1. Samsung TV Screens
October 2010

2. Samsung TV Screens Fieldwork conducted at Heathrow Airport
T1: 34 resps
T3: 43 resps
T5: 21 resps
Face-to-face questionnaire
7th – 22nd October 2010
Measurement and Recall of:-
TV Screens Awareness
Samsung Brand attribution
Samsung Brand Values Test

3. “The screens are sponsored by an electronics company
“The screens are sponsored by an electronics company. Do you know which company sponsors them?”
Prompt: “The screens were sponsored by Samsung, do you remember now?”
Base: Those who recalled the screens

4. “What would you like to watch on the plasma/LCD screens?”
75% wanted to watch BBC News 24 %
Prompted show-card
Base: Those who recalled the screens

5. 89% of all respondents think the screens a good idea
“Do you think it is a good idea to have a plasma/LCD screen to watch TV programmes on in this area?” 68 % 21 2 1
89% of all respondents think the screens a good idea

6. “If you were buying a TV, how likely would you be to consider Samsung having seen the TV screens?”40 27 27 %

7. “Here are some comments made about the Samsung TV screens
“Here are some comments made about the Samsung TV screens. Do you agree or disagree?”
Agree%
This type of sponsorship gives Samsung more prestige
93%
The sponsorship indicates they are market leaders
53%
The sponsorship indicates they care about their customers
33%
I feel closer to Samsung as they are spending money providing entertainment for travellers
20%