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Flemington, NJ, January 13, 2009 – A series of studies conducted among 1,112 participants revealed that a significant number of viewers associate the brands featured in internet wrap-around ads with the content being featured in news clips.
The studies were conducted by HCD Research during January 7-10 to obtain viewers’ perceptions of wrap-around ads, and how the content in the associated news clips affect their perceptions of the brands featured in the advertisements.
In one study, a Charmin ad was tested that aired prior to a news clip regarding Rick Warren, Barack Obama’s somewhat controversial pick for his invocation speaker. The video news clip on Warren had a slightly negative impact among viewers. The study of the Charmin ad revealed that 37% of viewers reported that the Charmin brand supported the content in the Warren video. And 6% indicated that they had a more negative view of Charmin after watching the ad and the news clip together.
In another study, a Match.com ad was tested alongside of a news clip featuring a man who is seeking $1.5 million from his ex-wife in return for his kidney that he had donated to her. Almost half of the viewers (48%) believed that the Match.com brand sponsored and supported the content shown in the news clip, and 17% of viewers had a more negative perception of the Match.com brand after watching it alongside the news clip. Although this percentage is fairly small, it suggests that when ads are associated with unrelated or contradictory news stories and videos, the results can affect the brand.
Among the findings:
“Do you feel that the Charmin brand sponsors/supports the content shown in the featured video clip?” (When shown next to a Rick Warren news clip)
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Total |
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Yes |
37% |
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No |
63% |
“Do you feel that the Match.com brand sponsors/supports the content shown in the featured video clip?” (When shown next to a Richard Batista news clip)
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Total |
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Yes |
48% |
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No |
52% |
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
