scar power of live reads 2015
TRANSCRIPT
- Katy Bachman – editor in chief Ad Week
The use of personalities in advertising can make a
brand stand out, get enhanced attention from the
audience and enjoy better recognition of the brand
name. In order to demonstrate the power of using live reads,
Southern Cross Austereo has conducted a study
comparing live reads against recorded commercials
using a proven methodology, real campaign and active
client. As will be seen, while both types of commercials
worked, live reads were proven to be significantly more
successful in increasing awareness, usage and positive
brand perception.
But first, let’s hear from our listeners…
Source: Quote - Wingman Advertising. August 2014. Advertising Age, 2010 (D. Crutchfield). Journal of Advertising Research. 2013.
Listeners agree ads voiced by personalities stand out and capture their attention.
While listeners agree ads voiced by personalities stand out, are more enjoyable and increase their
likelihood to try a product, it was necessary to put this to the test to see whether this translated to
increased awareness and action…
Source: SCA Live Reads Study May 2015.
What we did…
Test and control samples were used in
different markets on the same radio network to
ensure consistency in respondent personality and
demographics:
- Brisbane hit105 - Live Reads
- Sydney hit104.1 2Day - Recorded Ads
No other advertising activity
was active during the
campaign period.
The client was a national franchise in
the QSR category specialising in
fresh, fast cooked food that has
similar presence in the two markets.
Key facts:
- 9 Stores in NSW; 8 Stores in QLD;
- The pre-campaign studies showed
similar levels of awareness:
- Ran on the hit network
stations in Sydney and Brisbane
across two weeks.
- Revolved around a new deal and
product offering, and multiple
creative executions were used.
- Recorded ads and live reads were
evenly dispersed in both markets
across the two weeks across
Breakfast, Mornings, Afternoons
and Drive.
Source: SCA Live Reads Study May 2015.
In a nutshell: the live ads on average were twice as effective as the recorded ads
Both campaigns were
successful in
increasing brand
recall, awareness
and in communicating key
campaign messages.
However, the live reads
outperformed the recorded
ads significantly.
Overall, the live
reads were twice as
effective as the
recorded ads in
increasing brand
recall and awareness
of the tested brand.
Source: SCA Live Reads Study May 2015. Trans Var refers to Transaction Variance in first week of campaign.
24%
11% 9%
6%
PRE POST PRE POST
71%
50% 56%
45%
PRE POST PRE POST
Both campaigns were successful in increasing top of mind awareness. However, the live reads were twice as effective as the recorded
ads in increasing both unprompted and prompted awareness of the brand.
Live reads had twice the effectiveness of the recorded ads in increasing both
unprompted and prompted awareness.
Source: SCA Live Reads Study May 2015.
The recorded ads increased awareness, but the live reads drove visitation.
In the market with the recorded ads, the amount of people
who had heard of the brand increased, however the amount
of people visiting remained constant. This indicates while
more people were aware of the brand, it may have been
existing customers who were pushed in store by the offer (as
transactions did increase).
The Live Reads appear to have been effective in not only
increasing awareness, but pushing new customers in store. In
fact, the amount of people who said they have visited the store
increased by 26% from 34% to 43%.
55%
23% 21%
50%
31%
20%
Have not heard of Heard of but nevervisited
Heard of and visited
PRE POST
44%
23%
34% 29% 27%
43%
Have not heard of Heard of but nevervisited
Heard of and visited
PRE POST
Source: SCA Live Reads Study May 2015.
Agreement with key brand statements increased in both campaigns, but was
amplified with the use of live reads.
Both campaigns were effective in
communicating the brand’s key
messages around a promotion
and key product offering.
However, the live reads have particularly
driven this association –in one case
tripling association with a key brand
statement.
26%
121% 148%
90% 58%
99%
254%
145%
Key Brand Statement 1 Key Brand Statement 2 Key Brand Statement 3 Key Brand Statement 4
Source: SCA Live Reads Study May 2015.
The live read campaign increased transactions by twice the amount of the
recorded ad campaign.
Both campaigns saw an increase in
transactions compared to the same
week in 2014.
It is also important to note the week before the
campaign the transaction variance had been
between 1-3% compared to the same time last
year.
Importantly, client sales figures confirm the market
where live reads had been playing had twice the
success of the market where the recorded ads
were played.
30.48%
15.20%
Source: SCA Live Reads Study May 2015.
Live reads are a successful form of
advertising, and has been shown in this
study, have the ability to outperform recorded
ads with twice the impact on brand recall and
awareness. The use of personalities in these ads make them
stand out more, increase enjoyment and capture
the audiences attention to a higher degree than
recorded ads. Advertisers that use live reads as
part of their advertising strategy can benefit from
this increased attention to get their brand in the
mind of consumers.
APPENDIX: Methodology and respondents.
The survey was conducted by Southern Cross Austereo using its
online panel in Sydney and Brisbane.
Members of the Sydney and Brisbane hit databases were invited to
participate in the studies – with 315 taking part in the first study
(Pre campaign) and 210 taking part in the second (Post
Campaign).
Live reads were played in the Brisbane market while recorded ads
were played in the Sydney market. All other elements of the campaign
remained constant – such as the schedule, messaging, and audience
makeup. No other client advertising occurred during the campaign
period.
Client transaction results are shown for week 1 of the campaign only. Week two of
the campaign coincided with the end of School Holidays and devastating storms in
Sydney, effecting transaction results as identified by the client.
24%
50%
20%
6%
28%
46%
23%
4%
23%
53%
20%
3%
22%
54%
22%
3%
16-24 25-39 40-54 55+
Recorded Pre Recorded Post Live Pre Live Post
16%
84%
19%
81%
12%
88%
10%
90%
Male FemaleRecorded Pre Recorded Post Live Pre Live Post
