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Bioscoop meest kostenefficiënt complementair medium voor Mikado
- 1. Impact study on product launch campaign « Mikado King Choco » 2012
- 3. • • • The campaign ran from 21/05 till 24/06 on national television as main medium. The TV campaign was supported by a bus shelter poster campaign (28/5-4/6). The spot was shown in cinema theatres* from 31/05 till 26/06. • The gross value of the national cinema campaign represents less than 5,7% of the total gross value of the TV + OOH campaign. * See “test setup”
- 4. • The survey ran from June 6 till July 10. • In each of the geographical area’s a sample of +/- 400 respondents (between 18 and 49 years of age) was recruited from the iVox online access panel. • Each respondent had been to the movies during the period* that the Mikado spot ran at the cinema (= screen-in question). 2 sub-samples: +/- 800 exposed & +/- 800 non-exposed** * The “reference period” of the screen-in question was adapted each survey week to cover the campaign period. The actual exposure to the spot can vary from minimum 1 day before the interview up to maximum 6 weeks before. * * After cleaning and weighing (based on gender and age – reference universe: “CIM Total Cinema, 18-49 years”) the exposed group = 736 and the non-exposed group = 724. Respondents are attributed to the exposed or non-exposed group based on the location where they visited a cinema theatre!
- 7. TV + outdoor 52% more spontaneous recall versus TV+Cinema, but 84% more expensive per incremental % 11.682 10.364 43% 28% 46% Spontaneous Adv 5636 16% TV Only TV+Cinema Base: Light/Non TV-viewers TV+Outdoor Incr € by % Spont. ADV All Media
- 8. TV+outdoor: 3% more aided recall vs TV+Cinema, but 358% more expensive per incremental % 89% 18.443 69% 67% 54% 9.901 Incr € by % Aided ADV Aided ADV 5158 TV Only TV+Cinema Base: Light/Non TV-viewers TV+Outdoor All Media
- 9. “ De resultaten bevestigen ons eerdere vermoeden: de complementariteit tussen bioscoop en TV/outdoor werkt, zeker bij de Light TV-viewers. Sinds cinema 100% digitaal werd, is bioscoop als complementair medium ook een stuk toegankelijker voor adverteerders. Daarom kan ik de combinatie, in functie van de creatie, tone-of-voice en boodschap, zeker aanraden. ”
- 10. • Een bioscoopcampagne toevoegen aan de klassieke FMCG TV- en outdoor mediamix, zorgt voor een aanzienlijke stijging in TOM-, spontane en geholpen naamsbekendheid. • De impact is het grootst op Light/Non-TV viewers, wat betekent dat bioscoop zeer complementair is met TV. • Bioscoop is het meest kostenefficiënte, complementaire medium. Hiermee bevestigt Mindshare de resultaten van ROI-studie van BrandScience voor FMCG adverteerders.
Notas del editor
- Cleaning = remove “false opportunities to see”. Based on the date of the interview and the declaration of the last cinema visit, people who passed the screen-in question (visit cinema in past 7 days, 2 weeks,…) but who did not fit in the campaign period were removed from the gross sample of N=1640.