Case Study: Crackle improves brand recall with Nielsen Media Lab

Nielsen Uncovers Best Practices for Over the Top Crackle Breakfree Advertising

Crackle worked with Nielsen Holdings to better understand how its over-the-top channel affected brand recall and to identify best practices for advertising in binge-viewing environments. The company wanted to know how to create an engaging ad experience when viewers were watching more streaming video and seeing limited, repetitive ad formats.

Nielsen Holdings used a Nielsen Media Lab custom study with eye-tracking technology and brand effectiveness surveys to test Crackle’s BreakFree advertising and ad frequency. The research found that Crackle viewers saw an average of 8 fewer ads than on live TV during 30 minutes of programming and showed higher unaided brand recall at 14.5% versus 1.8% for live TV; aided recall for BreakFree advertising was 85% versus 79% for standard 30-second mid-roll ads.

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