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Yahoo Helps Honda Drive Results as Presenting Sponsor of Hit Series Community
[July 28, 2015]

Yahoo Helps Honda Drive Results as Presenting Sponsor of Hit Series Community


Today, Yahoo! Inc. (NASDAQ:YHOO) announced early results from Honda's (News - Alert) sponsorship of the sixth season of Community on Yahoo. As the presenting sponsor, Honda inspired viewers through show integrations and video advertising. These efforts have already driven powerful results for the brand including increases in awareness, favorability, and purchase consideration.

Research measuring the impact of Honda's integration into Community shows that the brand successfully increased awareness of its vehicles among consumers. Brand favorability increased by four times among those who watched the seventh episode, which showcased the most significant branded integration. Brand recall was very high among viewers, 95% for the Honda CR-V and 88% for the Honda Fit. Viewers were ultimately more likely to think about a purchase, too; 50% said they were more likely to buy a Honda product after watching an episode featuring the brand.

"Working with Yahoo, Community presented the perfect opportunity for Honda to connect with and inspire our audience across screens," said Tom Peyton, Assistant Vice President, Marketing, American Honda. "The results of this program are a real testament to the power of online video and the ability to reach key audiences in new ways that resonate with our passionate customers."

Additionally, a new biometric study, which analyzed emotional and cognitive resonance, looked at how Millennials responded to the Honda sponsorship with exciting results. The study compared reactions among viewers who watched episode seven with Honda branded content and video ads, to an audience who watched a diffrent episode without brand integration but with the same Honda video ads. The study found:



  • When viewers watched a Honda video ad alongside the episode with Honda's branded content, there was a 49% lift in emotional engagement.
  • Viewers spent more time emotionally engaged with the branded content in episode seven, compared to the episode as a whole.
  • The Honda integration also drove a 164% lift in unaided brand recall among viewers.
  • Viewers of the brand integration episode were also more likely to say they would take an action, including:
    • 225% more likely to look for more information about Honda
    • 82% more likely to visit the brand's website
    • 40% more likely to watch Honda's ads online
  • There was also a 61% lift in purchase intent among Millennials who watched the integration episode.

Episode seven of Community season six also featured a customized hashtag that aligned with the Honda integration, #Level7Susceptible. This hashtag amplified engagement by delivering over 29 million Twitter (News - Alert) impressions in its first week, more than any episode except for the season finale.

"We're thrilled with the success of Community on Yahoo, which has not only attracted new viewers, but driven positive results for Honda with their smart brand integration," said Lisa Utzschneider, Chief Revenue Officer at Yahoo. "This is a great example of how we're working with top brands like Honda to build custom experiences that deliver measurable impact for their business."


More than 50% of Community viewers are new to Yahoo and they're engaging with more content throughout the Yahoo network than average new users. As more audiences head online to watch high quality video content, Yahoo is helping brands connect with these viewers in a more effective way. This campaign helped Honda build excitement among potential customers and ultimately increase their likelihood to buy a vehicle. Helping brands align with the best digital video content available online is just one way we're working with top companies like Honda to drive results.

About Yahoo

Yahoo is a guide focused on making users' digital habits inspiring and entertaining. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom (pressroom.yahoo.net) or the Company's blog (yahoo.tumblr.com).

About Honda U.S.

Honda offers a full line of reliable, fuel-efficient and fun-to-drive automobiles for American car buyers through approximately 1,000 independent U.S. Honda dealers. The Honda lineup includes the Accord, Crosstour, Civic, Fit, CR-Z and Insight along with the Pilot, and CR-V sport-utility vehicles and the Odyssey minivan.

Honda has the highest brand fuel economy1 and the longest-lasting cars2 of any mainstream automotive brand in America, and more models achieving an IIHS TOP SAFETY PICK+ rating than any other automotive nameplate.

Honda has been producing automobiles in America for more than 30 years and currently operates 16 major manufacturing facilities in North America. In 2013, more than 94 percent of all Honda vehicles sold in U.S. were made in North America, using domestic and globally sourced parts.

1 Based on model year 2012 fuel economy data from the U.S. Environmental Protection Agency and its report: "Light-Duty Automotive Technology, Carbon Dioxide Emissions, and Fuel Economy Trends: 1975 Through 2013."

2 Longevity based on IHS (News - Alert) Automotive, Polk U.S. vehicles in operation registration statistics 1988-2012 for Honda and non-luxury competing brands.


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