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FAC TV : Colombus results

FAC TV : Colombus results. January 2014. Methodology & sample structure. Universe. Belgians 18-74 y.o . ( total Belgian universe = 7,761 mil individuals *). Sample size: W0 (pretest sept13): N = 1000 W1 (posttest okt13): N = 1000 57% NL / 43% FR

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FAC TV : Colombus results

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  1. FAC TV : Colombus results January 2014

  2. Methodology & sample structure

  3. Universe Belgians 18-74 y.o. (total Belgian universe = 7,761 mil individuals *) Sample size: W0 (pretest sept13): N = 1000 W1 (posttest okt13): N = 1000 57% NL / 43% FR 50% Male / 50% Female 30% 18-34 yo/ 41% 35-54 yo / 29%55+ yo * The sample of CIM-study 2012 is randomly composed on a base of persons who were randomly chosen within the NIS-quarters. N=10 488 individuals for total survey of 2012!

  4. Sample structure Both waves are comparable in terms of socio-demographic criteria, allowing us to compare both tests in an objective way (no bias from external factors). * The sample of CIM-study 2012 is randomly composed on a base of persons who were randomly chosen within the NIS-quarters.N=10 488 individuals for total survey of 2012!

  5. Results

  6. AD4 Ad evaluation (W1 posttest n=1000) • Dans quelle mesure êtes-vous d’accord avec ces affirmations?

  7. Message isclearbecauseeasy to understand. • It’s about cholesterol ! Signdiffbetween ‘++&+’ vs ‘--&-’ INFORMATION – MESSAGE

  8. Originality and rapture are claimed as best items Signdiffbetween ‘++&+’ vs ‘--&-’ CREATION

  9. Very low call-to-action : 27% ready to buy, 23% to talk Signdiffbetween ‘++&+’ vs ‘--&-’ PRODUCT RELATED / CALL TO ACTION

  10. Q6 Association Columbus and value

  11. Q6 Association Columbus Base = People who are aware of the concept Nosignificant difference on a 95% confidence level

  12. TV Performances : delivered vs. planified

  13. Q1 TOM & Spontaneous brand awareness TOM brand awareness Total spon brand awareness

  14. Q1 TOM & Spontaneous brand awareness: National • Quelles sont les marques d’œufs que vous connaissez, même si ce n’est que de nom? + 26% + 27% • Significantly more lowinvolvement for NL (W0 + W1) (n=2000) • *NL: 78,6% • FR: 66,2%

  15. Q2 Aided brand awareness

  16. Q2 Aided brand awareness – By wave • Dans la liste suivante, veuillez cocher les marques d’œufs que vous connaissez, même si ce n’est que de nom. + 8% No significant difference on a 95% confidence level

  17. Q2 Aided brand awareness – Post-test (n=1000) • Dans la liste suivante, veuillez cocher les marques d’œufs que vous connaissez, même si ce n’est que de nom.

  18. Q5 Awareness in general

  19. Q5 Awareness Columbus - By wave • Avez-vous déjà entendu parler de ce type/marque d’œufs ? Women*: 42,8% 35-54*: 39,9% +55+*: 46,9% Heavy RTL/VTM-viewers*: 42,5% + 6% OUI:37,4% OUI:35,4% *significant difference on a 95% confidence level

  20. Q7 Source of awareness

  21. Q4 Source of awareness – By wave • Pouvez-vous nous dire comment vous êtes-vous mis au courant/avez-vous entendu parler de ce type d’œufs? Base = People who are aware of the concept + 40% *significant difference on a 95% confidence level

  22. AD3 Ad appreciation

  23. AD3 Ad appreciation – National (post-test) • Quelle est votre appréciation globale de ce spot TV? Note: Top 3 (8-9-10/10): Top 3 : 15,8% Top 3 : 23,8%* *significant difference on a 95% confidence level

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