“P&G also reported a measurable increase in product sales and market share from the (Family Movie Night) program.”


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” 

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