Nielsen Study Finds Viggle Improves TV Ad Effectiveness
July 24 2014 - 8:00AM
Business Wire
Major Brand Sees Higher Brand Recall and
Purchase Intent from TV and Viggle Platform Exposure
Viggle Inc. (NASDAQ:VGGL) (“Viggle”), the entertainment
marketing and rewards platform today 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% increase in brand recall among TV and Viggle
Exposed users (46%) versus TV Only Exposed users (33%). Dual
exposure also yielded a significant uptick in likeability and
interest in the creative with users expressing interest to
purchase. The 20% 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 %), who felt
similarly.
Other key findings from the study include:
- Forty percent of TV and Viggle users
were able to recall the ad, brand and message of the TV ad in
comparison to 25% of TV Only users
- Positive Likeability was higher among
TV and Viggle users at 46% compared to 37% among TV Only users
- Once respondents recalled the ad, 87%
of TV and Viggle exposed users were able to recall the correct
brand compared to 79% of TV Only users
About Viggle
Viggle is an entertainment marketing and rewards platform whose
app rewards its members for watching TV shows and discovering new
music. The Viggle mobile app has over 5 million users. Since its
launch, Viggle members have redeemed nearly $19 million in rewards
for watching their favorite TV programs and listening to music.
Members can also use The Viggle Store, a rewards destination where
they can redeem their Viggle Points for music downloads. In
addition, Viggle operates Wetpaint, which offers entertainment and
celebrity news online; Dijit Media, maker of technology that helps
consumers search for, find, and set reminders for TV shows and
movies; and Choose Digital, a digital marketplace platform that
allows companies to incorporate digital content into existing
rewards and loyalty programs in support of marketing and sales
initiatives. For more information, visit www.viggle.com or follow
us on Twitter @Viggle.
This press release may contain forward-looking statements within
the meaning of Section 27A of the Securities Act of 1933, as
amended, and Section 21E of the Securities Exchange Act of 1934, as
amended, and as defined in the U.S. Private Securities Litigation
Reform Act of 1995. These forward-looking statements involve
inherent risks and uncertainties that could cause actual results to
differ materially from those projected or anticipated. All
information provided in this press release is as of the date of
this release. Except as required by law, Viggle Inc. undertakes no
obligation to update or revise publicly any forward-looking
statements, whether as a result of new information, future events
or otherwise, after the date on which the statements are made or to
reflect the occurrence of unanticipated events.
Media:DKC Public RelationsParis Tyler,
212-981-5162paris_tyler@dkcnews.comorInvestor
Relations:Viggle Inc.John C. Small,
646-738-3220john@viggle.comorIRTH Communications:Robert
Haag, 1-866-976-4784Managing PartnerVGGL@irthcommunications.com