« Back to Posts


Empire’s Engaged Audiences: The Advertisers Who Are Cashing In

Fox’s Empire may be a hit with fans, but how does it fare with advertisers? Using data from iSpot.tv, we took a look at which brands are winning big when it comes to audience engagement.

Since the show began airing new Season 3 episodes in March, it’s captured the highest digital share of voice for any non-sports/non-specials TV programming, making it a good bet for companies looking to connect with an engaged audience. (Digital share of voice, or DSOV, is a measure of digital activity and engagement that takes into account online chatter including social activity, searches, and video views.)

Overall, 69 brands have aired 95 spots and spent an estimated $21.8 million during the last four episodes of Empire.

The average view rate for commercials during the show is a respectable 91.51% (view rate is the percentage of an ad that, on average, was viewed across all airing of that ad), and 85.7% of the time, people watched the ads from the start all the way through to the third quartile-to-completion window.

empire-view-rates-03-21-2017--04-12-2017

Looking at dollars spent, Lincoln Motor Company (est. $1.96 million), Warner Bros. (est. $1.05 million) and LG Mobile (est. $973,000) take the top three spots. Lincoln continues to rely on the rugged sex appeal of Matthew McConaughey to captivate audiences, while LG takes a utilitarian approach and Warner Bros. keeps pushing the latest installment of “The Fast and the Furious” franchise.

empire-est-tv-spend-03-21-2017--04-12-2017

 

When it comes to digital share of voice, soda brands win out with over half of the DSOV for commercials such as Coca-Cola’s ad featuring (in addition to the requisite drink shots) sizzling oil and garlic, grilling meat and other lip-smacking food. Coming in second place is the insurance industry — most notably State Farm’s socially conscious ad that will tug at your heartstrings and make you want to volunteer.

empire-digital-sov-03-21-2017--04-12-2017 (1)

So what do automotive, mobile/wireless, soft drink and insurance companies have in common? It may be that those marketers are looking to hit a female-skewing audience (that makes their family’s purchasing choices, enjoys sexy male actors and has a soft spot for issues-oriented advertising) — in which case advertising on Empire makes a lot of sense.

empire-gender-03-21-2017--04-12-2017

empire-age-03-21-2017--04-12-2017