Ad Effectiveness
Cross-Platform Ad Effectiveness Study
Goal
Viggle partnered with Nielsen to evaluate the effectiveness of Viggle advertising, and whether exposure to an ad on both TV and Viggle would lead to an increase in key advertiser metrics compared to exposure from a TV campaign alone.
Methodology
Using the advertiser’s on-air media plan and Viggle users’ audio-verified TV check-ins, Viggle was able to target the test ad to users, creating groups of users who were exposed to the ad on TV-only, on Viggle only, and on both screens at the same time. A Nielsen-designed survey was sent to users in each group to confirm their exposure to the ad and test a variety of recall and metrics. Nielsen analyzed the results of the test.
Results
Viggle users exposed to the ad on both screens displayed a statistically significant lift in all five recall metrics: General Recall, Ad Recall, Message Recall, Likeability, and Purchase Intent. Most notable was a 46% increase in likeability and a 20% increase in purchase intent among the dual-exposed group compared to the TV-only exposed group.
Editorial Promotion Study
Goal
Viggle has tested many levels of editorial promotion to determine its impact on tune-in and engagement over time.
Methodology
In this test, Viggle promoted “Keeping Up with the Kardashians” on July 21st with significantly higher Viggle Points for checking in and for engaging with the Viggle LIVE companion trivia game. The weeks before and after the test week, this show received standard Viggle Point promotion.
Results
Viewership, as measured by the Viggle Index, increased by 200%, and the Viggle LIVE participation rate increased by 250% (number of Viggle LIVE players increased by 10X). In addition, the promotion had a halo effect the following week, as viewership continued to be 35% higher than the pre-test control week.
Viggle Ad Effectiveness Study
Goal
Viggle partnered with Dynamic Logic to evaluate the effectiveness of Viggle advertising for a CPG client across key performance indicators, including brand awareness, mobile ad awareness, message association, and purchase intent.
Methodology
Viggle sent surveys to users in the advertiser’s target demographic who were exposed to the target ad in the Viggle app. The results were compared to a demographically similar group of Viggle users who were not exposed to the ad.
Results
Exposed Viggle users in the target demographic had statistically significant increases in all metrics compared to the control group. Brand awareness increased by 9%, mobile ad awareness increased by 367%, message association increased by 71%, and purchase intent increased by 29%.