Archive for the ‘Brand Recall’ Category

Nielsen Product Placement Recall Score Cracked

August 26, 2009

Nielsen IAG released its Top 10 Most Recalled In-Program Placements focused on brand/product placements that occurred in new summer series on the broadcast networks during the July 13 to August 16 period.

Nielsen’s definition of their Recall Score:

The percentage of television viewers who can recall within 24 hours the brand/product of an In-Program placement they were exposed to during the normal course of viewing new summer series. These scores are then indexed against the mean score for all placements occurring in these programs during the time period (Recall Index). 100 equals average.

Recall Score: In Program Product Placements

Recall Score: In Program Product Placements

As you can see from their list, Coinstar far outdistanced the other brands.

Was it because their brand demanded more viewer attention than the other brands?

Or was it because the show’s setting was more conducive for creating the context necessary for brand recall?

An interesting footnote from Nielsen about their Recall Score:

For this analysis, In-Program placements were only considered if the occurrence had visual elements (i.e., was “seen” on-screen) or both visual and auditory elements (i.e., was both “seen” and “mentioned”). Only first-run episodes were considered. Both planned and incidental exposures were included.

I think it would be instructive for Nielsen to delineate their recall scores by which brands had either a visual brand cue or both visual and auditory brand cues.

By the looks and sound of Nielsen’s summer series period results however its obvious to me Coinstar placed first because it employed both visual and auditory brand cues – not just one.