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The Power of TV: VRC & Mystery Drama 2014. As a result of ITV sponsorship, Viking River Cruises’ are now a market leader within the cruise category…

Published byJoseph Stewart Modified over 7 years ago

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Presentation on theme: "The Power of TV: VRC & Mystery Drama 2014. As a result of ITV sponsorship, Viking River Cruises’ are now a market leader within the cruise category…"— Presentation transcript:

1 The Power of TV: VRC & Mystery Drama 2014

2 As a result of ITV sponsorship, Viking River Cruises’ are now a market leader within the cruise category…

3 VRC have experienced a 7x increase in ABC1 Adults SOCI as a result of both ITV partnerships… +771% increase Source: BARB/DDS Jan-Dec 13 NMR Category: Shipping - Cruises *Including sponsorship of both Mystery Drama and ITV3 ABC1 Adult SOCI % Shipping-Cruises category

4 Which has shifted their competitive position from 4 th to 1 st place within the Cruise market… Mystery Drama 33% SOCI 3,828 Eq TVR ITV3 Early Peak 24% SOCI 2,808 Eq TVR Source: BARB/DDS, ABC1 Adults Jan-Dec 2013 NMR Category: Shipping - Cruises

5 Viking River Cruises are now the most top-of-mind recalled cruise operator amongst Mystery Drama viewers with 47% spontaneous brand awareness… Source: SPA Future Thinking – Sponsorship Effectiveness study for Mystery Drama,Sep 2013 Q1. Which, if any, cruise/river cruise operators can you think of? Base: All MD respondents not ITV3 early peak ABC1 Ads 55+ (pre-wave n=100/124, mid-wave n=81/349) = Significantly different to non viewers= significantly up or down vs. previous stage

6 At a prompted level, Viking River Cruises have also cut through to market leader position with 95% awareness amongst Mystery Drama viewers… Source: SPA Future Thinking – Sponsorship Effectiveness study for Mystery Drama,Sep 2013 Q1. Which, if any, cruise/river cruise operators can you think of?/Q4. And which, if any, cruise/river cruise operators on this list have you heard of? Base: All MD respondents not ITV3 early peak ABC1 Ads 55+ (pre-wave n=100/124, mid-wave n=81/349) = Significantly different to non viewers= significantly up or down vs. previous stage

7 Viking River Cruises The sponsorship has also influenced a significant upward trend in Google search activity for the brand… Source: Google Trends – search by year Numbers represent search interest relative to the highest point on the chart (Index). The highest point is considered as 100. This doesn't convey absolute search volume. ITV partnership began Jan 2013

8 Giving them a lot more stand out in search activity within the Cruise Market than ever before… Source: Google Trends

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