The Canadian Broadcast Industry The Landscape

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Broccoli A Case for Television Advertising
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The Broccoli Campaign

• In an environment of
• media hyper-fragmentation,
• rapidly advancing technology,
• advertiser pressure to demonstrate results,
• anti-television research sentiment,
• the Television industry had to provide its
  advertising partners with renewed proof of the
  power of Television advertising.
• The Broccoli campaign was our answer

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The Broccoli Campaign
Insert case study video
http//www.tvb.ca/BroccoliCase/BroccoliCaseVideo.w
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Why Broccoli?

• john st, (TVBs creative partner) recommended an
  actual case study as the best way to prove the
  power of TV
• Broccoli was an unadvertised product perfect
  for an advertising effectiveness test
• Broccoli is an un-owned product, one which we
  could anonymously commandeer for our test
• Broccoli had little to no top-of-mind advertising
  awareness, is a generally disliked product, but
  being a highly nutritious food, would be
  beneficial to Canadians as an advertising message

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How did we do it?

• As a not-for-profit association, TVB could not
  fund a television advertising campaign
• The media airtime was donated by TVB member
  stations
• TVB paid the hard costs of commercial production
• Our creative agency and their production partners
  provided their services pro-bono because they
  believe in the power of television advertising
  and agreed that it was in the advertising
  communitys best interests to set the record
  straight

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What did we do?

• The campaign had two primary measurable goals
• To prove that television could make a mundane
  product such as broccoli relevant by raising
  top-of-mind ad awareness by 20 points and intent
  to purchase by 10 points
• To increase year-over-year sales of broccoli by
  5.
• Achievement of these goals would clearly
  demonstrate televisions ability to build brands
  (even as the sole medium), and should be a part
  of any media mix

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What did we do?

• TVB approached this campaign as if it were a
  product launch
• As primary grocery shoppers, W25-54 were
  identified as the target audience
• john sts media agency partner recommended we
  support the launch with 1,500 grps over the
  course of the campaign
• The Broccoli campaign was initially planned as a
  6-week flight i.e. 250 grps per week, however
  due to talent issues we had to condense the
  campaign to 5-weeks and adjust the weight level
  to 300 grps per week (achieved to 275)

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What did we do?

• The campaign ran from January 4th, 2010 to
  February 7th, 2010
• Campaign timing was determined by the greater
  availability of airtime in a traditionally
  low-demand period
• Weekly GRP objectives were defined as 60 prime,
  with a 60/40 conventional/specialty GRP split
• Prime was defined as 7-11pm for conventional
  stations, and 5pm-12am for specialty stations

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What did we do?

• Unlike traditional television executions, donated
  airtime was 100 ROS, but consistent with
  established prime and specialty goals
• To manage the GRP tracking task, the target
  markets were limited to Ontario and B.C.
• Every EM in both provinces was part of the
  campaign, and individual market objectives took
  spill into account

Ottawa (E) Kingston Peterborough Barrie Toronto Kitchener London Windsor Sudbury/Timmins/North Bay/SSM Thunder Bay Okanagan-Kamloops Terrace-Kitimat Prince George Dawson Creek Vancouver
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Programs
24 90210 20/20 30 Rock 48 Hour Mystery Access Hollywood All My Children American Idol Anthony Bourdain Appt with the Arts As The World Turns Avonlea Bernie Mac Best Recipes Ever Big Bang Theory Biggest Loser Bold Beautiful Bones Bonnie Hunt Boston Legal Rotation Breakfast Television Breaking Point Brothers Sisters Canada AM Cash Cab Castle Chopped Chriss Angel Cityline Cold Case Comedy Hour Conviction Kitchen Coronation Street Cowboy Country Criminal Minds CSI CSI Miami CSI New York Curling Hearts Prime Daily Planet Daily Show Days of Our Lives Death To Town - Kids in Hall Deep Space Nine Degrassi Degrassi Next Generation Designed to Sell Desperate Housewives Destroyed In Seconds Dharma and Greg Dirty Jobs Disney/CBC Movie Doctors Dollhouse Dr. OZ Dr. Phil Dr. Quinn Dragon's Den Ellen End Leash Entertainment Tonight ER ET Canada Everyone Hates Chris Extreme Cuisine Extreme Makeover Home Family Guy Fashion Television Fifth Estate Flashforward Flashpoint Football US College Frasier Friends General Hospital Ghost Hunters Ghost Whisperer Glee Golden Globe Awards Good Wife Gossip Girl Grammy Awards Grey's Anatomy Heartland Holmes on Homes Home Improvement Hour House House Hunters How I Met Your Mother In The Kitchen Inner Space Inside the Actors Studio Insider Intervention Jamie Oliver Jay Leno Jeopardy Judge Joe Brown Judge Judy King of Queens Kitchen Night Last 10lbs Law Order Law Order SVU Law OrderCI Let's Make a Deal Letterman Little House on the Prairie Look-A-Like Lost Lots of daypart rotation Lots of local news Lots of syndicated strip Man vs Wild Marketplace Maury Povich Medical Medium Melrose Place Mentalist Mercy Metropia Michael Coren Monk Murder She Wrote Murdoch Mysteries Myth Busters National Nature of Things NCIS NCIS LA Newlywed NHL No Snooze Tuesdays No Way! It's Thursday Numb3rs O.C. Office Old Christine One Life to Live Oprah Party Mamas Passionate Eye People's Choice Awards Planet Earth Poker Power Politics Price Is Right Private Practice Property Virgins Providence Rachel Ray Ramsey Real Housewives of Atlanta Real Housewives of New Jersey Real Life Regis Kelly Republic of Doyle Restaurant Makeover Revamped Rez Bluez Ricardo Sanctuary Seven-2-eight Shimmy Simpsons Smallville SNL Weekend Update So You Think You Can Dance Star Trek Enterprise Star Trek NG Stargate Atlantis Stargate SG 1 Sue Thomas F.B. Eye Supernanny Supernatural Survivor Tennis Australian Open The Waltons This Hour Has 22 Minutes Throwdown Til Debt Do Us Part TMZ Tonight Show Top Chef Torry and Dean Trauma Travelling Chef Tudors Two and a Half Men Tyra Vampire Diaries Verminators View Wedding SOS Weight Loss Wheel of Fortune Without a Trace X Weighted Young Restless
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The Broccoli creative
Insert commercials
http//www.tvb.ca/BroccoliCase/BroccoliCommercials
.avi
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The Broccoli Website

• To add legitimacy to the campaign, a website was
  created to respond to the call to action included
  in each commercial
• Content on the site was limited to static pages
  espousing the virtues of broccoli and offering a
  few recipes

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The Results

• In short,
• the campaign was a unequivocal success!

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Measurement

• Pre and Post flight surveys were conducted by
  Ipsos Reid in October 2009 and February 2010
  the sample base was 1,636 adults between the ages
  of 18 and 64
• Year-over-year sales (volume) were analyzed using
  AC Nielsen data
• Social media and Online were monitored using
  Radion 5 and Google metrics

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Ad Awareness Results

• Overall advertising awareness reached an
  astounding 90 vastly surpassing our goal of a 20
  point increase

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Survey Results

• Top-of-mind awareness for broccoli grew from no
  mentions to being the second most mentioned
  produce in the grocery aisle
• 13 of respondents indicated they purchased at
  least one more bunch of broccoli on their latest
  shopping trip as compared to the pre-campaign
  period
• Intent to purchase at least one more bunch of
  broccoli increased by 13 points compared to the
  pre-campaign period which surpassed our intent to
  purchase goal of a 10 point increase

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Product Traits
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Online/Social Results

• Mentions of broccoli or miracle increased by
  444

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Online/Social Results

• Search volume was up 100
• Fans of the campaign created a Facebook fan page
  which garnered more than 17K followers
• Fans posted the commercials to YouTube which
  generated more than 30K additional views
• Fans created more than 15 spoofs which were
  posted to YouTube and viewed more than 20K times

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Sales Results

• Best of all, according to AC Nielsen the volume
  of broccoli sold in Ontario and B.C. increased 8
  in same period year-over-year sales surpassing
  our goal of 5
• Thats an additional
• 188,574
• pounds of broccoli!

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To paraphrase Mark Twainthe reports of my
death have been greatly exaggerated.
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Television State of the Nation
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Television the current super media (Deloitte
Canada, TMT 2011)

• Scientific proof of televisions supremacy in
  generating engagement and recall
• Viewing time is as high as ever (or growing)
• Advertisers continue to invest in television

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TV Update

• Science has proven TV advertising effective
• In 2009 Innerscope Research conducted a Biometric
  study of Canadian advertising to measure the
  subconscious effect that it has on consumers
• Respiration, heart rate, skin conductance and
  movement were measured along with eye tracking to
  determine how engaged subjects were with the
  advertising to which they were exposed
• Subjects were exposed to television advertising
  from 24 national brands each brand had a
  corresponding ad in either Newspaper, Radio,
  Online Video or Online Display
• Television advertising proved to be more engaging
  and generated higher recall that all other media
  included in the study

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TV Update

• Science has proven TV advertising effective

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TV Update

• TV viewing remains strong per capita weekly
  hours PPM

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TV Update

• RTS Fall 2010 - Multi-media time spent per
  capita

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TV Update

• Cross study comparison Weekly hours Adults 25-54

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Source Marketing Magazine May 17, 2010
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TV Update

• Advertisers are producing more and more
  commercials

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TV Update

• TV ad revenues have rebounded following the
  recession

9.5
2.8
0.9
8.0
-7.7
2.5
4.3
9.5
7.2
Source TVB TSS Report
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Thank you!(www.tvb.ca)