Denny’s launched a web series last month. It’s called Always Open.
It’s produced by DumbDumb (Will Arnett and Jason Bateman’s branded production company) and Electus (Ben Silverman’s “next generation studio”). It stars David Koechner (who you’ll recognize from Anchor Man, Reno 911, Talladega Nights, and a few dozen other television and film appearances), who engages in conversation with a rotating cast of comedians (including Bateman and Sarah Silverman) over a Grand Slam inside an actual Denny’s.
The series is a solid addition to the long line of online talk shows from comedians. It’s funny, irreverent, and unexpected. But the best part about Always Open is it works.
Denny’s has seen a “marked increase in awareness among 18 to 34 year-olds” since the launch of the web series. Those statistics come courtesy of YouGov’s BrandIndex, “a daily measure of brand perception among the public, tracking many brands across multiple sectors simultaneously.”
Steve Hall at Adrants breaks down the numbers:
Since the show’s premiere at the beginning of the month Denny’s has seen its Impression score rise from 6.2 to 25.4 – a number that has surpassed the score for the 50+ demo.
YouGov’s BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. Denny’s was measured using the research company’s Impression score, which asks respondents: “Do you have a general positive feeling about the brand?”
In addition to the rise in positive feelings among 18-34 years olds, the 35 – 49 demo has also seen an upswing with an Impression score shifting from a .09 on March 14th to a current 15.6.
In terms of methodology, YouGov BrandIndex interviews 5,000 people each weekday from a representative US population sample, more than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1.5MM individuals. Margin of error is +/- 2%.
So, Always Open is entertaining online content with beneficial real world implications for the brand. Impressive, right? And something the good people at DumbDumb and Electus and everyone in the web series world can be happy about while celebrating this year’s Baconalia.
(And just to be clear, this is by no means the first web series to ever confirm its efficacy and show a positive ROI for a brand. It’s just one of the first web series to do so publicly.)
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That is great news for web series creators but a bigger question for the rest of us who didn’t star on “Arrested Development” or have our own Comedy Central series is – will this lead to other brands, maybe with smaller budgets than Denny’s, to invest in a web series that doesn’t include big name celebs?
As a web video producer and one who hopes to do more series for clients I hope that the more these happen, the more people will realize the value of creating a series with good writing as it’s backbone, not just celebrities. I’m just not quite sure yet.
That is great news for web series creators but a bigger question for the rest of us who didn’t star on “Arrested Development” or have our own Comedy Central series is – will this lead to other brands, maybe with smaller budgets than Denny’s, to invest in a web series that doesn’t include big name celebs?
As a web video producer and one who hopes to do more series for clients I hope that the more these happen, the more people will realize the value of creating a series with good writing as it’s backbone, not just celebrities. I’m just not quite sure yet.
I think we have to be careful about saying that Denny’s success with this show proves that Webseries work. It’s certainly good news, but is that really what’s being proven here?
Obviously I’m not advocating *against* webseries (since for the past three years I’ve been cleaning out my savings account making them), but I think it’s likely more accurate (in this case) to say that Denny’s show confirms the idea that if you you can get a handful of already established celebrities who are popular with a particular demographic to discuss (or at least be associated with) a brand, that raises brand awareness in that demographic. That’s not rocket science. It’s particularly effective when it is not in a traditional commercial/sales-push format, but rather in a more appealing “show” format, where viewers choose to watch instead of being forced to watch. (From a brand standpoint, it also doesn’t hurt that, despite the large number of celebrities involved here, the cost of this show is likely much, much lower than it would have been had Denny’s booked each of these actors/comedians to shoot traditional national commercials. I have no hard data to back that up, but given the difference between SAG & AFTRA contracts for traditional commercial and New Media formats, I think that is a safe assumption.)
The good news here is that these are enjoyable to watch; much moreso than a typical celebrity-driven TV commercial. And in that, we all win. But I think it is a mistake to assume that success on the part of celebrity-driven content is success overall for the webseries format. In the end, this is still a brand working through an agency to buy a (new kind of) commercial starring celebrities (from a company run by celebrities) in order to increase awareness. That’s not a bad thing, but it’s also not a radically new thing, outside of the format.
I actually enjoy this show – I’m a fan of Koechner and of all of his guests. I also like stuffing waffles in my gaping maw. So the show is a win for me. I just think we shouldn’t get too excited about “what this means for webseries.” What it means, to me, is that audiences are tired of traditional commercials, and that celebrities are a good way to access the demos in which they are popular. We already knew both of those things.
I think we have to be careful about saying that Denny’s success with this show proves that Webseries work. It’s certainly good news, but is that really what’s being proven here?
Obviously I’m not advocating *against* webseries (since for the past three years I’ve been cleaning out my savings account making them), but I think it’s likely more accurate (in this case) to say that Denny’s show confirms the idea that if you you can get a handful of already established celebrities who are popular with a particular demographic to discuss (or at least be associated with) a brand, that raises brand awareness in that demographic. That’s not rocket science. It’s particularly effective when it is not in a traditional commercial/sales-push format, but rather in a more appealing “show” format, where viewers choose to watch instead of being forced to watch. (From a brand standpoint, it also doesn’t hurt that, despite the large number of celebrities involved here, the cost of this show is likely much, much lower than it would have been had Denny’s booked each of these actors/comedians to shoot traditional national commercials. I have no hard data to back that up, but given the difference between SAG & AFTRA contracts for traditional commercial and New Media formats, I think that is a safe assumption.)
The good news here is that these are enjoyable to watch; much moreso than a typical celebrity-driven TV commercial. And in that, we all win. But I think it is a mistake to assume that success on the part of celebrity-driven content is success overall for the webseries format. In the end, this is still a brand working through an agency to buy a (new kind of) commercial starring celebrities (from a company run by celebrities) in order to increase awareness. That’s not a bad thing, but it’s also not a radically new thing, outside of the format.
I actually enjoy this show – I’m a fan of Koechner and of all of his guests. I also like stuffing waffles in my gaping maw. So the show is a win for me. I just think we shouldn’t get too excited about “what this means for webseries.” What it means, to me, is that audiences are tired of traditional commercials, and that celebrities are a good way to access the demos in which they are popular. We already knew both of those things.
I agree with a lot of the above, David, but I think you’re disregarding the medium here way too quickly. Yes, there are celebrities involved and yes, Denny’s ‘Always Open’ is a commercial that looks and feels different from your regularly scheduled TV, radio, or print advertising campaign, but it’s still a web series. It’s still episodic programming distributed on the internet and people still have to click the play button to watch it. The fact that it’s successful is great news for anyone and everyone involved in the industry. Obviously the stats from BrandIndex don’t prove ALL web series work, but they do show this one does, and that’s going to lead to more advertisers and investors feeling more comfortable advertising and investing in the format. Will they feel more comfortable advertising and investing in the format if Hollywood names are attached? For sure, but some of them will opt for independent content creators as an alternative. And now that Denny’s showed how the web series format CAN work, indie producers will have a better shot at scoring dollars for their own productions. Or, we can look at it from a different angle. Let’s say this Denny’s web series – with all its Hollywood star power, great production value, easy-going shill, and celebrities who resonate with a particular demographic – didn’t work. Let’s say it was a total failure and lowered brand awareness amongst its target demo. IF that happened, wouldn’t it be bad for web series? Wouldn’t it show that regardless of the talent, marketing dollars, and big name companies behind your production, it’s still not yet an effective medium in which to advertise or invest?
I agree with a lot of the above, David, but I think you’re disregarding the medium here way too quickly. Yes, there are celebrities involved and yes, Denny’s ‘Always Open’ is a commercial that looks and feels different from your regularly scheduled TV, radio, or print advertising campaign, but it’s still a web series. It’s still episodic programming distributed on the internet and people still have to click the play button to watch it. The fact that it’s successful is great news for anyone and everyone involved in the industry. Obviously the stats from BrandIndex don’t prove ALL web series work, but they do show this one does, and that’s going to lead to more advertisers and investors feeling more comfortable advertising and investing in the format. Will they feel more comfortable advertising and investing in the format if Hollywood names are attached? For sure, but some of them will opt for independent content creators as an alternative. And now that Denny’s showed how the web series format CAN work, indie producers will have a better shot at scoring dollars for their own productions. Or, we can look at it from a different angle. Let’s say this Denny’s web series – with all its Hollywood star power, great production value, easy-going shill, and celebrities who resonate with a particular demographic – didn’t work. Let’s say it was a total failure and lowered brand awareness amongst its target demo. IF that happened, wouldn’t it be bad for web series? Wouldn’t it show that regardless of the talent, marketing dollars, and big name companies behind your production, it’s still not yet an effective medium in which to advertise or invest?
That’s an interesting question. I don’t really know how to answer, except to cover by saying that I don’t believe a single success or failure can be extrapolated to an entire emerging medium. I think a good follow-up on this article might be an examination of 5-10 series that “work,” 5-10 that “don’t work,” and the commonalities (and differences) between them.
But I take your point. This is a web series, and its success helps reinforce the idea that web series *can* work for brands. But I think the “can” and “for brands” are key, and the execution here (celebrity-centric) shouldn’t be overlooked. I do agree that it is good news for all of us when web series can show significant success. Can this particular brand of success translate for narrative projects? Non-celeb projects? And what angle on this are the brands seeing? I don’t know the answer to any of these.
That’s an interesting question. I don’t really know how to answer, except to cover by saying that I don’t believe a single success or failure can be extrapolated to an entire emerging medium. I think a good follow-up on this article might be an examination of 5-10 series that “work,” 5-10 that “don’t work,” and the commonalities (and differences) between them.
But I take your point. This is a web series, and its success helps reinforce the idea that web series *can* work for brands. But I think the “can” and “for brands” are key, and the execution here (celebrity-centric) shouldn’t be overlooked. I do agree that it is good news for all of us when web series can show significant success. Can this particular brand of success translate for narrative projects? Non-celeb projects? And what angle on this are the brands seeing? I don’t know the answer to any of these.
called a soft sell commercial
called a soft sell commercial
Good points David. I agree.
If a Pontiac commercial starring Patrick Stewart does well for the brand because people know him and its entertaining does that mean I wont have to work for scale on my commercials anymore and hope to stay afloat? In 15 years, the success of a celebrity, other brand and company has not helped my career in the biz.
This tends to make me think that the next web series I want to make and star in will be followed by the old Hollywood question well whose in it? You? No no no. You want money we need to take this. You’re not qualified.
Good points David. I agree.
If a Pontiac commercial starring Patrick Stewart does well for the brand because people know him and its entertaining does that mean I wont have to work for scale on my commercials anymore and hope to stay afloat? In 15 years, the success of a celebrity, other brand and company has not helped my career in the biz.
This tends to make me think that the next web series I want to make and star in will be followed by the old Hollywood question well whose in it? You? No no no. You want money we need to take this. You’re not qualified.
I should qualify that too by saying this isn’t coming from a poor me I’ve only been in the local market place as an actor, writer and director. I am grateful and lucky to have worked with who I have worked with yet it DOES NOT map to access, regardless of whether you think I might have some talent or not. Luck. It mostly boils down to luck or “creating luck” which is somewhat influenced by you. Right place, right time you’re Sarah Silverman, wrong place, and a second off, you’re the 100′s of equally funny, pretty, talented actresses I’ve worked with that you will never hear of unfortunately. Its no one’s faults. That’s how it is. You have to be okay with it.
Ive been lucky to work successfully with some of the best in the business from Christopher Guest, Nick Nolte, Patty Jenkins, John Cleese, Jim Sheridan, Jim Burrows, Kelsey Grammer, Michael Palin, Jason Bateman, Catherine O’Hara, etc…so what? My point is then as always my rate and stock drops right back down to scale afterwards regardless of how successful or good what I did was because I didnt become a star and a “who are you to do this?” from brands, finance and distribution follows this.
And in these many years I scrounge to survive let alone pay for web series out of pocket at a money loss as labors of love disguised as potential profit with my biz partner David Beeler.
This will be a success for Denny’s and raise the stars rate quote for extended commercials if it works. They stars showed up on the day. Location provided. Professionals made it.
It will not affect non-name, non-star production companies access or success one bit. Whose in it? What names? How much is your production company capitalized?
Those are the questioned you are asked with brands and financing for even web series if you’re looking to spend someone elses money.
I should qualify that too by saying this isn’t coming from a poor me I’ve only been in the local market place as an actor, writer and director. I am grateful and lucky to have worked with who I have worked with yet it DOES NOT map to access, regardless of whether you think I might have some talent or not. Luck. It mostly boils down to luck or “creating luck” which is somewhat influenced by you. Right place, right time you’re Sarah Silverman, wrong place, and a second off, you’re the 100′s of equally funny, pretty, talented actresses I’ve worked with that you will never hear of unfortunately. Its no one’s faults. That’s how it is. You have to be okay with it.
Ive been lucky to work successfully with some of the best in the business from Christopher Guest, Nick Nolte, Patty Jenkins, John Cleese, Jim Sheridan, Jim Burrows, Kelsey Grammer, Michael Palin, Jason Bateman, Catherine O’Hara, etc…so what? My point is then as always my rate and stock drops right back down to scale afterwards regardless of how successful or good what I did was because I didnt become a star and a “who are you to do this?” from brands, finance and distribution follows this.
And in these many years I scrounge to survive let alone pay for web series out of pocket at a money loss as labors of love disguised as potential profit with my biz partner David Beeler.
This will be a success for Denny’s and raise the stars rate quote for extended commercials if it works. They stars showed up on the day. Location provided. Professionals made it.
It will not affect non-name, non-star production companies access or success one bit. Whose in it? What names? How much is your production company capitalized?
Those are the questioned you are asked with brands and financing for even web series if you’re looking to spend someone elses money.
Tom, I feel you, but I think you and Dave could look at this from a different angle. It’s way too early in the online video industry to think about these established Hollywood names as competition for independent content creators. They’re both / we’re all still battling television and traditional media for dollars. At this point in the game, a win for anyone – whether that anyone be Jason Bateman, Felicia Day, The Gregory Brothers, or whoever else is involved in professional online video – is a win for the industry.
Tom, I feel you, but I think you and Dave could look at this from a different angle. It’s way too early in the online video industry to think about these established Hollywood names as competition for independent content creators. They’re both / we’re all still battling television and traditional media for dollars. At this point in the game, a win for anyone – whether that anyone be Jason Bateman, Felicia Day, The Gregory Brothers, or whoever else is involved in professional online video – is a win for the industry.
Who says being a “star” the only goal in the life of an actor? As a working actor myself, I’m actually quite content and make a decent living off of acting work in commercials and now even some web work. My family probably likes it better that I have so much time to spend with them.
Who says being a “star” the only goal in the life of an actor? As a working actor myself, I’m actually quite content and make a decent living off of acting work in commercials and now even some web work. My family probably likes it better that I have so much time to spend with them.
Point completely taken! Thank you Joshua.
Point completely taken! Thank you Joshua.
Thing is the current video, (the one featured in this article,) only has about 4,213 views on Youtube right now. In fact none have more than about 18,000 views. Star power hasn’t exactly made this set of commercials/videos a major player on Youtube or anywhere else really.
I disagree with the theory that stars are what you need to make something a hit on the web. In fact unless it’s on Funny or Die it’s been a crap shoot. If what you do resonates with an audience it will be successful regardless of who’s in it.
Thing is the current video, (the one featured in this article,) only has about 4,213 views on Youtube right now. In fact none have more than about 18,000 views. Star power hasn’t exactly made this set of commercials/videos a major player on Youtube or anywhere else really.
I disagree with the theory that stars are what you need to make something a hit on the web. In fact unless it’s on Funny or Die it’s been a crap shoot. If what you do resonates with an audience it will be successful regardless of who’s in it.
I agree with you concerns that there are bigger questions, and it seems like everyone who’s commented there has the issue with the fact that these spots not only start, but also were produced by people who are already mainstream celebrities.
But I think that as the medium matures and cable and TV gets smaller, the idea that non-celebrities will be competing with celebrities in the web video space will probably just become business as usual.
I agree with you concerns that there are bigger questions, and it seems like everyone who’s commented there has the issue with the fact that these spots not only start, but also were produced by people who are already mainstream celebrities.
But I think that as the medium matures and cable and TV gets smaller, the idea that non-celebrities will be competing with celebrities in the web video space will probably just become business as usual.
I actually don’t have any issue with the idea of celebrity in indie web television. In fact, I think it’s great. I just disagree with Joshua’s conclusions about what this particular show’s success (or lack thereof, to @ChadMedia’s point) means for all of us.
I think one of the brilliant things about the web space is that it affords us non-celebs an opportunity to be seen in the same marketplaces and through the same distribution as already established celebs and their content. That’s a new phenomenon. Again, I’m just not sure that the fact that this particular show is good means web series in general “work.”
I’m still perplexed at how you can see this as anything but positive for online video creators and the industry at large. Agree to disagree!
I’m still perplexed at how you can see this as anything but positive for online video creators and the industry at large. Agree to disagree!
Ultimately celebs entering the web series world is a double edged sword because so few have really made a dent outside of Funny or Die. Charlie Sheen’s proven that he can adapt to almost anything, (while still convincing half the world he’s nuts,) but not many big names in Hollywood have been able to do so.
Overall the web series space as a whole is about niches and shows finding theirs. With such a unique celebrity culture existing on the web, (especially on Youtube,) it’s more about connecting with a target audience first and foremost. If big names in Hollywood can accomplish this, the sky’s the limit and all the power to them but if they can’t, mainstream Hollywood will be a trivia question in the next 5-10 years.
Ultimately celebs entering the web series world is a double edged sword because so few have really made a dent outside of Funny or Die. Charlie Sheen’s proven that he can adapt to almost anything, (while still convincing half the world he’s nuts,) but not many big names in Hollywood have been able to do so.
Overall the web series space as a whole is about niches and shows finding theirs. With such a unique celebrity culture existing on the web, (especially on Youtube,) it’s more about connecting with a target audience first and foremost. If big names in Hollywood can accomplish this, the sky’s the limit and all the power to them but if they can’t, mainstream Hollywood will be a trivia question in the next 5-10 years.
To decide if “web series work” based on this web series, I think we need to analyze the pieces involved.
If you take away the celebrities, would it still work?
If you kept the celebrities, but took away the marketing dollars and notoriety of the sponsor, would it still work?
If you took away both the sponsor and the celebrities, would it still work?
If you kept the sponsor and the celebrities, but made it a scripted web series, would it still work?
To decide if “web series work” based on this web series, I think we need to analyze the pieces involved.
If you take away the celebrities, would it still work?
If you kept the celebrities, but took away the marketing dollars and notoriety of the sponsor, would it still work?
If you took away both the sponsor and the celebrities, would it still work?
If you kept the sponsor and the celebrities, but made it a scripted web series, would it still work?
If we believe the numbers from BrandIndex, I think it’s safe to say Denny’s ‘Always Open’ proves web series work. Does it prove ALL web series work? Of course not. Does it prove a web series CAN work? Of course it does.
Just because this piece of online entertainment has marketing dollars, celebrities, and isn’t scripted doesn’t mean it’s not a web series. It clearly IS a web series and it clearly IS beneficial for Denny’s.
Who knows what happens if you take the celebrities and marketing dollars out of the equation? And who knows what happens if you turn this into a scripted program? That’s not the point.
What’s important to note is a brand invested in a web series and that web series was successful. That’s going to make it much easier for more brands to invest in more web series, which is going to make it easier for everyone creating web series – from household names to independent creators – to get brand investment in the future.
If we believe the numbers from BrandIndex, I think it’s safe to say Denny’s ‘Always Open’ proves web series work. Does it prove ALL web series work? Of course not. Does it prove a web series CAN work? Of course it does.
Just because this piece of online entertainment has marketing dollars, celebrities, and isn’t scripted doesn’t mean it’s not a web series. It clearly IS a web series and it clearly IS beneficial for Denny’s.
Who knows what happens if you take the celebrities and marketing dollars out of the equation? And who knows what happens if you turn this into a scripted program? That’s not the point.
What’s important to note is a brand invested in a web series and that web series was successful. That’s going to make it much easier for more brands to invest in more web series, which is going to make it easier for everyone creating web series – from household names to independent creators – to get brand investment in the future.
[...] neighborhood Denny’s dubbed Always Open (which, in addition to being very funny, was also was a big success for the brand, increasing the restaurant chain’s awareness among a younger demo). The creators of the popular [...]