Copyright ©2015 The Nielsen Company. Confidential and proprietary. equity. consumers are at risk ofhurting their long memorability and branding but resonate negatively with remembered for the wrong reasons? Ads that have strong and associated back to their brand. But what if an ad is Every advertiser wants their creative to be remembered, REASON WRONG THE FOR REMEMBERED UNCOVERSINSIGHTSSURPRISING FOR SELL CARL’SDID SEX EFFECT TV BRAND JR.? different ways. provides valuable insights into how components ofa creative can While we can’t infer industry impact the brand’s overall equity in the long run. effects that theseads have on women that could analysis via TV Brand identifiedEffect the polarizing attention in high presumably targeting male audiences, catches viewers’ their ad campaigns. While their sexual advertising, included incorporating sex appeal into a number of For years, Carl’s Jr./Hardee’s creative strategy has CARL’SSTUDY:CASE JR. TOSEX USING SELL • • • METHODOLOGY& MEASURES Emotive Power sees apositive correlation to brand burger category norm Compared across genders & against content for one ad from each group Deep Appeal’ and ‘Non Sex Appeal’ groups Code years 5 ofCarl’s Jr. ads into ‘Sex - dive Copyright © The 2015 Nielsen Company. All rights reserved. Confidential and Proprietary analysis into - profile events such as the Super Bowl, favorability creative - wide implications on the effectiveness ofsex appeal in advertising, Carl’s Jr’s data - term brand Creative Evaluation TV Brand Effect THINK +

Brand Favorability resonate with different consumer groups in -100 valuable information to consumers? Information Power emotionally with consumers? Emotive Power to the brand? Branding day after exposure in Memorability -50 – Emotive Power was the ad identified as belonging -1.30 -0.80 -0.30 0.20 0.70 1.20 – – was the ad remembered the did the ad connect 0 – - did the ad convey market? 50 r = 0.59 100 1 Copyright ©2015 The Nielsen Company. Confidential and proprietary. • • • BREAK THROUGH THE CLUTTER OF SEX MAYNOT HELPYOUR BRAND CONTRARY TO POPULARBELIEF, THE USE FINDING #1: ofthe value of the information communicated in the ad →This distastemay have impacted female perceptions highly irritating compared to other ads in the category Women not only disliked the sex appeal ad but found it OVERALL BRAND EQUITY DAMAGE POLARIZING ADS ARE RISKY FINDING #3: factualbelievable but only not to ad sex be found the appeal hand, other the on Men, information communicatedad that the This distastemay have impactedfemale viewers’perceptions of irritating categorythe comparedin ads to other Womendislikedfound only not highly but it ad sex the appeal across genders. memorable than their ads without sex appeal Carl’s Jr. ads featuring sex appeal are not any more how how adyour iswell connecting with consumers The bestsurvey UNDERSTAND EMOTIVE STRENGTH AD OF allows for in environment Real OPTIMIZE MEDIA & CREATIVE VARIABLES HOW CAN NIELSEN HELP MEASURE YOURMEASURE EFFECTIVENESS?HELP AD NIELSEN HOWCAN - time measurement of creative elements and of mediaelementscreativemeasurement time - based measure of emotion gives insight into givesinsightmeasure of emotion based Copyright © 2015 The Nielsen Company. All rights reserved. Confidential and Proprietaryand Confidential reserved. rightsAll Company. 2015©Nielsen The Copyright CARL’S STUDYCASE JR. FINDINGS: - market optimization market - TURNING TURNING OFF CERTAIN – ads forads existed both males males and females branding branding of sexual ads vs. non ads vs. even even The differences differences The in memorability memorability & - sexual sexual HELPDISTINGUISH YOUR BRAND SEXUAL ADS, THE USE OF SEX APPEAL CAN BUT IN A CATEGORY UNACCUSTOMED TO FINDING #2: Both men and women were more likely to connect non the sexual ads to the Carl’s Jr. brand than their men was only average. Emotive Power scores, as reception among the ad’s overall Information Power and Poor resonance among females drove down AUDIENCES CAN - based on findings from 10+ from basedyearson findings of measurement what intoGain ad insight performancedrives LEVERAGE BEST PRACTICES normshistoricaltrends andfor benchmarking Syndicatedcross BENCHMARK YOUR PERFORMANCE sexual ads. BurgerCategory - category industrydata provides Carl’s Jr. LEAD TO – SexAdAppeal 2