Small Household Appliance & ITV Campaign Performance Monitor

Small Household Appliance & ITVCampaign Performance Monitor

Our CPM Methodology

A cookie is dropped on to a itv.com viewers computer when they view the relevant ad

While the campaign happens, a questionnaire is scripted for client agreement

After the campaign finishes an overlay survey is served to everyone that visits ITV.com, but the cookie-ing tells us who has been previously exposed

Our Sample

Unexposed (to ITV.com and TV) = respondents who did not recall the ad either on ITV.com or TV and who did not have a cookie from the ad on ITV.com on their PC (n=598)

Solus TV exposed = respondents who recalled seeing the ad on TV, but who did not recall the ITV.com ad and who did not have a cookie from the ad on ITV.com on their PC (n= 1110)

Solus website exposed = respondents who recalled seeing the ad on ITV.com or who had a cookie from the ad on ITV.com on their PC, but who did not recall seeing the ad on TV (n=80)

Dual exposed = respondents who recalled seeing the ad on TV and who were exposed to the ITV.com campaign (recalled seeing the ad on ITV.com or had a cookie from the ad on ITV.com on their PC) (n=316)

The Campaign

The advertising campaign for this small household appliance comprised a video ad which ran from 4th – 24th April 2011 on ITV.com.

There was also a TV campaign which overlapped with the online campaign.

Fieldwork was conducted between 26th April – 2nd May 2011. The sample comprised 2,104 UK respondents.

Of those 1,506 were exposed (71.6%) to the campaign on ITV.com and/or TV while 598 were not exposed (28.4%) to either medium.

Respondent Profile

*Watched Full Length programmes on VOD

Significance Testing

Significance testing is carried out to make sure that variations in results are genuine

comparisons.

If something is significant at 95% it is saying that 95 times out of 100, when repeated this

result will be the same within calculated margins of error.

http://www.encyclopedia.com/doc/1O88-significancetests.html

The Results

Brand Consideration increases by +20% from unexposed to dual exposed

55% 61% 61% 66%

Q8. Which of these statements best describes how much you would consider buying each of the following? ? (All Respondents aware of ‘core’ brands)

Clear uplift in agreement towards Brand Growth after dual exposure to the ad

66%79% 72%

81%

Q9. Which of the following phrases best describes what you feel is happening to each brand? (All Respondents aware of ‘core’ brands)

Recommendation (Mean Scores)Overall recommendation was high, with duals showing the highest level

Q14. How likely would you be to recommend this small Household Appliance to a friend or colleague? Please answer on a scale of 0 to 10 where 0 is 'would not recommend' and 10 is 'would definitely recommend'. (Base: All respondents who own / use this brand)

Dual exposed respondents felt a particularly positive association with the brand

Q18. Which of these statements describes your feelings about this ad? (Please select all that apply) (Base: All respondents able to view the ad at Q15)

Summary

By adding VOD to the TV campaign, this small household appliance has seen an uplift in all of the following measures:

Spontaneous Brand & Advertising Recall Brand Consideration Depth of agreement towards Brand Growth & Brand Quality Recommendation

Brand messages from the creative were clearly understood

All forms of post-ad response and reactions have been improved via dual exposure to the campaign