The 87th Academy Awards commanded close to $2 million for a 30-second TV spot and reached a US television audience of 36M+. The Oscars have now become a spectacle for Hollywood, its fans and advertisers alike, offering a grand opportunity for brands to speak to a mass audience. Which brands won the night and came home with the advertising gold? Our Brand Effectiveness Study has all the answers. In this study, we’ve compiled insights that illustrate which brands ran the most effective Oscar ads based on brand lift data.

1. THE 2015
Brand Effectiveness Study
February 2015 | Final Results
The Oscars and Award of Merit statuette©
A.M.P.A.S.®

2. About This Study
The 87th
Academy Awards commanded close to $2 million for
a 30-second TV spot and reached a US television audience of 36M+.
The Oscars have now become a spectacle for Hollywood, its fans
and advertisers alike, offering a grand opportunity for brands
to speak to a mass audience. Which brands won the night and
came home with the advertising gold? Our Brand Effectiveness
Study has all the answers.
In this study, we’ve compiled insights that illustrate which brands
ran the most effective Oscar ads based on brand lift data.
February 2015 | Final Results
THE 2015

3. Abstract
OBJECTIVE
Extreme Reach conducted a study to determine the effectiveness of all national advertisements that
aired during the television broadcast of the 2015 Academy Awards. (NOTE: this does NOT include
pre- or post-event advertisements).
METHODOLOGY
The study was conducted across Internet-connected devices via the proprietary Extreme Reach
platform and included 15,781 participants from around the United States. Participants described how
likely they were to purchase a product or service from a particular brand by choosing a single
answer from five choices ranging from “very likely” to “very unlikely.” Surveys were completed by
the control group prior to the airing of the 2015 Academy Awards and by the exposed group after
they had watched the event on television.
FINDINGS
The percentage change in likelihood to purchase the advertised products and services, among
the exposed group, ranged from 8.8% to 32.5%.
February 2015 | Final Results
THE 2015

4. 0%
10%
20%
30%
TOP 10
Most Effective Brands (by Brand Lift)
Measured by percentage increase in likelihood to purchase
32.5%
Disney's
Inside Out
32%
Samsung
Galaxy Tab S
31.7%
Stella Artois
29%
American
Express
28.2%
Google App
27.9%
Diet Coke
25.3%
Samsung
Galaxy Note 4
24.4%
Apple iPad
22.5%
23.5%
Samsung
Galaxy S6Samsung
Galaxy S5
February 2015 | Final Results
THE 2015

5. Average Brand Effectiveness
Measured by percentage increase in likelihood to purchase (brand lift)
+20.6%
February 2015 | Final Results
THE 2015

6. Measured by percentage increase in likelihood to purchase
10%
20%
30%
All Brands by EffectivenessDisney’sInsideOut
SamsungGalaxyTabS
AmericanExpress
GoogleApp
DietCoke
SamsungGalaxyNote4
SamsungGalaxyS5
SamsungGalaxyS6
StellaArtois
AppleiPad
Cadillac
AARP
King'sHawaiian
Discover
Comcast
Sprint
SamsungSUHDTV
Zillow
Sonos
Neutrogena
AT&T
JCPenney
PetSmart
ColdwellBanker
Coca-Cola
McDonald's
Samsung
GooglePlay
NetflixHouseofCards
M&Ms
Average across all audience segments
0%
February 2015 | Final Results
THE 2015

7. Brand Effectiveness by Gender
FEMALE
Measured by percentage increase in likelihood to purchase
+18.7%MALE
+24.8%
February 2015 | Final Results
THE 2015

8. Brand Effectiveness by Vertical
BRAND LIFT RANK
Samsung Galaxy Tab S 32.0% 1
Google App 29.0% 2
Samsung Galaxy Note 4 27.9% 3
Samsung Galaxy S5 25.3% 4
Samsung Galaxy S6 24.4% 5
Apple iPad 22.5% 6
Comcast 20.6% 7
Sprint 19.8% 8
Samsung SUHD TV 19.5% 9
Sonos 18.2% 10
AT&T 16.8% 11
Samsung 12.0% 12
Telecom and Technology
Measured by percentage increase in likelihood to purchase
More than 25% of the commercials in this year's Oscars program promoted
Telecom and Technology products and services.
February 2015 | Final Results
THE 2015

9. Oscars 2015 vs. Super Bowl 2015
Average brand lift for advertisers per scheduled television event
OSCARS 2015
+20.6%SUPER BOWL 2015
+6.75%The Academy Awards and the Super Bowl reach the two largest television audiences, 36M+ to 114M+ respectively.
This slide demontrates which TV event delivered the greatest average Brand lift for its paid advertisers.
February 2015 | Final Results
THE 2015

10. Extreme Reach
Extreme Reach is the leading provider of video advertising management and distribution
solutions that span TV, Digital and Mobile. Thousands of brands and agencies, including
nearly all of the Ad Age 100, look to Extreme Reach to activate, measure and optimize
their video advertising campaigns across screens and devices. The Extreme Reach
video convergence platform is the first to streamline the video advertising workflow and
unify cross-platform analytics. Extreme Reach is headquartered in Needham, Mass., with
offices in 15 cities across North America.
For more details on the study, please contact Extreme Reach at info@extremereach.com.
February 2015 | Final Results
THE 2015