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.
ABC and Fox tie for first on Thursday
The coming political boom for radio
How papers are reaching out to Millennials
Local Super Bowl advertising at a glance
Rachel, my boss doesn’t know when day’s done
So, what are your thoughts on Donald Trump now?
Weekend TV: The zombies are back
Newsweek tears down its paywall
Maybe it’s not quite time for the smartwatch
Cable overnights: Less excitement for Cavs-Lakers
A tight Wednesday night for broadcast
Programming blog: What’s canceled and renewed
Our most endangered medium: Direct mail
- Philippe Krakowsky rises to chairman at IPG Mediabrands
- Rodrigo Grau becomes CCO at JWT Latin America
- Charles Thornton becomes VP of digital at the Automotive Ad Agency
- Todd Eisner becomes creative director at barrettSF
- Sarah Katt becomes VP of product development at AccuWeather
- David Pescovitz becomes editor at large at WebbyAwards.com
- Eddie Jordan and Sabine Schmitz join BBC America's 'Top Gear'
- Lee Majors joins Starz' 'Ash vs. Evil Dead'
- Kyle Schmid joins History military drama 'Six'
- Shawn Ashmore joins ABC drama pilot 'Conviction'
- Scott Wilson joins Netflix's 'The OA'
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
Digital content manager opening in Atlanta
Senior media planner wanted in Des Moines
Media planner/buyer position in Cincinnati
Looking for a media strategist in Cincinnati
Opening for a marketing communications manager