广告计划最基本的原则之一就是向正确的潜在客户传递正确的信息。如今，这意味着要将信息传递给所有观众，而不仅仅是最集中的观众。例如，由于现在有无数的视频选择，有些人已经大大减少了线性电视的观看量。有些人则根本不看。
To understand content consumption, especially amid the growth in video streaming, Nielsen frequently examines the overlap between linear TV and subscription video on demand (SVOD) viewing, particularly when buzzworthy SVOD programming is released and promoted. In the case of Cobra Kai, which is streaming on Netflix and scheduled to begin season 4 production early this year, a Nielsen analysis found that more than 10% of the program’s viewers during a one-week period of the study did not watch any linear TV. Additionally, more than one-third of Cobra Kai viewers watched very little linear TV.
The viewing distribution for Cobra Kai highlights an important trend: SVOD viewers tend to be light viewers of traditional TV. This is important for a number of reasons, but for brands, it means that advertising on traditional channels like linear TV doesn’t provide comprehensive reach. This is where brands need to pivot their strategies, much like consumers have shifted how and where they are engaging with media.
Product placements and branded integrations are certainly not new to TV and film, but as media engagement fragments, they can provide brands with an opportunity to reach entirely new audiences, as is the case with SVOD content. And under the right circumstances, like we see for several brands in Cobra Kai, they can even become part of the story or a character’s persona. For example, would viewers see Johnny the same if he drank a specialty craft IPA instead of Coors Banquet Beer?
From an exposure perspective, the frequency of Coors appearances in Cobra Kai generates millions of impressions among viewers 21 and older. For example, during a four-week period in August and September last year, the Coors integrations delivered almost 170 million impressions among this consumer group.
In addition to providing brands exposure in an ad-free environment, the Coors integrations reached a significant portion of viewers who didn’t watch linear TV programming. Specifically, in the same four-week period, we found that 19% of the combined total audience (70.6 million) that saw both Cobra Kai and linear TV programming featuring Coors ads only watched Cobra Kai.
产品植入和品牌整合的历史估值方法一直以来都是广泛而多样的。但是，通过使用传统的 30 秒插播广告作为基准，SVOD 品牌整合的跟踪方式可以使其与传统广告处于同一起跑线上。此外，它还能阐明投放和增量覆盖的情况。
For additional insights, download our recent 流媒体世界的品牌整合时代来临 report.
