Planning Agency:	Mediacom
Campaign Dates:	October - December 2001
Target Market:	90sec ad which ran for 2 weeks with the following films: Ratatouille, Stardust and Nancy Drew
Sample:	Respondents were exposed to the 90second Skatoony ad; sample size = 300

Objectives:

• Following on from the success of Cartoon Networks cinema campaign in 2006, Cartoon Network continued their relationship with the cinema medium and booked further advertising around the launch of the Skatoony show in 2007. The objectives of the research were to test recall of the Skatoony show and to gauge children’s reactions towards it and also to identify whether the cinema advertising drives tune-in.

Results:

• Spontaneous recall was excellent, 51% of children recalled it. Spontaneous recall was even higher amongst the older age group, 58% of 9-11yr olds recalled the show.
• After prompting recall of the show rose even further, virtually 7 out of 10 children remembered the Skatoony show.
• The show was well received, more than 1 out of every 2 children liked the show a lot/little. This rose to almost 6 out of every 10 children amongst the 6-8yrs age group.
• 71% of children agreed the advertising was ‘funny', 75% agreed the ‘characters look good' and only 11% said it looked ‘boring'.
• The cinema advertising and the creative portrayed the show well, 57% thought the show looked good/very good.
• The show was successful at driving tune-in, 63% of respondents who recalled the advertising agreed they were likely to watch the Skatoony show series when it starts.

Recall - test group

Attitudes towards the cartoon