“12 Years A Slave” may have been the Best Picture winner, but the winning advertiser at the Academy Awards was Lipton Tea – their ads with the Muppets made them the advertiser with the biggest perception gains with women.
Known as the “Super Bowl for Women,” last Sunday’s Academy Awards drew a 10-year record 43 million viewers as not only movies battled it out, but advertisers for the attention of women viewers.
Lipton’s “Be More Tea” campaign premiered on the Oscar telecast, driving its perception and word of mouth with women ahead of all other advertisers that night. Lipton was also the second most effective brand ad driving YouGov BrandIndex’s Purchase Consideration metric, which ties directly into potential sales, just behind Chevrolet.
Dove’s “Open Letter to Armpits” gave it the second biggest perception female gains for the night, followed by Chobani and its spot for Simply 100, a new low-calorie Greek-style yogurt. Chobani has been on a roll, after making the biggest overall perception gains across both genders at the recent Sochi Olympics.
Cadillac, under some critical fire for its ELR ad in its portrayal of rich people, actually did well in YouGov BrandIndex’s measurements, garnering the fourth-highest gain in perception among women.
Retailer J.C. Penney ran the most ads during the broadcast – six – and gave out its own “Oscars” via its Vine account during the telecast. However, the brand’s perception gains were too mild to be significant.
2014 Academy Awards advertisers were measured with three of YouGov BrandIndex’s scores: Buzz ("If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"), Purchase Consideration ("When you are in the market next to purchase, from which of the following brands would you consider purchasing?”) and Word Of Mouth ("Which of the following brands have you talked about with friends and family in the past two weeks -- whether in person, online or through social media?"). All respondents were women age 18 and over.
YouGov BrandIndex’s Buzz score ranges from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
The Purchase Consideration and Word Of Mouth scores range is from 0% to 100%.