Chevy CMA 2021

Performance Insights

Linear

#2 Music Award Show Behind the Grammys

22MM

Linear Reach (P2+ L7)

Most Watched Entertainment Special in Nov. across TV

+43%

Reaching a Younger Audience (Persons 21 - 24)

Source: Nielsen (NNTV), 5 TC dates used, 1-min qualifier, data is L7. Nielsen (NNTV), 11/1/21-11/28/21, excluding Sports/News Type Codes and Repeats, data is LSD. Nielsen (Npower), Marketbreaks based on P2+, data is C7. Nielsen (NNTV), 12/28/20-11/21/21, Award Ceremones Detail Type Code, Data is C7.

Social + Digital

Top 10

Most social entertainment telecast across all of TV, generating 2.1MM social interactions across FB, TW and IG

Most social video views across FB, TW of all ABC entertainment telecasts so far this season

Most social entertainment telecast the day it aired
(in terms of driving social interactions and social video views)

4.4MM

Total minutes watched, with 3.1M minutes coming from live stream coverage

Source: Talkwalker (Social Content Ratings), Linear Ratings, STD based on 9/20/21-11/23/21, Social Interactions based on FB, IG, TW, Social Video Views based on FB, TW. Adobe; The 55th CMA Awards ABC Digital Highlights Deck 11/23/21

Campaign Performance

25.1MM

Total Impressions in Social & Digital Campaigns

13.1MM

Total Social Impressions
2.5MM video views
33k engagements
1.5k link clicks

12MM

Total Digital Impressions

Top Social Sentiment Drivers

Congratulations

Amazing

Love

Happy

Good

Beautiful

Favorite

Source: Post performance is internally grouped, measured, and optimized by objective. Engagements on FB/IG = Reactions + Comments + Shares (will not be broken out). Emotional reactions breakdown via Canvs AI; Conversation analysis and sentiment drivers via NetBase; 11/10/21.

Brand Lift

Adjacent Ads + Standard Ads (A18+)

Chevrolet saw strong lifts across the board with the strongest index in Likeability, with A18+ users 238% more likely to report an increase following all ad airings – an awesome jump from 2020’s performance with a +145% increase YoY.

+145%

Likeability

+144%

Message Memorability

+71%

Brand Memorability

+60%

Ad Memorability

Adjacent Ads + Standard Ads (A18-49)

Chevrolet over-indexed in three of the major metrics among A18-49 audiences, with the strongest performance in Likeability, with users 233% more likely to show an increase in brand opinion – a +67% increase vs. the previous year.

+67%

Likeability

+34%

Ad Memorability

+33%

Brand Memorability

Adjacent Ads + Standard Ads (A25-54)

Chevrolet over-indexed across all major metrics among A25-54 audiences with strongest index in Likability, with users 257% more likely to report an increase in brand opinion – a +138% YoY increase.

+138%

Likability

+120%

Message Memorability

+79%

Brand Memorability

+31%

Ad Memorability

In Program Placements [A18+]

Among A18+ audiences, Chevrolet saw incredible lift in Brand Opinion following airing with viewers 360% more likely to see a positive increase in Opinion, followed by lifts in Memorability (38% more likely) and Perceived Fit (25% more likely).

+60%

Brand Opinion

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