Product integration - the gold behind the American Music Awards

ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.

Product integration: the gold behind the American Music Awards

Beth UyencoOMD, United States

Rachel Mueller-LustABC Television Network, United States


Using a nationally representative sample of television viewers, a pre-wave telephone survey was conducted among adults aged 18–49 years during the week prior to the AMAs (11/10/04–11/14/04) to benchmark the brand awareness. A post-wave survey was conducted among adults aged 18–49 years beginning the Wednesday after the AMAs (11/17/04–11/21/04).

Brand and program metrics explored in the survey include: Integration recall (aided and unaided), Advertising recall (aided and unaided), Intent to purchase, Brand impression, Brand/category usage and involvement, Brand...

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