Hoffman York Releases Its 2011 PURSEuasion Report: Academy Awards Advertising Effectiveness For Women
With women controlling 80 percent of all purchase decisions report analyzes the “purse quotient” American Cancer Society rated the most effective and M&Ms the least effective for women.
CHICAGO (February 28, 2011) — Hoffman York’s advertising to women division, The Kaleidoscope Group, is pleased to release its 2011 PURSEuasion Report: Academy Awards Advertising Effectiveness For Women. Similar to the agency’s Super Bowl report, the results identify a “purse quotient” to determine the most and least effective ads based on how they might affect women’s intent to purchase. The “purse quotient” measures persuasiveness and believability, among other criteria.
“If the Super Bowl is the ‘Boardwalk’ for advertisers to own, then the Academy Awards is ‘Park Place,'” said Tom Jordan, chief creative director at Hoffman York. Second only to the Super Bowl in costs per 30-second spot ($1.7 million versus, roughly, $2.8 million) and viewership, the Academy Awards is a perfect venue to reach women.
“With research showing that women control 80 percent of all purchase decisions, it’s no surprise that a select number of blue-chip marketers dominate the Oscar broadcast each year. What is surprising is that this year’s high profile broadcast didn’t merit a better crop of ads,” Jordan added.
This year’s “Super Bowl” for women looked a lot like the Super Bowl and featured many of the ads broadcast during the game including Stella Artois’ ad featuring Adrian Brody, Ozzy Osbourne and Justin Bieber for Best Buy (with alternative endings) and two Hyundai spots. Other familiar spots aired during the awards broadcast as well — Jennifer Lopez promoting her shiny legs and Gillette Venus; Diet Coke’s February campaign for “Heart Health,” Chase Bank’s recent commercial, “The Way Forward;” and the funny AT&T ad, featuring two guys on a ski lift with a Smartphone.
There were, however, a few new ads debuting on Sunday that caught the attention of the Kaleidoscope Group. JCPenney was back for its sixth Oscar broadcast and unveiled its rebranded logo and look with a series of spots promoting its spring designer collections. The group thought that overall the retailer did a good job of illustrating their contemporary fashion offering. Dove also scored points with its third appearance at the Academy Awards and a user-generated content contest with Jennie Garth introducing a promotion with Dancing with the Stars and the brand’s new VisibleCare Crème Body Wash.
The Kaleidoscope Group identified the American Cancer Society’s “More Birthdays” PSA as the top spot for women followed by the Hyundai Elantra ad “Cramped in Compact” featuring numerous shots of kids wedged in toy cars too small for their growing bodies.
At the very bottom of the list, the ad failing most at resonating with women is the M&Ms Hostages ad. First and foremost it was not entertaining and secondly the hostage message was viewed as inappropriate in today’s climate. Second from the bottom was a Hyundai retread from the Super Bowl, with its Elantra “Deprogramming” ad. And finally, rounding out the bottom three was Sprint’s EVO shift which was universally disliked by the group.
“There were few surprises during this year’s Oscar broadcast,” said Jordan. “And maybe that’s why the audience does not watch the ads on the Oscar telecast as intently as the Super Bowl.”
About The Kaleidoscope Group and Hoffman York
The Kaleidoscope Group is a unit of Hoffman York dedicated to understanding the real motivating factors that influence advertising to women. Over the past five years Hoffman York has conducted proprietary research that provides criteria to successfully reach a female audience. Much of the research is highlighted in Re-Render the Gender, a book written by Tom Jordan that focuses on why the vast majority of advertising to women misses the mark and what we can do about it.
Hoffman York is a fully integrated marketing communications agency offering a full suite of services that include advertising, public relations and interactive. The agency has offices in Chicago and Milwaukee with $90 Million in annualized billings. For more information about Hoffman York, visit www.hoffmanyork.com or for more information about The Kaleidoscope Group, go to www.kscopegroup.com.
# # #
Sharon Boeldt, (414) 225-9582