IMMI FINDINGS
Knocked Up Has No Stars, But Finds Audience With Help From Radio
Knocked Up is the sleeper hit of the summer. It had no big stars…it did get great reviews…and it was also one of the few summer movies to effectively use radio advertising.
The chart shows Panel Member behavior comparing everyone who saw two ads, three ads, etc. Of the Panel Members who saw two ads, if both the ads were on TV, about 5% of those panelists then went to the movie. Of the Panel Members who experienced the ads on both TV and radio, 9.1% went to see Knocked Up. Of the Panel Members who saw a mix of seven TV and radio ads, a whopping 14.3% went to see the movie.
It’s possible that a movie like Knocked Up, a movie that needs to find it’s initial audience, benefits from a broader reach in their advertising. Compare the Knocked Up ad results with another comedy hit that used radio ads: Blades of Glory.
| #Ads Seen | 2 | 3 | 7 | 8 |
| TV Alone | 4.8% saw the movie |
5.6% | 8.2% | 11.4% |
| TV & Radio | 11.1% saw the movie |
14.3% | 8.3% | 11.1% |
Blades of Glory starred Will Ferrell, a big help in pre-selling the movie to audiences. Radio advertising helped alert Panel Members to the movie’s release…but with repeated ad exposure, the effect of adding radio advertising became less and less significant. With Knocked Up radio added audience initially, and with each exposure, kept adding.