{"id":25345,"date":"2024-11-08T05:28:21","date_gmt":"2024-11-08T05:28:21","guid":{"rendered":"http:\/\/ispot-local.local\/?p=524"},"modified":"2025-03-31T09:36:52","modified_gmt":"2025-03-31T16:36:52","slug":"this-is-tax-break-up-turbotax-exerts-early-influence-on-tax-service-brand-choice","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/this-is-tax-break-up-turbotax-exerts-early-influence-on-tax-service-brand-choice\/","title":{"rendered":"This is Tax Break-Up: TurboTax Exerts Early Influence on Tax Service Brand Choice"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>TurboTax is stirring up the tax season with a fresh, early twist, with its ad campaign featuring Workaholics star Adam DeVine.&nbsp;<\/p>\n\n\n\n<p>The \u201cTax Break-Up\u201d campaign, developed with creative agency R\/GA, reimagines switching tax services as a romantic split, complete with a 90\u2019s boy-band-like ditty.&nbsp;<\/p>\n\n\n\n<p>Launching in October rather than in the new year, TurboTax aims to present their brand benefits ahead of the holidays, a time during which research shows many consumers evaluate tax service alternatives.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053934\/iSpot-TurboTax-Creative-Spotlight-Template-v2.png\" alt=\"A green and white rectangular object with text and a person taking a picture\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>American viewers responded well to the musical concept which stood out as the Single Best Thing about the new TurboTax ads at a disproportionately high rate vs other tax service ads over the past year:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The characters were also more forward in the shorter :15 cut with the new approach paying off well. Both the :15 and :30 spots easily outperformed category norms in all performance areas. Importantly, the messaging by TurboTax was Relevant to viewers when aired (even in October).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053937\/iSpot-TurboTax-v1_01.png\" alt=\"A graph of different colored bars\n\nDescription automatically generated with medium confidence\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053939\/iSpot-TurboTax-v1_02.png\" alt=\"A graph of different colored bars\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The shorter form &#8220;Tax Break-Up&#8221; drove higher overall intent (49%, +9 pts over norm), suggesting opportunity for TurboTax to favor this spot to optimize the budget and\/or maximize reach:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>However, the :30 version found a very positive audience among males 21-49 and still drove above-norm consideration (at 45%), pointing to opportunity for the brand to include the :30 in some media rotations and\/or to use this creative for targeting younger men.<br \/><br \/><\/li>\n\n\n\n<li>iSpot media measurement reports that through 10\/9\/24, linear Spend by the brand has been heavily concentrated against the :30 creative while Impression delivery was less skewed.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"490\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-1024x490.png\" alt=\"\" class=\"wp-image-25346\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-1024x490.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-300x144.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-640x306.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-768x367.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-1536x735.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/11072006\/iSpot-TurboTax-v1_12-2048x980.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"490\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-1024x490.png\" alt=\"\" class=\"wp-image-25313\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-1024x490.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-300x144.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-640x306.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-768x367.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-1536x735.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053942\/iSpot-TurboTax-v1_03-2048x980.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"916\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-1024x916.png\" alt=\"\" class=\"wp-image-25314\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-1024x916.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-300x268.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-358x320.png 358w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-768x687.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-1536x1374.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053944\/iSpot-TurboTax-v1_04-2048x1832.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Both ads posted solid unaided recall (at tax service norms), with second-by-second trace results showing a drop in engagement after the fog scene in the :30 while engagement throughout the :15 rose steadily:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Viewer comments on the :15 &#8220;Tax Break-Up&#8221; reflect appreciation for the lighthearted approach with the music feeling generally good\/soothing for the (stressful) product category. Although Adam DeVine was not always identified, the humor was appealing to most and certainly helped hold viewer Attention.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053947\/iSpot-TurboTax-v1_05.png\" alt=\"A screenshot of a computer\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053949\/iSpot-TurboTax-v1_06.png\" alt=\"A graph on a white background\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053951\/iSpot-TurboTax-v1_07.png\" alt=\"A graph on a white background\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053954\/iSpot-TurboTax-v1_08.png\" alt=\"A screenshot of a computer\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample viewer comments on the :15 &#8220;Tax Break-Up&#8221; (among the 441 received):<\/strong><\/p>\n\n\n\n<p><strong>\u201cThe music is so soothing and makes me want to dance to the commercial and learn what the ad is all about. It works so perfectly for TurboTax. It is a charming, funny, and good commercial.\u201d<br \/><\/strong><em>Male 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cStarted okay then turned into a parody of a musical. I want someone serious when it comes to taxes. As a retired CPA, I would want clients to know that I take their tax prep seriously.\u201d<\/strong><br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cIt is a very clever ad. I thought it was very unique and a roundabout way to discuss who you will use for tax preparation. I liked the ad.\u201d<\/strong><br \/><em>Male 50+&nbsp;<\/em><\/p>\n\n\n\n<p><strong>\u201cGet your taxes done right and they will match or make better what you paid to prepare your taxes last year.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cKind of juxtaposed a traditional tax preparer with &#8220;new&#8221; TurboTax, which it portrayed as liberating.\u201d<\/strong><br \/><em>Male 50+&nbsp;<\/em><\/p>\n\n\n\n<p><strong>\u201cIt&#8217;s fun and entertaining and easy to understand what they are advertising.\u201d<\/strong><br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Given airing during the American election season, it is good news that both new spots performed positively across American political party affiliation:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>This affords a broader selection of programming in media plans for TurboTax.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053956\/iSpot-TurboTax-v1_09.png\" alt=\"A graph of a bar chart\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The charts below plot the first TurboTax ads for the 2024 tax year against the top performers of last tax season:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The :15 &#8220;Tax Break-Up&#8221; saw Top 2 Box purchase\/visit intent match last season&#8217;s ad offering $100 instantly for filing by March 31st, as well as the absolutely free (for some filers) &#8220;Snap Your W-2.&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06053959\/iSpot-TurboTax-v1_10.png\" alt=\"A screenshot of a graph\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/06054002\/iSpot-TurboTax-v1_11.png\" alt=\"A screenshot of a graph\n\nDescription automatically generated\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: Paramount Brand Studio<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TurboTax is stirring up the tax season with a fresh, early twist, with its ad campaign featuring Workaholics star Adam DeVine.&nbsp; The \u201cTax Break-Up\u201d campaign, developed with creative agency R\/GA, reimagines switching tax services as a romantic split, complete with a 90\u2019s boy-band-like ditty.&nbsp; Launching in October rather than in the new year, TurboTax aims&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":25309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/25345"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=25345"}],"version-history":[{"count":5,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/25345\/revisions"}],"predecessor-version":[{"id":25354,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/25345\/revisions\/25354"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/25309"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=25345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=25345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=25345"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=25345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}