Arbitron Study Claims Ads in Social TV Environment Outperform Traditional Broadcast TV Equivalents

Akoo, a Chicago-based company that operates a social music television network for out-of-home environments (note: earlier this month, the company announced that the US Patent and Trademark Office has awarded it a patent covering "an apparatus and method of using mobile devices to select on-demand content and socially interact with programming across networked digital video and Internet protocol television services through SMS text messaging or mobile applications"--see the article published on itvt.com, January 14th), on Monday announced the results of an advertising effectiveness study that focuses on the social TV space. The study, which was conducted for Akoo by media research firm, Arbitron, focused on Akoo advertisers in the categories of gaming consoles, quick-service restaurants, consumer electronics retailers, movie studios and mobile broadband service providers. Among its main findings: traditional 30-second commercials, when integrated within an interactive, social TV programming environment, often outperform broadcast TV equivalents in such brand metrics as recall, consideration and purchase intent.

According to Arbitron, 64.5 million consumers per month watch Akoo's programming and advertising in 53 top markets across 30 US states. Akoo bills its platform as allowing it "to deliver major label music videos and original programming to a national audience, while enabling viewers in each location to participate in the local programming experience." Viewers can select programming via SMS or via Akoo's own mobile application, and share it on the network, free and on-demand, the company says. Among the key findings of the Arbitron advertising effectiveness survey, according to Akoo:

• 64% of viewers who recalled a QSR's premium coffee TV spots on Akoo were planning to buy the QSR's premium coffee. 23% of viewers did not know that the QSR was serving a line of premium coffees prior to seeing the Akoo TV spots.
• 84% of viewers who saw a movie trailer on Akoo were more interested in seeing the movie, with 64% declaring themselves "a lot more interested."
• 52% of viewers who recalled seeing TV ads for a games console on Akoo said they were more interested in purchasing the game console as a result of the ads.
• After seeing a mobile broadband service provider's TV ad on Akoo, 79% of viewers were more likely to consider trying the provider's newly launched service.
• Prior to watching a TV ad for the service on Akoo, 76% of viewers were unaware that they could text a CE retailer for gift advice. After watching the ad, 27% of viewers said they were more likely to use the service.
• 63% of viewers said that seeing a TV ad for a game console on Akoo improved their opinion of the console.
• Unaided recall was measured up to 25%
• Brand-aided recall was measured up to 60%.
• Average brand-aided recall was 43% across all advertisers.