“In an April conference call, P&G said that favorability scores for brands advertised on film increased 26% among moms who saw it, and purchase-intent scores for moms who saw the movie were 2.7 times higher than for moms who didn’t see it. Such a halo effect for both sponsors, as well as the official broadcast partner NBC, might seem like other marketers would be scrambling to re-create P&G’s model.”
—Andrew Hampp, Ad Age, 9-27-10 “P&G, Walmart Find Success as Moviemakers for Their Brands”