| Planning Agency: |
Mec |
| Campaign Dates: |
April - April 2009 |
| Target Market: |
7-13 yr olds from Satellite or Cable homes (Virgin/Sky Homes) |
| Objectives: |
Sample & Methodology:
Test - cinemagoers (208)
Control - non cinemagoers (108)
50/50 gender split
40% 7-9 yr olds, 60% 10-13 yr olds
Control group: face to face interviews with children aged 7-13 in the cinema foyer after they had watched the film (with guardians permission)
Test group: recruited and interviewed in the street on condition that they had not been to the cinema in the last 6 months.
Objectives:
To assess attitudes and measure awareness of the Nickelodeon brand/programming and advertising.
To increase awareness, and thus consideration, of the Nickelodeon brand and future programming.
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| Results: |
65% of cinemagoers recalled the SpongeBob Squarepants idents
Cinemgoers are remembering more from the cinema ad than the TV ad
Cinemagoers are 16% more likely to recall the Penguins TV programme
Cinemagoers were really positive towards the ad. 'It was a great surprise' was the most differing statement between cinemagoers and the control cell. 80% of cinemagoers said the ad made them want to watch the show (11% higher than the control cell)
The cinema advertising has aided in shifting the perceptions of the show as well as the brand perceptions. 83% think it's a cool show whilst 74% think it's a show for kids like them and their friends. In terms of the Nickelodeon brand 86% of cinemagoers feel it's for kids like them and their friends (5% higher than the control cell)
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