New Nike Ad Featuring Tiger Causes Confusion and Skepticism Among Viewers

April 8, 2010

FLEMINGTON, N.J., April 8 /PRNewswire/ — Results from a national media study among 600 Americans revealed that viewers reported feeling confused and skeptical while watching a new Nike ad featuring Tiger Woods.

(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO )

The study was conducted by HCD Research on April 8, 2010 using its MediaCurves.com® website, to obtain viewers’ perceptions of a new ad by Nike that features Tiger Woods and the voice of his late father. To view detailed results go to: www.mediacurves.com.

Favorability for the Nike brand declined, with the number of viewers that rated Nike as “favorable” or “extremely favorable” decreasing from 92% prior to viewing the video to 79% after viewing the video. In addition, favorability ratings for Woods, based on a 1-7 scale, decrease from an average of 3.7 before the video to an average of 3.5 after viewing the video. Furthermore, 29% of viewers indicated that they were less likely to purchase products endorsed by Tiger Woods after viewing the video.

“Our automated response curves revealed that viewers’ low interest levels were consistent with expectations regarding viewers who were confused by the ad’s message.” commented Glenn Kessler, president and CEO, HCD Research.

Among the findings:

Which of the following emotions did you feel while viewing the video? Please check all that apply.

    Anger                              10%
    Inspiration                         9%
    Sadness                            26%
    Skepticism                         37%
    Confusion                          44%
    Disturbing                         25%
    Embarrassment                      13%
    Pride                               3%
    Happiness                           1%

Please indicate how favorable you are of the Tiger Woods using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”

                          Before Video             After Video
    Mean                                3.7                     3.5

Please indicate your perception of the Nike brand.

                                After Video          After Video
    Extremely favorable                      23%                  15%
    Favorable                                69%                  64%
    Unfavorable                               6%                  14%
    Extremely unfavorable                     2%                   7%

Has this video changed your likelihood of purchasing products endorsed by Tiger Woods?

    Yes, I am more likely to purchase products endorsed by
     Tiger Woods                                                   6%
    Yes, I am less likely to purchase products endorsed by
     Tiger Woods                                                  29%
    No, I am just as likely to purchase products endorsed by
     Tiger Woods                                                  65%

While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company’s services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.


Source: newswire

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