Single Source Study by CBS, Nielsen Catalina
Solutions for Kellogg’s Sheds New Light on a Long-Held Industry
Formula
CBS Corporation (NYSE: CBS.A and CBS), Kellogg Company, and
Nielsen Catalina Solutions (NCS) announced today the results of a
ground-breaking study that challenges a long-held industry rule of
thumb that has been used for over 20 years: that the long-term
effect of advertising on revenue is, on average, two times the
short-term effect.
At the Advertising Research Foundation’s Audience Measurement
Conference today, CBS, Kellogg’s and Nielsen Catalina Solutions
presented new findings on the long-term impact of advertising on
revenues. The study shows that the long-term impact may well be
greater than two times the short-term impact, and that it can vary
substantially from brand to brand and campaign to campaign.
Through this collaboration, five brands in the Consumer Packaged
Goods category, including Kellogg’s Special K, were studied to
determine the specific “multiplier” for each of the brands, using
true single-source methodology that integrated television exposure
with actual retail sales in a single-source dataset.
For certain Kellogg’s Special K advertising, it turns out that
the multiplier to get from the short-term effect to the long-term
effect on sales is actually higher than the industry norm,
“multiplier of 2.” The multiplier that is developed using the
single source methodology is then added to the short term sales
impact to get the complete value of advertising.
“We’ve always known that advertising builds long-term sales and
brand equity, not just short-term sales, though we didn’t know the
full extent,” said Jeff Doud, Director of Marketplace Analytics at
Kellogg Company. “Kellogg got involved in this study to better
understand the longer-term impact of advertising on retail sales.
This type of research helps us to make well-informed decisions on
marketing strategies.”
“The industry has watched marketing budgets gradually shift from
paid advertising to promotions, often due to the short-term sales
effect and measurability of promotions,” said David Poltrack, Chief
Research Officer, CBS Corporation and President of CBS VISION. “In
the past, research confirmed that television advertising provided a
long-term, brand-building value that had not been captured by these
short-term measures. Through new single-source data we are finally
able to precisely measure the long term effects of television
advertising. CBS is dedicated to helping advertisers employ these
new measurement resources to ensure our client’s advertising
reaches its full potential. This research is an important first
step in that process.”
“Current analytic methods tend to capture short-term
incrementality well, but this does not give full value to
brand-building efforts. Understanding mid-to-longer-term impacts
allows a more precise assessment of the true value of advertising,
which leads to more intelligent investment and to stronger brand
equity over time,” said Leslie Wood, Chief Research Officer,
Nielsen Catalina Solutions. “When advertising’s full value is
measured – short and long-term together – advertising wins.”
Future phases of the Nielsen Catalina Solutions work will
include more CPG brands and additional industry verticals, as well
as developing insights into long-term effects of all types of
campaigns across different media and different types of
advertising. Further, the Council for Research Excellence will be
conducting a major industry-wide effort to build on these findings
in order to help advertisers measure long-term advertising effects
on an ongoing basis.
About CBS Corporation
CBS Corporation (NYSE: CBS.A and CBS) is a mass media company
that creates and distributes industry-leading content across a
variety of platforms to audiences around the world. The Company has
businesses with origins that date back to the dawn of the
broadcasting age as well as new ventures that operate on the
leading edge of media. CBS owns the most-watched television network
in the U.S. and one of the world’s largest libraries of
entertainment content, making its brand – “the Eye” – one of the
most recognized in business. The Company’s operations span
virtually every field of media and entertainment, including cable,
publishing, radio, local TV, film, outdoor advertising, and
interactive and socially responsible media. CBS’s businesses
include CBS Television Network, The CW (a joint venture between CBS
Corporation and Warner Bros. Entertainment), Showtime Networks, CBS
Sports Network, TVGN (a joint venture between CBS Corporation and
Lionsgate), Smithsonian Networks, Simon & Schuster, CBS
Television Stations, CBS Radio, CBS Outdoor, CBS Television
Studios, CBS Global Distribution Group (CBS Studios International
and CBS Television Distribution), CBS Interactive, CBS Consumer
Products, CBS Home Entertainment, CBS Films and CBS EcoMedia. For
more information, go to www.cbscorporation.com.
About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and
delight the world through foods and brands that matter. With 2013
sales of $14.8 billion and more than 1,600 foods, Kellogg is the
world's leading cereal company; second largest producer of cookies,
crackers and savory snacks; and a leading North American frozen
foods company. Our brands – Kellogg's®, Keebler®, Special K®,
Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice
Krispies®, Kashi®, Cheez-It®, Eggo®, Mini-Wheats® and more –
nourish families so they can flourish and thrive. Through our
Breakfasts for Better Days™ initiative, we're providing 1 billion
servings of cereal and snacks – more than half of which are
breakfasts – to children and families in need around the world by
the end of 2016. To learn more about Kellogg, visit
www.kelloggcompany.com or follow us on Twitter
@KelloggCompany.
About Nielsen Catalina Solutions
Nielsen Catalina Solutions provides the most comprehensive
single-source view of advertising to help consumer package goods
marketers, agencies and media companies measure and improve
advertising performance by precisely linking what consumers watch
and what they buy.
The joint venture between Nielsen and Catalina integrates
“watch” information from industry-leading Nielsen People Meter,
Portable People Meter and Nielsen online, set-top-box and
multi-media viewing data from Nielsen Catalina Solutions’ channel
partners. The “watch” data is matched with the “buy” data from
Nielsen Homescan® and nearly 70 million shopper households from
Catalina. This single-source view provides the retail sales impact
of TV, online, mobile, CRM, radio and print advertising. Nielsen
Catalina Solutions is headquartered in Cincinnati, Ohio, USA. Visit
www.ncsolutions.com/digital/ to learn more.
CBS Press Contact:Shannon Jacobs,
212-975-3161sljacobs@cbs.comorNielsen Catalina Solutions Press
Contact:Pat Sharp,
513-319-2462patricia.sharp@ncsolutions.comorKellogg’s
Contact:Kellogg Company Media Hotline,
269-961-3799media.hotline@kellogg.com
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