Series Maintenance Research

We recently evaluated the first season of a promising new program to identify opportunities for improvements, and to gauge the viability of future seasons.
Approach: Using a Qualitative Online Discussion groups and Quantitative surveys as episodes from the shows were streamed online to collect comments and opinions of the viewer groups.
Results: SRM resulted in a decision to move forward with the second season, after airing only the first episode, and broaden the storyline surrounding a particular character.

Promo Testing

We assessed how attention grabbing, appealing and persuasive the promos for a first season program were to a group of target viewers.
Approach: After completing the SRM research on the program, we then randomly exposed several promos to a single group of target viewers to see how attention-grabbing, appealing and persuasive the ads were in getting people to watch the show.
Results: Our findings revealed the promo spots do a good job representing the program well. They also helped guide marketing decision makers in selecting the promos for the shows launch campaign.

Ad Integration Tracking Study

A client wanted to evaluate the impact of a major appliance manufacturer's ongoing integrated sponsorship of a popular daytime TV show, as well as the show's website.
Approach: 4 different groups were exposed to episodes with different criteria. Then each group was administered an online survey which included their respective exposures.
Results: Our partner is able to strengthen the effectiveness of this advertising sponsorship year over year using these results.

Annual Cross-Seasonal Ad integration

A client asked to study the marketing effectiveness, creative execution, content, and timing of branded integrations and sponsorships of a national clothing retailer in an entertainment program.
Approach: 6 different groups were recruited and exposed in different groups then given a survey tailored to include the exposure of their specific video integration.
Results: These positive results enabled our partner to strengthen the effectiveness of this integration and sponsorship for the next fiscal year.

Multi-platform Ad Effectiveness

A retail chain wanted to understand the impact of their campaign in a teen-targeted television show that included integrated advertising in a TV show and on digital platforms.
Approach: Viewers of the show were recruited to watch the program containing the integration on-air and via digital platforms. The control group watched the program on-air without the integration. Both were administered a survey measuring awareness, recall, and key purchase intent metrics.
Results: The integration led to greater awareness and higher opinion of the retail brand, as well as strong purchase intent and increased ad recall.

Licensed Character Product Extension

Client wished to explore the potential of a new licensed character product extension to be distributed at specific major retail chains.
Approach: Online surveys targeted boys aged 6-12, as well as mothers of boys aged 4-12, who had shopped at the intended retail outlets at least once in the past month.
Respondents were shown different licensed characters and asked about their awareness, appeal, familiarity and perception of each character. Moms and boys also indicated their interest in various product categories.
Results: Identified which characters and attributes most motivated shoppers at each specific retailer.

Life Stage: Its Impact on Traditional and Emerging Media

Approach: In conjunction with Hallmark Channel and the Entertainment Technology Center at the University of Southern California (ETC), E-Poll conducted a study of U.S. media consumption of eight major life stage groups, including Teens, College Students, Recent Grads, Single No Kids, New Nesters, Established Families, Married No Kids and Empty Nesters.
Results: Revealed that individuals can have very similar demographic profiles but different attitudes and media usage. Americans' media behavior is most greatly affected by their stage in life, rather than demographic or economic factors.

AMC Broken Trail Marketing Campaign Test

AMC wanted to identify the most effective promotional materials for their original movie event, "Broken Trail."
Approach: E-Poll evaluated 20 separate marketing assets in a secure online environment. By using E-Poll's MediaSafe® secure video technology and incorporating all media within a single survey, AMC was able to get faster, more consistent results.
Results: The most appealing elements from the tested materials were used to create an effective, unified marketing campaign. "Broken Trail" was the most watched basic cable TV event the year it was released, and went on to win a Golden Globe award.