant Advertisers

 
As one of the biggest ad spenders, the Quick Service Restaurant (QSR) industry is a bellwether of the advertising industry. Veritonic has used its technology to evaluate a curated set of ads from each company to come up with a metric for the overall performance of the QSR industry’s advertising.

[visualizer id=”839″]

Source: Veritonic QSR Index Survey. ©2017 Veritonic, Inc.

Key Takeaways

 
A few trends are immediately obvious.

First, the scores for any one brand may vary dramatically from quarter to quarter. Dunkin Donuts, for instance, moved from a 70 in Q3 to a 65 in Q4. This reflects the challenges that marketers at these companies face. Consistently crafting compelling and engaging messages is really, really hard. Add in the hard reality of continuously changing consumer preferences, and a tough competitive set, and it’s no surprise that a brand’s marketing performance will vary.

Second, the average scored moved DOWN in Q4. This may be a reflection of the Olympics as much as anything: some major QSR brands, including Subway and McDonalds, were on-air near constantly during the Olympics, with highly aspirational brand ads that scored really well in Veritonic’s index. It’s not a shock that brand ads, focused on reinforcing each brand’s key messages and values, performed better — in some cases, substantially better — than product or promotional spots. (“Come in now for a limited time value menu!”)

Veritonic QSR Index Average

Lastly, not all brands are good at conveying their brand values in media. The lowest performer in our index is Starbucks, which (perhaps) spends more focus on their in-store experience than on marketing. They also spend relatively less than some of these other brands. In 2016, for instance, Starbucks spent approximately $387MM on Marketing, which is about 1.8% of their overall sales.

McDonalds, by contrast, spends almost 80% more relative it’s size, with about 3.2% of revenue going back into marketing. (That’s over $800MM.)

Methodology

 
Over 3000 panelists were surveyed beginning in July, 2016. The panel was carefully modeled to reflect US Census-representative distributions of age, gender, ethnicity and race. Household income and data about a variety of other demographic and psychographic factors were also collected.

Panelists were asked to record their emotions as the ads played. Panelists were then asked about a generalized basket of other feelings and associations the music and ads evoked.

All emotions and engagement were tracked using Veritonic’s patent-pending EchoTime™ technology.

Finally, scores were calculated using a proprietary algorithm that combines emotional response, engagement, and Veritonic’s EchoTime™ data.

Up to 2 ads from each brand were selected for evaluation. Ads were assigned to the quarter closest to when they launched, and thus not every brand was evaluated in each quarter.

Individual Results

Ads Brands Overall Excited Happy Authentic [stag_icon icon=”sort”]
QSR Index of Brand Effectiveness — Average Scores
69
74
77
65
[stag_icon icon=”caret-down”] 1
Burger King
71
78
83
65
[stag_icon icon=”caret-up”] 2
Subway
71
76
78
65
[stag_icon icon=”caret-up”] 4
Chipotle
70
76
82
65
[stag_icon icon=”minus”]
Arby’s
70
78
78
68
[stag_icon icon=”minus”]
KFC
70
74
76
65
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This report includes detailed data for the top 5 brands tested. If you’d like details on other brands or attributes, or to have your brand analyzed, please contact us.
Wendy’s
70
76
80
65
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Taco Bell
69
74
74
64
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Jimmy John’s
69
76
78
65
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Panera Bread
68
72
78
68
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McDonald’s
68
74
76
65
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Pizza Hut
67
75
74
64
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Quiznos
67
74
74
62
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Dunkin Donuts
65
65
74
64
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Starbucks
59
60
74
65
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About Veritonic

 
Veritonic is the premier marketing analytics platform for sound. We help brands benchmark and test the emotional and demographic appeal of audio logos and other audio assets used for marketing, like music and voiceover. The Veritonic platform combines proprietary marketing response data with predictive algorithms and a unique demographic search engine giving our clients insight into how their audio content fits with specific marketing goals.

If you have questions about how your music and audio content stacks up to your competition, contact us.

If you have questions about the value of the music or audio content you are using in your marketing, contact us.

If you have questions about how to improve your music selection and the equity that your brand enjoys in music, contact us.

We turn audio files into valuable marketing assets.
 

Categories
News

Product Update: Catalog

You’re an editor cutting a video, and you need to select a background music track. You run through a mental checklist: This is for a dramatic moment, the inspirational climax of this piece. So you start searching the libraries of music at your fingertips.

First is your iTunes, since that’s where you usually keep your top tracks. Next you go to your web browser, click on Favorites, and go to the first music library your company has a license to. It’s name begins with “A”, since you have them organized alphabetically. You then select a tempo, say, 120 BPM; “strings,” since you think a swelling orchestral arrangement would fit here. Then you select from “mood”, even though you realize that the tracks in this bucket were tagged by an intern 4+ years ago, and it’s got more than 29,000 results, so you click through the first six or seven, hoping you hear something that catches your attention…

Does any of this sound ideal?

We think music selection for marketing and advertising has a real data problem. But a lot of that is because music selection has a real workflow problem. In an ideal world, an editor wouldn’t have to click through multiple libraries, housed both on her computer and in the cloud, and wouldn’t rely on data entered by an intern.

At Veritonic, we’ve been heavily focused on the data side of the problem. But in December, we launched a new feature in beta to begin addressing the workflow side of the equation. Meet Catalog.

Catalog enables users to quickly and easily filter by the emotional and marketing response they want to evoke in their audience. Rather than relying on metadata, which we’ve discussed before, editors, producers, marketers and other content creators can use specific emotions to filter through the set of tracks in their catalog. Where applicable, they can also include catalogs from our Publisher partners.

Simply select “Your Catalog” in the left-hand nav.

Your Catalog

Then, click on the appropriate asset type: music, video, audio logo, etc.

Your catalog option

Lastly, enter specific attributes, including both Emotions and Feelings. The platform will scan your catalog for the top tracks with that set of attributes, revealing the best tracks that evoke the specific response you’re seeking.

Your catalog selection

As one of our beta testers said, the feature quickly identified the top 5 tracks he could consider, which “gave me the confidence to move forward really quickly.”

We’ll be refining the feature in upcoming releases, including the ability to select a creative brief you’ve previously set up.

Questions or additional feature requests? Please contact your account manager, or let us know in the comments!