NBCUniversal today unveiled a new study focused on the value of retail advertising on NBCUniversal's Bravo, Oxygen and E! networks. Across the retail category, the study demonstrates, on average, more than $15 return on advertising spend (ROAS) for every $1 spent across these NBCUniversal Lifestyle Networks.
Using the Nielsen Buyer Insights (NBI) database, this study linked first quarter 2014 television viewership of retail advertisements to actual spending at retail stores. It also measured year-over-year sales lifts and incremental consumer spend across the NBCUniversal Lifestyle Networks and compared the results to a competitive set of networks.
The average $15 ROAS for these NBCUniversal Lifestyle networks outperformed competitive network groups by as much as 90%. Additionally, NBCUniversal Lifestyle network viewers showed a significant incremental spend at the retailers surveyed based on advertising exposure, two times greater than other competitive network groups.
"The NBCUniversal Lifestyle Networks stand
ALONE in delivering an audience that is not only affluent and spends more but is highly influenced by advertising, and this study proves the Lifestyle brands deliver strong return for retailers in particular," said Laura Molen, Executive Vice President, Lifestyle Advertising Sales, NBCUniversal. "By connecting the Lifestyle audiences to our advertising partners, we deliver consumers who take action and drive the bottom line for brands."
NBCUniversal's Lifestyle Group is extending more opportunities for retail brands to engage with viewers across the networks. Recent offerings including "Shoppable Episodes" and E!'s "Love It Buy It" provide brands with unique opportunities to integrate their messages and products into the overall viewing experience, tied with programming that delivers influential shoppers.
About NBCUniversal
NBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com
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