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The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
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Nickelodeon


Planning Agency: Mec
Campaign Dates: 1 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.
  • 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)


  • Nickelodeon