How Media Works: Advertising and the Purchase Funnel for Restaurant Advertising 1 A Yankelovich...
-
Upload
tristian-tillis -
Category
Documents
-
view
220 -
download
0
Transcript of How Media Works: Advertising and the Purchase Funnel for Restaurant Advertising 1 A Yankelovich...
How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnel
for Restaurant Advertisingfor Restaurant Advertising
How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnel
for Restaurant Advertisingfor Restaurant Advertising
1
A Yankelovich Study for the Television Bureau of Advertising
Study ObjectivesStudy ObjectivesStudy ObjectivesStudy Objectives
Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:
The role of television advertising in driving consumer actions throughout the purchase decision process
How television interacts with other media platforms, including new media such as the Internet
How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2
Source: TVB/Yankelovich “How Media Works,” April 2009
MethodologyMethodologyMethodologyMethodology
Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them.
Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded.
Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them.
Each respondent then completed an ad survey for up to three of these categories.
The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.
The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.
3Source: TVB/Yankelovich “How Media Works,” April 2009
A Majority of Respondents are In the A Majority of Respondents are In the Market Market
A Majority of Respondents are In the A Majority of Respondents are In the Market Market
4
“Are you currently considering a purchase in the Restaurant Category?”(Asked of those who recalled seeing a TV ad for a restaurant* in the last 2 months)
Source: TVB/Yankelovich “How Media Works,” April 2009
* Includes family dining, fast food, fine dining establishments, or pizza delivery service.
Yes68.1%
No31.9%
Customer Profile: Restaurant Customer Profile: Restaurant AdvertisingAdvertising
Customer Profile: Restaurant Customer Profile: Restaurant AdvertisingAdvertising
5Source: TVB/Yankelovich “How Media Works,” April 2009
Saw a Restaurant Ad that Made an Impression
Currently Considering a
Purchase in this Category
Made a Purchase
in this category in the
past 6 months
Made a Purchase
in this category
in the last 2 weeks
Male 46.3% 47.2% 46.0% 45.6%
Female 53.7% 52.8% 54.0% 54.4%
18-34 30.8% 28.7% 30.8% 32.2%
18-49 61.4% 61.2% 61.5% 63.3%
25-54 58.3% 61.2% 58.7% 60.9%
55+ 30.4% 29.3% 30.5% 28.4%
Urban 31.7% 28.7% 31.2% 31.1%
Suburban 43.7% 46.6% 44.4% 46.7%
Rural 24.5% 24.7% 24.4% 22.2%
HHI <$30K 26.2% 22.8% 25.7% 21.0%
HHI $30-$70K 44.5% 45.3% 45.4% 47.3%
HHI $70K+ 24.5% 27.9% 24.6% 26.9%
HHI $100K+ 11.3% 13.0% 11.6% 13.9%
Restaurant Ads on Television Were the Most Recalled Restaurant Ads on Television Were the Most Recalled of all Categories Included in the Study of all Categories Included in the Study
Restaurant Ads on Television Were the Most Recalled Restaurant Ads on Television Were the Most Recalled of all Categories Included in the Study of all Categories Included in the Study
6Source: TVB/Yankelovich “How Media Works,” April 2009
Saw an ad that got your attention:
55%
46%
46%
46%
41%
40%
40%36%
36%
34%
34%
33%
28%
27%
25%
80%Any (NET)
Restaurants
Vehicles or auto dealers
Telecommunications or electronic products
Entertainment activities
Automobile or life insurance
Department stores or discount stores
Food, convenience, or grocery stores / supermarkets
Furniture, mattress, or carpeting / flooring stores
Travel or travel websites
Financial services
Healthcare products or services
Home improvement stores or services
Services
Schools / colleges / learning centers / vocational schools
Commercial websites
Over 75% of Those Who Recently Saw a Restaurant TV Over 75% of Those Who Recently Saw a Restaurant TV Ad Made a Related Purchase in the Past MonthAd Made a Related Purchase in the Past Month
Over 75% of Those Who Recently Saw a Restaurant TV Over 75% of Those Who Recently Saw a Restaurant TV Ad Made a Related Purchase in the Past MonthAd Made a Related Purchase in the Past Month
7Source: TVB/Yankelovich “How Media Works,” April 2009
Last time made a restaurant purchase:
62%
14%
10%
4%
4%
1%
1%
1%
1%
3%
Within the last 2 weeks
3-4 weeks ago
1-2 months ago
3-4 months ago
5-6 months ago
7-11 months ago
1-2 years ago
3-5 years ago
6 or more years ago
I have never purchased in this category Restaurants
76% of those who recently saw a
restaurant ad made a purchase in
the past month
Eight in Ten of Those Who Saw Restaurant Ads Eight in Ten of Those Who Saw Restaurant Ads on TV Say the Advertisements Made a Positive on TV Say the Advertisements Made a Positive
ImpressionImpression
Eight in Ten of Those Who Saw Restaurant Ads Eight in Ten of Those Who Saw Restaurant Ads on TV Say the Advertisements Made a Positive on TV Say the Advertisements Made a Positive
ImpressionImpression
8Source: TVB/Yankelovich “How Media Works,” April 2009
Type of impression made by restaurant TV ad:
32%
38%
26%
3%
1%
40%
40%
16%
2%
1%
Very positive
Somewhat positive
Neither positive nornegative
Somewhat negative
Very negativeTotalRestaurants
80% of those who saw restaurant ads rated
them positively, compared to 70%
across all 15 categories.
Restaurant Ads are Considered More Restaurant Ads are Considered More Informative, Attention-Getting and Relevant Informative, Attention-Getting and Relevant
Than Other AdsThan Other Ads
Restaurant Ads are Considered More Restaurant Ads are Considered More Informative, Attention-Getting and Relevant Informative, Attention-Getting and Relevant
Than Other AdsThan Other Ads
9Source: TVB/Yankelovich “How Media Works,” April 2009
Ratings of Restaurant Television Ads:
Total Restaurants
How much did it get your attention?
19.6%
15.4%
18.9%
15.6%
12.2%
9.0%
3.6%
2.8%
1.3%
1.5%
23.0%
19.0%
23.0%
16.0%
10.0%
5.0%
3.0%
1.0%
1.0%
0.0%
10 -Completely
9
8
7
6
5
4
3
2
1 - Not at all
54% total
64% restaurants
42% total
55% restaurants
How relevant was it?
53% total
63% restaurants
How informative was it?
Those Who View Restaurant Ads are More Likely Those Who View Restaurant Ads are More Likely to Make or Consider a Purchase, or Talk to Others to Make or Consider a Purchase, or Talk to Others
About the AdAbout the Ad
Those Who View Restaurant Ads are More Likely Those Who View Restaurant Ads are More Likely to Make or Consider a Purchase, or Talk to Others to Make or Consider a Purchase, or Talk to Others
About the AdAbout the Ad
10Source: TVB/Yankelovich “How Media Works,” April 2009
Actions Taken After Seeing TV Commercial for Restaurants
Total RestaurantsIndex to
Total
Any (Net) 49% 61% 124
Considered purchasing the product or service 17% 23% 135
Talked with others about the advertisement 16% 20% 125
Went online to learn more about the product or service advertised 14% 4%
29
Remembered you had seen the product or service advertised before 11% 7%
64
Purchased the product or service in a store 10% 22% 220
Visited a store or location to learn more about the product or service 8% 7%
88
Tried to find the advertisement on the Web 5% 2% 40
Looked in a newspaper or magazine to learn more about the product or service
4% 1% 25
Purchased the product or service online 3% 2% 67
Contacted the company in the advertisement 3% 1% 33
Sent someone an Email about the product or service 3% 1% 33
Sent someone a Web-site link about the product or service 2% 1% 50
Other action 3% 5% 167
Did nothing 51% 39% 76
Nearly all of those who saw restaurant ads Nearly all of those who saw restaurant ads say they have seen the advertisements more say they have seen the advertisements more
than oncethan once
Nearly all of those who saw restaurant ads Nearly all of those who saw restaurant ads say they have seen the advertisements more say they have seen the advertisements more
than oncethan once
11Source: TVB/Yankelovich “How Media Works,” April 2009
Number of times saw restaurant TV commercial in past 2 months:
14%
33%
26%
14%
13%
15%
38%
26%
13%
8%
Just this one time
2-3 times
4-5 times
6-9 times
10 times or more
TotalRestaurants
Multiple Exposure to TV Ads Leads to Multiple Exposure to TV Ads Leads to a Much Higher Likelihood of Purchasea Much Higher Likelihood of PurchaseMultiple Exposure to TV Ads Leads to Multiple Exposure to TV Ads Leads to a Much Higher Likelihood of Purchasea Much Higher Likelihood of Purchase
12Source: TVB/Yankelovich “How Media Works,” April 2009
Among those who recently saw a TV ad for Restaurants
# TV Ad Exposures
RestaurantsRecall 1-3 ad
exposuresRecall 4+ ad exposures
Any (Net) 61% 56% 68%
Considered purchasing the product or service 23% 22% 23%
Purchased the product or service in a store 22% 17% 27%
Talked with others about the advertisement 20% 19% 21%
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 7% 7% 7%
Visited a store or location to learn more 7% 6% 7%
Went online to learn more about the product or service 4% 4% 4%
Purchased the product or service online 2% 2% 2%
Tried to find the advertisement on the Web 2% 1% 2%
Sent someone a Web-site link about the product or service 1% 1% 1%
Looked in a newspaper or magazine to learn more 1% 1% 1%
Sent someone an Email about the product or service 1% 1% -
Contacted the company in the advertisement 1% 0% 1%
Other action 5% 4% 6%
Did nothing 39% 44% 32%
Actions taken after seeing a Restaurant TV ad
Recall of Ads in Other Media is Low in the Recall of Ads in Other Media is Low in the Restaurant Category, Compared to 15-Category Restaurant Category, Compared to 15-Category
NormsNorms
Recall of Ads in Other Media is Low in the Recall of Ads in Other Media is Low in the Restaurant Category, Compared to 15-Category Restaurant Category, Compared to 15-Category
NormsNorms
13Source: TVB/Yankelovich “How Media Works,” April 2009
Saw ad for same product or service in a media other than TV:
Total RestaurantsIndex to
Total
Any (Net) 46% 31% 67
On the Internet 20% 9% 45
In a newspaper 18% 10% 56
On the radio 12% 8% 67
In a magazine 11% 4% 36
In an Email offer 8% 6% 75
On a billboard or other outside sign 7% 7% 100
Other media 3% 4% 133
Did not see, hear, or read in any other media 35% 50% 143
Not sure 19% 20% 105
RestaurantsRestaurantsAdvertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
RestaurantsRestaurantsAdvertising Impact at Various Stages ofAdvertising Impact at Various Stages of
the Consumer Purchase Funnelthe Consumer Purchase Funnel
14Source: TVB/Yankelovich “How Media Works,” April 2009
80%75%
67%61% 59%
53%
20%25%
33%39% 41%
47%
76% 76% 73% 74%
62% 65%
24% 24% 27% 26%
38% 35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media Influence (Any)-All Cat. No Media Influence-All Cat.Media Influence (Any)-Restaurants No Media Influence-Restaurants
Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase
Index = 95
Index = 101
Index = 109
Index = 121
Index =105
Index =123
RestaurantsRestaurants Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
RestaurantsRestaurants Media Impact at Various Stages of the Media Impact at Various Stages of the
Consumer Purchase FunnelConsumer Purchase Funnel
15Source: TVB/Yankelovich “How Media Works,” April 2009
Media cited by less than 3% of respondents were incorporated into the total for “other.”
44%51% 48% 49%
38% 42%
9%6% 7%
7%6%
5%6%
7%4%
4%
5%5%
4% 4%
4%4%
4%
12% 7%9% 10%
10%7%
24% 24% 27% 26%38% 35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness Interest Consider Purchase Want to Purchase Visit Store/ Website Make Purchase
Television Internet Newspaper Radio Email Outdoor Other No Media Influence
ConclusionsConclusionsConclusionsConclusions
The purchase cycle for the restaurant category is relatively short, and many consumers are in-market at any given time.
Commercial awareness and recall are much higher in the restaurant category than the 15-category averages. Ads in this category are considered much more
relevant than average. Television ads in this category lead to actual
purchases or purchase consideration, and prompt viewers to discuss the ads with friends. Those exposed to a restaurant ad multiple
times are significantly more likely to make a purchase.
16Source: TVB/Yankelovich “How Media Works,” April 2009