SOURCE: NewMediaMetrics


September 22, 2011 15:19 ET

NewMediaMetrics Releases 2011 TV Study, Identifying the Best New Shows for Apple, Coca-Cola, Ford and 330 Other Brands to Advertise on Television

NEW YORK, NY--(Marketwire - Sep 22, 2011) - The new season of broadcast television programming is upon us, and as the fourth quarter and the holiday-shopping season loom, brands including Apple, Coca-Cola and Ford would be well served to advertise on the following new shows: Fox's New Girl (Apple), CBS's Person of Interest (Coke) and NBC's Grimm (Ford). The just-released 2011 TV Study from NewMediaMetrics also shows that category competitors for those brands should advertise on new shows including, NBC's Prime Suspect (Dell), CBS's Person of Interest (Pepsi) and NBC's Up All Night (Chrysler).

The 2011 TV Study uses NewMediaMetrics' proprietary Emotional Attachment Index(TM) to gauge the important link between consumers' attachment to particular brands and their attachment to specific programming. According to the company, a consumer most attached to a brand is three times as likely to purchase or recommend that brand when it's advertised on a program to which the consumer is also strongly attached.

"If I'm buying broadcast media for Apple, I definitely want my spot to run on New Girl," said NewMediaMetrics co-founder Denise Larson. New Girl is a FOX sitcom starring Zooey Deschanel, whose character has just broken off a relationship and moves into an apartment with three male roommates. "Our data showed that 60 percent of consumers who have a high Emotional Attachment to Apple products will also have a high EA for New Girl."

Each year, NewMediaMetrics surveys 3,000 consumers aged 18-54 to gauge their Emotional Attachment to 330 brands and more than 350 media properties for the TV Study database. Those with high EA scores to specific brands correspond accordingly to media properties and content.

Other findings from the 2011 TV Study revealed that:

  • Working women 18-34 showed a high EA for New Girl.
  • Viewers with a high EA to Dell displayed a high EA for NBC's Prime Suspect, the American version of the popular British detective series.
  • Consumers who are highly attached to Pepsi showed a high EA for CBS's Person of Interest, a crime drama about vigilante justice.
  • Those with a high EA for the Chrysler brand had a high EA for NBC's Up All Night, which stars Christina Applegate as a wife and new mom, trying to find a life-work balance.
  • Baby Boomers emerged as the dominant audience for Terra Nova, which also received a high EA among males 25-34, but even higher among both genders aged 50-64. Its lowest index was among females 35-44. Terra Nova (FOX), produced by Steven Spielberg, is about an ordinary family from the year 2149, which is asked to participate in an experiment of time travel back to pre-historic earth.
  • Baby Boomers of both genders showed a high EA for Grimm (NBC), a supernatural crime drama inspired by stories from the Brothers Grimm.

In addition to helping clients such as Procter & Gamble, Verizon, Walmart, and Yahoo! identify those programs brands should consider as part of their marketing mix, NewMediaMetrics has used its TV Study data to predict with 85 percent accuracy those new TV shows that will achieve ratings success or fail to draw viewers.

Among the predicted winners this season: The X Factor (Fox), another audition-based show modeled after one across the pond with Simon Cowell as a judge; Last Man Standing (ABC); Ringer (CW), Once Upon a Time (ABC) and The Playboy Club (NBC).

The new broadcast TV show most likely to fail, according to the 2011 TV Study, is Fox's Allen Gregory. The animated show's lead character is an exceptionally pretentious 7-year-old, who lives with his two dads and an adopted sister from Cambodia. The study also showed low EA's for How to Be a Gentleman (CBS), Free Agents (NBC), and Whitney (NBC).

About NewMediaMetrics
Founded in 2004, NewMediaMetrics Inc. is a strategic marketing and analytics company that uses Emotional Attachment (EA) -- a highly predictive metric and approach based on proven academic theory -- to help marketers and media owners identify their strategic targets and link those targets directly to the media they most intently consume.

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