Live from the L.A. RoadShow: If the Music isn’t Good, Channel Surf

Posted on by Chief Marketer Staff

Consumers appear to be paying attention to music in commercials, promotions and on TV shows, but the response may not be exactly what brands bargained for.

In a recent survey by E-Poll and The L.A. Office, more than 1,000 consumers were asked about the promotions they have experienced and recall in the last three months.

The survey found that:

  • 26% of respondents have seen product promotions or offers in movies

  • 11% said they have participated in a promotion or sweepstakes in the last six months

  • Coke and Pepsi are the most recognizable brands on the big screen

  • 50% of respondents change channels if they don’t like the music in a commercial

  • 29% are more likely to pay attention to a music performer than a TV/movie star in a promotion

  • Seven in 10 people have purchased a CD because of songs they heard in a movie

  • Almost 50% of respondents have seen a recognizable brand name product on a TV show

  • 8% said they have purchased a product specifically because of a TV promotion

  • About half of all respondents said they feel product placement of TV shows can “seem fake and contrived”

In other findings, point-of-purchase discounts are rated as the top reason that men and women act on a promotion (45%). The Internet and TV rank highest in ad exposure, but the Internet falls down the list on generating attention (only 34% said they paid some/a lot of attention). And the right spokesperson is key: 34% said they did not purchase a product endorsed by a celebrity spokesperson they disliked.

For the complete report, visit www.laoffice.com/RoadShow-ePoll.asp

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