Automotive advertising has emerged as a class all its own. With auto representing five of the top 10 U.S. ad spenders of 2013, the level of investment speaks for itself. But among these, an elite class of advertisers has accelerated to the top, boasting creative that rivals video programming in terms of quality and ability to entertain and engage viewers. Today, Nielsen announced the winners of its Eighth Annual Nielsen Automotive Advertising Awards, and RAM’s “Farmer” was recognized as Automotive Ad of the Year.
Based on the results of Nielsen’s national TV ad effectiveness surveys, the awards consider the ads’ ability to be recalled, to have correct brand association, to have the message or call to action remembered and, of course, to be well liked. The winning TV ad, “Farmer,” sampled Paul Harvey’s 1978 “God Made a Farmer” address to the Future Farmers of America Convention.
With religious connotations and diverse imagery of farmers, fields and families, and highlighting how the work they do is the backbone of America, the ad struck an emotional chord that landed it the top spot in the running for Nielsen’s 2013 Automotive Ad of the Year.
其他大赢家包括
- Best Sales Event Campaign: Toyota “Toyotathon Jackpot”
- Luxury Campaign of the Year: Buick “Landing”
- Spanish TV Advertiser of the Year: Ford
“As options grow for consumers to consume content, from the number of TV channels to the variety in video watching platforms, it becomes more and more apparent to advertisers that quality content in ads is key,” said Tom Rivers, Senior Vice President and Account Director for Nielsen’s global automotive unit. “Our finalists and winners took a page from that manual by creating compelling advertisements that were engaging and entertaining enough to contend with actual video content. These ads are successful in their ability to fully integrate into the entertainment experience.”
The Nielsen Automotive Advertising Awards, presented at the 2014 New York International Auto Show, are the only awards measuring the effectiveness of automobile TV ads.
方法
Nielsen TV Brand Effect employs a nationally representative online panel of TV viewers who have watched programs within the past 24 hours. These panelists answer survey questions about the programs they watched and the commercials they were exposed to. Since the panelists respond based on what they watched in a natural environment (as opposed to a clinical research environment), the results reflect real-life reaction to and memory of television commercials. Nielsen logs and issues surveys for all national commercials within its coverage dayparts and networks.
For the auto awards, Nielsen Global Automotive leveraged four key metrics:
- General Recall – Was the ad memorable enough to break through
- Brand Recall – Did the TV viewer recall whose ad it was?
- Message Recall – Did the TV viewer recall the primary message in the ad?
- Likeability – Was the ad appealing (i.e., did the TV viewer like the ad)?
The finalists for the Nielsen Automotive Advertising Awards were determined based on ad performance results from 2013.
年度汽车广告
Results were specific to adults 18-54 years old. All automotive ads that launched in 2013 were evaluated at similar media weight levels so that media was not the primary driving factor of performance. The ads were evaluated based on ad recall, brand recall and message recall.
年度奢华广告
评估结果专门针对豪华人群：25-54 岁、家庭收入在 75,000 美元或以上的成年人。属于同一车型或品牌宣传活动的广告一起进行评估。评估基于广告回忆、品牌回忆和喜爱程度的综合表现。
年度最佳西班牙语电视广告商
结果针对的是更普遍的非豪华车目标受众：18-54 岁的成年人。每个汽车品牌都根据其西班牙语广告在广告回忆度、品牌回忆度和喜爱度方面的综合表现进行了评估。
最佳销售活动
结果针对 18-54 岁的成年人。每个汽车电视销售活动都是根据广告回忆、品牌回忆和信息回忆的综合表现进行评估的，结果的媒体权重相近，因此媒体并不是影响表现的主要驱动因素。
