Suzuki Swift & ITV CPM Effectiveness

1. Suzuki Swift & ITV CPM Effectiveness

3. Background to campaign Arena’s objective was to extend the reach of the TV campaign, and to see how awareness is affected Having seen the ad within the VOD content, has consideration to purchase or seek out further information increased? Changes in perception of brand image was also an area that Arena sought to investigate

4. Survey details The advertising campaign for the Suzuki Swift comprised a video ad which ran from 7 – 26 September 2010 on ITV.com. There was also a TV campaign which overlapped with the online campaign period. Fieldwork was conducted between 27 September – 18 October 2010. The sample for the target audience (women aged 16 – 34) comprised 1680 respondents. Of these, 627 were exposed (37.3%) to the campaign on ITV.com and / or TV and 1053 were not exposed (62.7%) to either medium.

5. The groups we are talking about •Unexposed (to ITV.com and TV) = respondents who did not recall the Suzuki Swift ad either on ITV.com or TV and who did not have a cookie from the Suzuki Swift ad on ITV.com on their PC (1053) •Solus website exposed = respondents who recalled seeing the Suzuki Swift 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 (67) •Solus TV exposed = respondents who recalled seeing a Suzuki Swift 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 (434) •Dual exposed = respondents who recalled seeing the Suzuki Swift 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) (127)

6. Significance testing Significance testing is carried out to make sure that variations in results are genuine comparisons. If something is significant at 99% it is saying that 99 times out 100, when repeated this result will be the same within calculated margins of error. For further explanation: http://www.encyclopedia.com/doc/1O88-significancetests.html

7. Dual exposure leading to increase in spontaneous awareness for brand over the marque 99% Sig Q6: When thinking about small cars, which models first come to mind? (Base: All respondents)

8. TV is the main driver of prompted awareness Q7: Which of the following models of cars have you heard of before? (Select all that apply) (Base: All respondents)

9. Dual exposure is driving favourability towards the Suzuki Swift brand – online adding depth of agreement Dual exposure lead to 103% growth versus the unexposed group, and 32% growth vs. TV only group in terms of total favourability 99% Sig Q8: Taking everything into consideration, which of the following best describes your overall opinion about each of the following models of cars? (Base: All respondents)

10. Suzuki Swift saw the largest growth in favourability Q8: Taking everything into consideration, which of the following best describes your overall opinion about each of the following models of cars? (Base: All respondents)

11. Dual Exposure improves all levels of purchase consideration Q10: Suzuki Swift - If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

12. Dual Exposure improves all levels of purchase consideration – First Choice Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

13. Dual Exposure improves all levels of purchase consideration – Brand I would seriously consider Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

14. Dual Exposure improves all levels of purchase consideration – Brand I might consider Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

15. Purchase consideration improves all levels of purchase consideration – Brand I would never consider Q10: If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

16. Dual exposure driving up purchase consideration, and adding to TV effectiveness - % change Q10: Suzuki Swift - If you were buying a car tomorrow, to what extent would you consider each of the following? (Base: All respondents)

17. Suzuki Swift second only to Peugeot 207 in first choice consideration Q8: Taking everything into consideration, which of the following best describes your overall opinion about each of the following models of cars? (Base: All respondents)

18. Across all metrics dual exposure is adding to TV 99% Sig 99% Sig 95% Sig 99% Sig 5% 13% 22% 16% 31% 56% 81% 52% Q12: For each of the following, please indicate how far you agree or disagree that it would describe the Suzuki Swift if it was a person.

19. Dual exposure having significant increase on Unexposed group, and strong growth vs. Solus TV for key metrics 31% 14% 34% 43% 61% 58% 38% 115% 149% 109% 183% 170% 211% 145% All Agree Q13: How strongly do you agree or disagree with each of the following descriptions regarding the Suzuki Swift? (Base: All respondents)

20. Dual exposure helping the ad to achieve standout All Disagree 17% 10% 10% 21% 31% 6% 82% 54% 97% 59% 63% 95% 180% 40% Q18: The following are a few statements about this ad campaign for the Suzuki Swift. Please indicate the extent to which you agree or disagree with each.

21. Dual exposure working harder at all measures, especially recommendation and website visiting 50% 105% 94% 71% 156% Q19: Having seen the Suzuki Swift ads, which of the following describes your subsequent reaction(s)? (Select all that apply) (Base: All respondents who recall any of the ads)

22. Summary TV is driving prompted awareness TV & Online together are increasing agreement that Suzuki Swift would be first choice for new purchase All key brand messages were improved by TV & online usage Ad standout improved by dual exposure – particularly Fun, Interest & Relevance All forms of post-ad response are improved via Dual exposure