Author(s): CAI, C., Institution: TONGJI UNIVERSITY, Country: CHINA, Abstract-ID: 1539

INTRODUCTION: Advertising in sports broadcasts is a crucial means for companies to promote their brands, and the memorability of advertisements is essential for brand promotion. Brand consistency is one of the key factors influencing advertising memorability. Previous studies have shown that the memorability of advertisements is influenced by various factors, including the consistency of advertisement content with the broadcast program. However, the specific impact of brand consistency on advertising memorability in sports broadcasts has not been thoroughly studied. Therefore, this study aims to investigate the effect of brand consistency on advertising memorability in sports broadcasts.
METHODS: The study sample consisted of 60 university students living in Shanghai (30 women and 30 men). The participants ages ranged from 18 to 25 years (20.3 ± 1.2 yrs), all of whom were sports enthusiasts. The participants were randomly divided into two groups, with 30 participants in each group. One group watched advertisements with high brand consistency, while the other group watched advertisements with low brand consistency. There were no significant differences in gender and sports interests between the two groups. After watching the program, the participants were evaluated for their advertising memorability through questionnaires and brand recall tests. The advertisements watched by the high brand consistency group included commercials from well-known brands such as Nike, Adidas, and Coca-Cola. The advertisements watched by the low brand consistency group included commercials that were less well-known or less related to sports events.
RESULTS: Statistical analysis revealed a significant difference in advertising memorability between the high brand consistency group and the low brand consistency group (F=8.92, p<0.01). Specifically, participants in the high brand consistency group demonstrated better memorability of advertisement content and brand information, with a brand recall rate of 65.2% ± 4.5%, compared to 50.6% ± 3.8% in the low brand consistency group. Additionally, participants in the high brand consistency group showed more positive attitudes and cognition towards the advertisements, with attitude scores of 7.7 ± 0.5 and cognition scores of 8.2 ± 0.7, compared to attitude scores of 5.3 ± 0.7 and cognition scores of 6.1 ± 0.9 in the low brand consistency group.
DISCUSSION: This study confirms the significant impact of brand consistency on advertising memorability in sports broadcasts. Watching advertisements with high brand consistency can significantly improve participants memorability of advertisement content and brand information, as well as enhance their positive attitudes and cognition towards the advertisements. This finding has important implications for advertisers in formulating advertising strategies in sports broadcasts, and can help improve the effectiveness of advertising dissemination and brand promotion.