Ads shown during Lost finale show high consumer recall
Published June 10, 2010
With millions of viewers tuning in for the series finale of ABC's Lost last month, many advertisers took advantage of the occasion to market their products or services. The investment paid off, with many viewers recalling advertisements shown during the finale in a more positive light than normal, reports Nielsen.
While the show has typically provided a strong vehicle for advertisers, a survey conducted by Nielsen found that this effect was even more pronounced in the series' finale. Ads shown during the finale had 51 percent better brand recall, 92 percent higher message recall, and held a 66 percent higher "likeability" than other prime-time programming.
Ads made specifically for the season finale were received more positively by viewers. For example, Target ran a specific Lost-themed ad featuring the Lost's smoke monster antagonist, which was received almost four times better than other ads aired in the slot.
Television is a particularly lucrative market for many marketers. According to a recent survey from the Council for Research Excellence, 86 percent of TV viewers watch commercials during breaks, as opposed to leaving the room or changing the channel.