J.C. Penney earns most engaging Oscars ad
March 5, 2014
And the award for most engaging ad during the Oscars goes to … J.C. Penney.
That’s according to TiVo Research, which analyzed 350,000 anonymous households using its DVR system during the Academy Awards ceremony.
The company determined the most engaging ads by measuring the percentage of the audience watching at the “play” speed and looking for commercials with the largest viewership relative to the surrounding 15 minutes of programming.
The winner was J.C. Penney’s “When it fits you feel it ad,” which likely has more to do with the placement of the ad than its content. The ad ran at 11:40 p.m. as the big award for Best Picture was about to be given.
Coming in at No. 2 was Pepsi’s “mini can” ad that aired at 10:49 p.m., followed by two others that ran right around the same time as the J.C. Penney ad, one for McDonald’s and one for Samsung.
The other brands to make the top 10 were Chobani, American Express, Lipton Tea and Google Play. Samsung and AmEx each had two ads in the top 10.
‘Extant’ returns to a series low
Facebook monetizing booming videos
Record crowd turns out for semifinal win
What’s ailng the U. S. media economy
Dallas: TV builds on furniture spending
Wack job: A Donald Trump rantalogue
‘Hollywood Cycle,’ peddling to nowhere
Weekend TV: Women play for title
Cable overnights: ‘Haves’ hits a high
‘Avenida Brasil’ helps boost Telemundo
Microsoft eases out of display advertising
TV Land yanks ‘Dukes of Hazzard’
Okay start for new drama ‘Zoo’
- Chris Garbutt becomes global creative president at TBWA
- Steve Jun becomes CEO at INNOCEAN Worldwide Americas
- Jon Ruppel becomes creative director at Team One
- Karen Kaufman becomes managing partner at Gain Theory
- Clay Fisher becomes SVP of consumer marketing at The NY Times
- Merope Mills and Paul Lewis rise at Guardian U.S.
- Kurt Hoy becomes content strategy director at Bonnier Motorcycle Group
- Mike Zaneis becomes president and CEO at Trustworthy Accountability Group
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta
Media planner position in Minneapolis
Media buyer position in Sacramento