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Which TV Ads Made the Podium During the 2016 Olympics Opening Ceremonies When the 2016 Olympics kicked off last Friday, many TV advertisers were crossing their fingers that their strategy would pay off. Reaching an estimated 26.5 million total viewers in the U.S., they were hoping their ads delivered relevant and compelling creative to the right audiences. To answer the pay-off question, advertisers will predominately look at three specific areas of performance: Which ads were noticed by the audience? Which ads drove interest, shifted perception, and increased intent? And, which ads drove actual consumer response? To get some insights into these questions, Google evaluated the top 10 brands (based on total ad minutes) that aired ads during the live broadcast of the opening ceremonies. The analysis is based on a combination of consumer surveys and second-screen (mobile, desktop, and tablet) response data. Presented in a live Google Data Studio dashboard, the result is a unique view into...

Which TV Ads Made the Podium During the 2016 Olympics Note: Now that the 2016 Games are over, weve updated the analysis from the original opening ceremonies post to look at TV ad performance for the entire Olympics. When the 2016 Olympics kicked off almost three weeks ago, many TV advertisers were crossing their fingers that their strategy would pay off.  Reaching as many as an estimated 27.9 million total viewers in the U.S., they were hoping their ads delivered relevant and compelling creative to the right audiences.  To answer the pay-off question, advertisers will predominately look at three specific areas of performance: Which ads were noticed by the audience? Which ads drove interest, shifted perception, and increased intent? And, which ads drove actual consumer response? To get some insights into these questions, Google evaluated the top 12 brands totaling over 3.5 billion impressions that aired ads during the NBC broadcasts of the eve...

Measuring Super Bowl 50’s Top TV Ads with TV Attribution Each year, hundreds of millions of us gather around TVs to watch America�s big game � the Super Bowl. And for many, the TV commercials are at least or maybe even more interesting than the game itself. Companies annually spend millions of dollars trying to entertain us or tug at our heartstrings. For these advertisers, it is straight up, unabashed brand advertising. Not that there�s anything wrong with that. However, other advertisers are looking to accomplish something much different. The goal of their ads is to pique your interest, get you to find out more about the product, and yes, maybe even make a purchase. In a word, their success is based on creating �intent.� Unfortunately, understanding the impact of TV advertising based on consumer response has historically been difficult at best. Enter the second screen. According to a recent report by Accenture , 87% of consumers use a second screen device (laptop, tablet, phone) whil...