Turner Mexico and Turner Colombia have engaged Parrot Analytics to acquire insights from a continuous study of consumer behaviour. In addition, Turner Mexico and Turner Colombia have become commercial subscribers to Parrot Analytics’ proprietary global TV demand measurement system.
Recently, Turner Colombia invited Parrot Analytics to share relevant trends for the Latin American media ecosystem at a recent meeting of the Latin American Media Advertising
Council in Bogotá. At the meeting, Alejandro Rojas, Parrot Analytics’ Director of Applied Analytics, introduced some case study examples of the successful integration of brands into content. According to the study that was made public at the event, titles with brand associations now comprise a significant portion of new releases in Latin America, as well as in the U.S. and Europe, with one out of every five new titles having branded content elements. Further, the titles with brand associations drive higher demand in all regions.
“Our objective is to turn these powerful insights from Parrot Analytics into a competitive advantage in the market,” said Sharon Zyman, General Manager and Ad Sales Vice President, Turner Colombia. “We want to produce content that people want to watch, and brands want to be involved with, and we are arming ourselves with the data and insights to do just that.”
Alexander Nempeque, Ad Sales Data and Insights Director, Turner Colombia, added: “We’re also focusing our efforts on developing projects that integrate data, creativity and technology to not only better serve our expanding audiences but also choose from branded entertainment options wisely. Turner has tapped Parrot Analytics to seamlessly combine the best of the worlds of science and art.”
As part of the presentation, Rojas drew examples from some of the most in-demand shows today. Casa de Papel and its association with Estrella Galicia beer in Spain and Brazil, for instance, helped increase demand for the series by 34% in those countries year-over-year in 2018. In Brazil, demand for Casa de Papel was nonexistent in 2017, but in 2018 demand was higher than in was in Spain on a per capita basis. The success of the show correlated with key financial landmarks for Estrella Galicia: Sales went up 9 per cent in 2018 and profits went up 21 per cent as well.
For Game of Thrones, the frequency of brand associations was key in driving up demand. The creative combination of Oreo with Game of Thrones yielded a limited-edition cookie and a cookie-themed version of the opening sequence of the series which quickly went viral. Similarly, the spontaneity of the “hidden Starbucks cup” stunt made Starbuck the most-mentioned brand associated with the show.
“Overall, we found that wide implementation across multiple platforms, pre- and post-launch timing of branded strategies, and the originality of the branded strategies were key indicators that demand would increase for content that included brand associations,” said Alejandro Rojas.