Gawker Flipping Out on Bravo TV

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Gawker Flipping Outon Bravo TV
Gawker August 2007
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Objectives Methodology
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AdInsightsSM The Process
Test/Exposed Segment
Attitudinal Impact
Online Survey
Web Site Audience
Control/Unexposed Segment
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Stages of Advertising and Brand Development
Number of Individuals
Unaided and Aided Awareness Ad Recall
Message Association
Increasing Complexity and Value
Brand Attitudes Favorability
Intent
Preference
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Key Findings

• This campaign was successful at increasing the
  awareness of Flipping Out
• Specifically, the overall aided awareness was
  increased by 5.8, online ad awareness by 10.4
  and message association by 8.4
• The ads placed on Gawker.com significantly out
  performed the ads placed on Defamer.com
• Exposure frequency is directly related to the
  increase of brand metrics. In particular,
  respondents exposed to the campaign sixteen or
  more times showed significantly higher behavior
  intent
• About one third of the respondents could identify
  Flipping Out as a Bravo TV program. However,
  the campaign did not increase the respondents
  ability to associate the program with the correct
  TV channel
• The target segment most affected is the group of
  respondents who watch between 10 to 20 hours of
  TV per week.

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Recommendations

• Moving from Awareness to Persuasion
• The two key stages of successful advertising is
  to first increase the awareness then persuade the
  target audience to engage in the desired behavior
  (in this case, tune in the show)
• This campaign has accomplished the first goal,
  therefore, subsequent campaigns may focus more on
  the persuasion aspect of marketing
• Patching the Missing Link
• Though the respondents showed high awareness of
  Flipping Out, they did not necessarily know
  that the program airs on Bravo TV. This is a
  missed opportunity future ad campaigns should not
  ignore
• Keep up the Frequency
• There is strong evidence from this study that
  multiple exposures to the campaign is directly
  correlated with the effectiveness
• Typically, in many online campaigns there is a
  point of diminishing returns after five
  exposures is reached. However, with this
  particular campaign/product it appears that
  benefits continue with a greater frequency of
  exposure

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Overall Campaign Results
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Awareness Metrics

• The Flipping Out campaign on Gawker Defamer
  has been very successful at educating consumers
  about the show
• The campaign successfully increased awareness of
  the brand, awareness of recent advertising for
  the brand and peoples association of the
  messaging in the campaign with Flipping Out

5.8 10.4
8.4
c1,010 e503
Significant change at 95 confidence
Significant change at 90 confidence
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Persuasion Metrics

• The overall results did not show significant
  increases in brand favorability or behavior
  intent
• However, the later section of this report will
  show the persuasion metrics significantly
  increased among some of the key target segments

c1,010 e503
Significant change at 95 confidence
Significant change at 90 confidence
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Brand Attributes

• The campaign significantly increased agreement
  with the attribute has buzz surrounding it
• The highest rated attribute Flipping Out is a
  show about real estate and house flipping, did
  not exhibit a significant increase perhaps
  because of the already high rating of this
  attribute, which may be in part due to the
  respondents direct reaction to the title of the
  TV show

8.0
Significant change at 95 confidence
Significant change at 90 confidence
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Show Premiere Awareness

• About 1/3 of the respondents correctly identified
  the airing channel of the show (Bravo). Those who
  were exposed to the ad were not significantly
  more able to identify the channel
• Significantly more respondents could remember the
  premiere date after being exposed to the campaign
  (2.7). However, still only a small percentage
  of the respondents could remember the premiere
  date time

Significant increase at 90 confidence
Significant decrease at 90 confidence
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Frequency Analysis
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Exposure Frequency Awareness Metrics

• Frequency of exposure played an important role in
  the success of the campaign
• Respondents exposed to the ads with higher
  frequency (specifically, 16 times) showed
  significant increases in aided awareness and
  online ad awareness

11.5pts
17.5pts
Sample Size Control 1,010 1-5 Exp 111 6-10
Exp 104 11-15 Exp 54 16 Exp 234
Significant change at 95 confidence
Significant change at 90 confidence
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Exposure Frequency Awareness Metrics

• Respondents who were exposed to the campaign 16
  times or more were more likely to associate
  Drama for Sale and the correct channel (Bravo)
  with Flipping Out
• Interestingly, those who where exposed to the
  campaign only a few times (1 to 5 times) also
  showed significant increase in message
  association (8.9)

Sample Size Control 1,010 1-5 Exp 111 6-10
Exp 104 11-15 Exp 54 16 Exp 234
Q26. On which of the following networks does
'Flipping Out' air? A Bravo
Significant change at 95 confidence
Significant change at 90 confidence
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Exposure Frequency Persuasion Metrics

• In terms of the persuasion metrics, high
  frequency of exposure is key to increasing these
  metrics.
• Though there are no significant increases in
  brand favorability, the respondents who were
  exposed to the campaign 16 times became more
  likely to watch Flipping Out

6pts
Sample Size Control 1,010 1-5 Exp 111 6-10
Exp 104 11-15 Exp 54 16 Exp 234
Significant change at 95 confidence
Significant change at 90 confidence
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Exposure Frequency Brand Attributes

• Respondents with repeated exposure to the
  campaign also showed significant increase in a
  greater number of brand attributes.

Q25. Please indicate how strongly you agree or
disagree that each statement describes the
television show Flipping Out. Flipping Out
Significant increase at 90 confidence
Significant decrease at 90 confidence
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Media Analysis
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Media Analysis Awareness Metrics

• The Flipping Out campaign ran on two properties
  Gawker.com and Defamer.com
• The campaign was more successful on Gawker.com
  in terms of increasing awareness of the show and
  online ad awareness

9.9pts
14.3pts
Sample Size Gawker Control 649 Gawker
Exposed 308 Defamer Control 361 Defamer
Exposed195
Significant change at 95 confidence
Significant change at 90 confidence
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Media Analysis Awareness Metrics

• Respondents from Gawker.com showed significantly
  higher awareness of the channel (Bravo) where
  Flipping Out aired
• In addition, Gawker.coms respondents became more
  aware of the shows premier date

7.4pts
9.5pts
3.7pts
7.3pts
Q26. On which of the following networks does
'Flipping Out' air? A Bravo
Q28. When does the TV show 'Flipping Out'
premiere? Date A Tuesday, July 31
Sample Size Gawker Control 649 Gawker
Exposed 308 Defamer Control 361 Defamer
Exposed195
Significant change at 95 confidence
Significant change at 90 confidence
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Media Analysis Persuasion Metrics

• In terms of the persuasion metrics, respondents
  from Gawker became more favorable towards the
  brand after exposure to the campaign

5.3pts
Sample Size Gawker Control 649 Gawker
Exposed 308 Defamer Control 361 Defamer
Exposed195
Significant change at 95 confidence
Significant change at 90 confidence
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Media Analysis Brand Attributes

• Respondents exposed to the campaign on both sites
  showed significantly stronger agreement with the
  statement, Flipping Out has buzz surrounding
  it. In addition, respondents from Gawker showed
  significant increase in their agreement with the
  statement, Flipping Out is a guilty pleasure
• The campaign overall did not elicit significant
  increases in the other brand attributes, and
  neither site dramatically outperformed the other
  in terms of brand attributes.

Q25. Please indicate how strongly you agree or
disagree that each statement describes the
television show Flipping Out. Flipping Out
Sample Size Gawker Control 649 Gawker
Exposed 308 Defamer Control 361 Defamer
Exposed195
Significant increase at 90 confidence
Significant decrease at 90 confidence
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Segment Analysis
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Segment Analysis By TV Watching Habit

• This campaign was particularly effective in
  reaching a very important segment, Medium TV
  Watchers
• Heavy TV Watchers started out with high baseline
  in all the awareness and persuasion metrics,
  therefore, few metrics showed significant
  increases
• On the other hand, almost every brand metric
  increased among the Medium TV Watchers

Awareness Metrics
Show Premieres
Persuasion Metrics
Brand Attributes
Significant increase at 90 confidence
Significant decrease at 90 confidence
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Segment Analysis By Income

• This campaign increased online awareness across
  all income brackets. However, only the
  respondents with 45K or less HH income showed
  significant improvement in recalling the premiere
  date
• Respondents with 90K income showed a
  significant increase in message association

Awareness Metrics
Show Premieres
Persuasion Metrics
Brand Attributes
Significant increase at 90 confidence
Significant decrease at 90 confidence
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Segment Analysis By Gender

• Both males and females were successfully educated
  by exposure to the campaign, especially in their
  association of the drama for sale message and
  awareness of recent online advertising
• In addition, female respondents increased their
  agreement with two of the brand attribute
  statements

Awareness Metrics
Show Premieres
Persuasion Metrics
Brand Attributes
Significant increase at 90 confidence
Significant decrease at 90 confidence
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Respondent Profile
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Respondent Profile
Age
Income
Gender
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Respondent Profile
TV Watching Habits
Living Situation
Q21. How often do you watch TV?
Q23. Please choose the statement that best
describes your current living situation.
Cable or Satellite
Q22. Do you have cable or satellite TV in your
home?
Residency
Q32. Do you live in the United States?
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Geography
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Appendix
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Brand Metrics and Survey Questions

• Unaided Awareness
• Q16. When thinking of TV shows about real estate,
  what show comes to mind FIRST?
• of the respondents who wrote in Flipping Out
• Aided Awareness
• Q17. Have you heard of the following TV shows
  about real estate?
• of the respondents who selected have heard
  for Flipping Out
• Online Ad Awareness
• Q18. Have you seen any ONLINE ADVERTISING for the
  following TV shows within the past 30 days?
• of the respondents who selected have seen for
  Flipping Out
• Message Association
• Which of the following TV shows, if any, uses the
  following message in its current advertising?
  "Drama For Sale
• of the respondents who selected Flipping Out
  (Top-2-box)
• Brand Favorability
• Q19. What is your overall opinion of each of the
  following TV shows?
• of the respondents who answered Very
  Favorable or Somewhat Favorable (Top-2-box)
• Behavior intent
• Q20. How likely are you to watch the following TV
  shows in the next month?
• of the respondents who answered Very Likely
  or Somewhat Likely for Flipping Out (Top-2-box)
• Brand Attributes