Dual screen works for advertisers, says Viggle
Viggle, the entertainment marketing and rewards platform, has released findings from its Brand Effect Study showing that exposure to TV advertisements seen on both television and the Viggle app resulted in higher brand recall. The study concluded that Brand and Message Recall, Likeability, and Purchase Intent were higher for a campaign that took place in May, as a result of a TV advertising buy being extended to Viggle’s platform.
“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.”
As part of the commissioned study, Nielsen surveyed three groups of Viggle members that were defined as TV Only Exposed, Viggle Only Exposed and TV and Viggle Exposed. Those that watched and checked into a TV show where the ad aired, but were not served the ad in the app were defined as TV Only Exposed. A verified check in occurs when Viggle’s patented technology confirms that a user is watching a particular program by sampling and accurately matching the audio. 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 were determined as Viggle Only Exposed. TV and Viggle Exposed users were Viggle users that watched and checked into a TV show where the ad aired and were also served the ad in the Viggle app.
Key findings from the study found that dual exposure to the ad on both TV and within the Viggle platform boosted resonance, resulting in a 39 per cent increase in brand recall among TV and Viggle Exposed users (46 per cent) versus TV Only Exposed users (33 per cent). Dual exposure also yielded a significant uptick in likeability and interest in the creative with users expressing interest to purchase. The 20 per cent of TV and Viggle Exposed users who were interested in purchasing the product seen in the advertisement was nearly double the number of TV Only users (12 per cent), who felt similarly.
Other key findings from the study include:
- Forty per cent of TV and Viggle users were able to recall the ad, brand and message of the TV ad in comparison to 25 per cent of TV Only users
- Positive Likeability was higher among TV and Viggle users at 46 per cent compared to 37 per cent among TV Only users
- Once respondents recalled the ad, 87 per cent of TV and Viggle exposed users were able to recall the correct brand compared to 79 per cent of TV Only users