{"id":28482,"date":"2025-03-28T03:19:40","date_gmt":"2025-03-28T03:19:40","guid":{"rendered":"http:\/\/ispot-local-2.local\/?p=572"},"modified":"2025-06-02T08:18:23","modified_gmt":"2025-06-02T15:18:23","slug":"ignoring-the-signs-bayers-ad-wants-you-to-see-your-risks","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/ignoring-the-signs-bayers-ad-wants-you-to-see-your-risks\/","title":{"rendered":"Ignoring the Signs? Bayer\u2019s Ad Wants You to \u2018See Your Risks\u2019"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Bayer Aspirin\u2019s ad, \u201cSee Your Risks,\u201d aims to raise awareness about heart health among Gen X-ers and older millennials. With creative direction from Klick Health, the brand launched the :30 spot that aired during the Super Bowl in major markets like New York, Chicago, and Philadelphia, to open eyes and reduce denial risk among younger consumers.<\/p>\n\n\n\n<p>Extending beyond Super Bowl, the campaign includes CTV spots nationwide, Meta ads, and point-of-sale materials at major retail chains.<\/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 :30 ad.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/25052634\/iSpot-Bayer-Creative-Spotlight-Template-v2.png\" alt=\"\"\/><\/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>The new :30 &#8220;See Your Risks&#8221; outpaced the average OTC ad (past 90 days) in breaking through in a new\/different and Relevant\/Relatable manner while also informing:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The creative landed quite positively with the target audience of viewers 36-49 as well as those 50+ (while approximating norm performance among males 21-35).<\/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\/2025\/03\/25052651\/iSpot-Bayer-v1_01.png\" alt=\"\"\/><\/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\/2025\/03\/25052654\/iSpot-Bayer-v1_02.png\" alt=\"\"\/><\/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>Consumers appreciated the Corporate Responsibility displayed in the ad, with one in two gen pop viewers reporting increased likelihood of visiting:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>59% reported being personally affected by, or having a family member affected by, the health condition discussed in the spot.<\/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\/2025\/03\/25052656\/iSpot-Bayer-v1_03.png\" alt=\"\"\/><\/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\/2025\/03\/25052645\/iSpot-Bayer-v1_04.png\" alt=\"\"\/><\/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\/2025\/03\/25052648\/iSpot-Bayer-v1_05.png\" alt=\"\"\/><\/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>As intended, the message stood out at a disproportionately high rate to viewers vs the category average, but the Bayer brand also was more impressionable:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Encouragingly, engagement among 36-49-year-olds spiked early and remained high throughout the :30 creative, as reflected on second-by-second trace results (by age, below).<\/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\/2025\/03\/25052642\/iSpot-Bayer-v1_06.png\" alt=\"\"\/><\/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\/2025\/03\/25052638\/iSpot-Bayer-v1_07.png\" alt=\"\"\/><\/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>Among 36-49-year-olds specifically:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The message was a bit more resonant among viewers aged 36-49, 31% of whom selected it as the Single Best Thing about the ad:\n<ul class=\"wp-block-list\">\n<li>The creative ranked in the 97th percentile on Watchability (reflecting the strength of the executional approach) as well as in the 92nd in Change among these viewers.<br \/><br \/><\/li>\n\n\n\n<li>Both men and women aged 36-49 responded positively, with about eight in ten recalling Bayer (unaided) upon first view, and 52% reporting positive visit intent.<br \/><br \/><\/li>\n\n\n\n<li>Comments for this core audience suggest that the message and unique visual approach made many stop and listen\u2014and consider their responsibility in getting checked out.<\/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\/2025\/03\/25052622\/iSpot-Bayer-v1_08.png\" alt=\"\"\/><\/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 comments from 36-49 viewers on &#8220;See Your Risks&#8221; :30<\/strong><\/p>\n\n\n\n<p>\u201cIt&#8217;s great to let people know heart issues are more common than people think. It&#8217;s good to be safe and use something that will help prevent heart issues.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cI really like this ad. Makes you stop and think about your heart health and not ignore it. It is creative with the actors covering their eyes.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cGood way to make a boring type of product funny and more interesting while still being effective at informing the public what the product does.\u201d<br \/><em>Male 36-49&nbsp;<\/em><\/p>\n\n\n\n<p>\u201cIt was an interesting take on how people will ignore signs because of other people they know or are related to those who have health issues.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cGood message from Bayer. Very important for everyone to get this checked as soon as possible.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI enjoyed the ad. Bayer is a good brand and I didn&#8217;t know it can help with stopping a heart attack.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cDon&#8217;t walk around blind to the seriousness of heart health. Avoiding doesn&#8217;t help anyone.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI worry about this now that I&#8217;m older. I didn&#8217;t know Bayer offered a risk assessment.\u201d<br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p>\u201cExcellent ad. Very clever way to handle a sensitive issue. I will remember it.\u201d<br \/><em>Female 36-49<\/em>\u201c<\/p>\n\n\n\n<p>\u201cI&#8217;m thinking about my heart health now.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Interestingly, a smaller proportion of those 36-49 felt the condition applied to them personally (16%), underscoring the importance of the educational effort:<\/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\/2025\/03\/25052627\/iSpot-Bayer-v1_09.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/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: Klick Health<\/i><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bayer Aspirin\u2019s ad, \u201cSee Your Risks,\u201d aims to raise awareness about heart health among Gen X-ers and older millennials. With creative direction from Klick Health, the brand launched the :30 spot that aired during the Super Bowl in major markets like New York, Chicago, and Philadelphia, to open eyes and reduce denial risk among younger&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":28484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28482"}],"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=28482"}],"version-history":[{"count":7,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28482\/revisions"}],"predecessor-version":[{"id":28581,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28482\/revisions\/28581"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/28484"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=28482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=28482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=28482"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=28482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}