This study attempted to evaluate a series of sponsored “promercials” featuring Jared, the Galleria of Jewelry during ABC’s The Bachelor. During the promercials, viewers were given the chance to propose to their girlfriends on television during the show. Previous research shows that the format can be effective, especially if the context of the promercial and program are congruent. This study allowed researchers to compare the effectiveness of a standard 30-second commercial against a co-branded promercial. In addition, a third condition was used in which both a promercial and a standard ad appeared.
Our research demonstrated the value of promercials and brand integrations, how ads maximized the value of their Brand Integration investment. As a result, they went big, investing in the hit show: The Bachelor. This was transformational to their business and dramatically impacted their Jewelry industry market share.