Highliner relaunch gets low score

The following is the debut of a column, which will appear in every other issue of Strategy, publishing the results of effectiveness tests on selected tv commercials.national Sea Products is supporting the relaunch of its Highliner frozen dinners and entrees with...

The following is the debut of a column, which will appear in every other issue of Strategy, publishing the results of effectiveness tests on selected tv commercials.

national Sea Products is supporting the relaunch of its Highliner frozen dinners and entrees with several new tv commercials.

One of these begins with shots of a large number of chickens crowded into a coop.

The voiceover recites a list of common chicken dishes. The viewer then sees various dinners and entrees available in the Highliner line.

In tests conducted for Strategy magazine by research systems corporation (rsc), this Highliner execution achieved an ARS Persuasion level of -1.1 among the sample of 267 women in Toronto.

An ARS Persuasion level this low is not expected to have a measurable share effect based on rsc’s extensive split-cable database.

The Highliner execution’s ARS Persuasion score is also significantly below the +5 level expected for an average commercial for this brand.

ARS Persuasion is rsc’s measurement of the change in brand preference due to commercial exposure.

The ARS Persuasion measure has a 90+% accuracy rate in predicting business results in split-cable test markets, and more than 300+ documented validation cases.

Only 12% of the respondents recalled the commercial, and only 8% played back the ‘variety’ key message.

Research conducted by rsc has shown that commercials that achieve an adequate level of attention/memorability (23% or higher recall), and communicate the key message to 16% or more of the viewers have a higher likelihood of achieving superior ARS Persuasion outcomes than other commercials.

The commercial uses none of the strategic elements found to be positively related to superior ARS Persuasion outcomes.

These include brand differentiation, competitive comparison, information on new products or features, and product convenience.

It is unlikely that higher recall will lead to increased commercial effectiveness without an effective selling proposition.

* * *

over the past two years, television viewers have watched a couple meet and develop a simmering relationship over their common interest in Taster’s Choice instant coffee.

The recently aired fifth commercial in the series of commercials introduces a mystery man into the brew, recently revealed to be the woman’s brother. This revelation comes in a commercial now airing.

In tests conducted for Strategy by rsc, this Taster’s Choice execution achieved an ARS Persuasion level of +7.1 among the sample of 266 women in Toronto.

Airing of this commercial would be expected to result in a measurable sales/share change for Taster’s Choice, based on rsc’s 300+ in-market validation cases.

ARS Persuasion level is rsc’s measurement of the change in brand preference due to commercial exposure.

The ARS Persuasion measure has correctly predicted electronic test-market advertising test outcomes 91% of the time.

The Taster’s Choice execution is a superior persuader, as its ARS Persuasion score is significantly higher than the +3 level expected for an average commercial for this brand.

While expected to create a share increase, according to rsc’s outlook wearout model, airing this commercial for an additional 800 grps after the mid-October test will wear it down to an ineffective level.

At that time, replenishment with a fresh execution is recommended.

research systems corporation is based in Evansville, Ind. with an office in Oshawa, Ont. rsc’s ARS Persuasion test gauges the effectiveness of tv commercials.