2-25-2013
According to a new study released by Katz Marketing Solutions, Television ads using audio elements can efficiently enhance a brand's identification and messaging. The Katz study examined TV commercials from 14 brands (see below) where all audio and visual brand references were removed, and 300 respondents were served either the de-branded television clip or an audio-only version of the same clip.
The respondents were asked to identify the brand, pinpoint their ?aha? moment of recognition, and describe their emotional response to the audio and video segments. Katz Marketing Solutions President Bob McCurdy says, "This data strongly supports the strategic and creative use of radio to supplement a television campaign.?
From the Katz study: "The audio clips generated 93% of the brand identification metrics that the television commercial clips generated. Even with the absence of visual stimuli, consumers were able to correctly identify the brands being featured in the ads. The results also indicated that in certain instances audio triggered brand identification at a much greater rate than visual cues."
"For example, 25% of the respondents exposed to the Taco Bell television clip referenced visual cues as the brand trigger, while 55% mentioned the sound of the iconic Taco Bell ?bong? as the "aha? branding moment. In Duracell?s television clip, 50% more viewers referenced its distinctive three-note audio signature as the brand trigger than any visual stimuli. And for Outback Steakhouse, four times as many respondents cited the announcer?s distinguishing voice as the brand trigger than any visual element of the commercial."
McCurdy adds, ?Marketers often allocate large sums of ad dollars to broadcast television commercials, which results in the creation of tremendous audio equity?a brand?s audio logo or signature?that can continue to carry the marketing punch of a television commercial."The study examined television commercials from:Allstate, Apple, Capital One, CoverGirl, Diet Pepsi, DirectTV, Dos Equis, Duracell, GEICO, Old Spice, Outback Steakhouse, Snickers, Taco Bell, and Warner Brothers.
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