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FAC TV : Colombus results January 2014. Methodology & sample structure.

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Presentation on theme: "FAC TV : Colombus results January 2014. Methodology & sample structure."— Presentation transcript:

1 FAC TV : Colombus results January 2014

2 Methodology & sample structure

3 Belgians y.o. (total Belgian universe = 7,761 mil individuals *) Sample size: W0 (pretest sept13): N = 1000 W1 (posttest okt13): N = % NL / 43% FR 50% Male / 50% Female 30% yo/ 41% 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= individuals for total survey of 2012! Universe

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= 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 is clear because easy to understand. It’s about cholesterol ! Sign diff between ‘++&+’ vs ‘--&-’ INFORMATION – MESSAGE > > > = = = < <

8 Sign diff between ‘++&+’ vs ‘--&-’ > > = < < < < < < < CREATION Originality and rapture are claimed as best items

9 Very low call-to-action : 27% ready to buy, 23% to talk Sign diff between ‘++&+’ vs ‘--&-’ > < < < < PRODUCT RELATED / CALL TO ACTION

10 Q6 Association Columbus and value

11 Q6 Association Columbus Base = People who are aware of the concept No significant 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? Significantly more low involvement for NL (W0 + W1) (n=2000) *NL: 78,6% FR: 66,2% + 26% + 27%

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. No significant difference on a 95% confidence level + 8%

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 ? * significant difference on a 95% confidence level OUI: 35,4% OUI: 37,4% Women*: 42,8% 35-54*: 39,9% + 55+*: 46,9% Heavy RTL/VTM-viewers*: 42,5% + 6%

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? * significant difference on a 95% confidence level Base = People who are aware of the concept + 40%

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): * significant difference on a 95% confidence level Top 3 : 15,8% Top 3 : 23,8%*


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