The coronavirus is an inflection point in world history that all of us will remember for the rest of our lives. To understand the influence of advertising in this troubled time, four ARF member companies — Ameritest, Dynata, iSpotTV, and Research Measurement Technologies — came together to measure the collective impact of some morale-building brand advertising. They measured the in-market impact of 10 ads from Budweiser to Facebook to Walmart to understand advertising’s impact on the American people’s shared memories of this cultural moment.
In this program, Chuck Young, founder and CEO of Ameritest, shared key findings from the research:
In-market measurement of ad impact – combining measures of ad quality, meaningful emotions, and media spending levels on creating meaningful memories and lasting goodwill for the brands.
A diagnostic review of each execution – identifies drivers and limitations that explain significant differences in ad performance.
An analysis of the Memory Network – created by the most memorable, meaningful images from across this set of ads, focusing on those images that are likely to become icons linked emotionally this historic moment.