NEW YORK--(BUSINESS WIRE)--Dec. 10, 2001--Intermedia Advertising
Backed by world's largest advertisers, including Coca-Cola,
Unilever and Tricon, IAG launches first ever-daily syndicated
information about the performance of television ads within network
Shareholder Group includes executives from Charter Communications,
The Walt Disney Company, News Corporation, General Motors, The William
Morris Agency, UBS Warburg and WPP
Intermedia Advertising Group (IAG) has launched the first ever ad
effectiveness system, which measures the performance of all primetime
advertising on the major broadcast networks.
IAG's system measures the performance of advertising at the time
of broadcast on a daily basis addressing two of the most significant
challenges facing advertisers today - declining attentiveness and
increased demand for accountability. IAG has created the first ever
complete, syndicated database of ad recall, understanding and
likeability for the advertising industry -- a comprehensive database
aimed at creating the standard for ad ratings.
The IAG system is being developed with the world's biggest
consumer brands, including Tricon (KFC, Pizza Hut, Taco Bell),
Unilever and Coca-Cola. Using IAG data, accessible via the web on its
TrendReporter(TM) software, advertisers and agencies can:
-- pinpoint ad "wear-out" (the point at which an ad loses its
-- understand how different ad creative works on individual programs
and with specific demographic groups,
-- target their ads toward the most effective shows and time slots,
while their campaigns are still in progress.
Better ads and ad placement means more powerful branding and
message impact at a lower cost for advertisers.
"This is a powerful new system which has the potential to
dramatically increase accountability in the marketplace. In
combination with other traditional measures, I think this product can
make a significant difference in how advertisers measure the
efficiency of their ad spending and increase ROI," said Carl
Spielvogel, former Vice Chairman of IPG.
Debbie Myers, Taco Bell's Vice President, Media, Entertainment and
Licensing, said, "IAG has developed a system that provides a promising
application to the way we measure the effectiveness of our television
advertising. We're pleased with the results we've seen so far," said
Debbie Myers, Vice President, Media, Entertainment and Licensing for
Taco Bell Corp.
The Industry Need
IAG's offering has significant financial implications for
advertisers, particularly in an environment characterized by
continuing audience fragmentation and unprecedented demand for
accountability by brand managers.
Philip Guarascio, former vice president of Corporate Advertising
and Marketing of General Motors, said: "Advertisers spend $50 billion
annually to reach consumers via television - yet, they have very
little information about which ads on which shows actually reach the
target audience and have an impact. While I was at GM, we spent over
$1 billion/year on TV ads, and had nothing that compares with IAG's
system. I believe it will become known as a significant step in
helping advertisers and networks understand their advertising and
programming, and importantly, in this dynamic marketplace, help
clarify the relationship between ads, content, attentiveness and
Currently, advertisers use a variety of copy testing and
post-advertising survey methods, none of which actually measure the
effect of the ads as actual viewers see them. With IAG's new
syndicated data on ad performance, companies will be able to customize
their creative messages, media planning, and media buying to achieve
greater recall and message understanding by television viewers, which
in turn will result in more sales.
Changing viewer habits and declining attentiveness have created an
environment in which only half of the television audience ever sees
the ads. (They change the channel or simply leave the room.) Only
about 20 percent of viewers who see the ads can recall the message,
and less than 10 percent understand the message.
Experienced Management Team
Cheryl Idell, Chief Strategic and Research Officer of IAG, joined
the company after 12 years at Initiative Media North America (formerly
Western International Media), where she managed the Unilever account
and oversaw their research and media systems development. Idell led
the development of IAG's data collection and measurement systems,
based on the needs of advertisers. Advertising Age Magazine has called
her, "one of the most influential U.S. media thinkers."
Brad Simmons, Unilever's Vice President of Media Services, said,
"We are excited about the potential of this research tool because it
was designed by Cheryl Idell, who we know as a person who really
understands how to apply research in making spending decisions."
Alan Gould and Kenneth Orkin founded the company in 1999 and serve
as Co- CEOs. Mr. Gould's background is in advertising and research;
Mr. Orkin's background is in entertainment and finance.
IAG's Shareholder Group
IAG's shareholder group, which are both advisors AND investors in
IAG, is comprised of leaders in television, advertising, and finance
- Lou Gonda, CEO, Lexington Ventures (founded, built and sold
multi-billion dollar International Lease Finance to AIG)
- Marc Nathanson, Vice Chairman of Charter Communications (founded,
built and sold Falcon Cable to Charter Communications for $3.5
- Ambassador Carl Spielvogel, former Chairman and CEO Backer
Spielvogel Bates Worldwide, and Vice Chairman and a member of the
board of directors of Interpublic Group, Inc.
- Philip Guarascio, Former Vice President of Corporate Advertising
and Marketing, General Motors (Member, IAG Board of
Directors--responsible for the largest TV ad budget in the US for
- Sandy Grushow, Chairman, Fox Television Entertainment Group
- Jim Wyatt, CEO, William Morris Agency
- Salil Mehta, SVP, Strategic Planning, The Walt Disney Company
- Gary Ginsberg, EVP, Investor Relations, News Corporation
- Blair Effron, Managing Director, Corporate Finance, UBS Warburg
- John Shaw, President, Jefferies & Co.
- Etienne Boillot, Managing Director, BlueLine Advisors
- WPP / Kantar Media Research
The TrendReporter, allows advertisers and media agencies immediate
access to IAG data so that at any point in a campaign they can:
- run more ads that are proven to work
- spend their TV media budget in places where they get the highest
- plan future ad campaigns on the basis of actual viewer
How IAG Collects Data
IAG collects data from a large user base of consumers who "play"
fun, interactive trivia games about the TV shows that they watch on a
separately branded entertainment Web site called RewardTV. These
questions, written in the style and spirit of the show, test
consumers' recall of both program and advertising content on network
programming (ABC, CBS, NBC, FOX, WB, UPN).
IAG, Intermedia Advertising Group, is the first company to offer
daily syndicated information about the performance of television ads
within network programming. IAG was founded in November 1999 by Alan
D. Gould and Kenneth S. Orkin. For more information about IAG, please
Press spacebar to pause and continue. Press esc to stop.