Suzuki Swift & ITV CPM Effectiveness
Background
Arena’s objective was to extend the reach of the TV campaign, and to see how awareness is affected. They also wanted to investigate changes in perception and brand image.
Execution
The advertising campaign for the Suzuki Swift comprised a video ad which ran from 7 – 26 September 2010 on ITV.com and also overlapped with a TV campaign in the same period.
Fieldwork was conducted between 27 September – 18 October 2010. The sample for the target audience (women aged 16 – 34) comprised 1680 respondents. Of these, 627 were exposed (37.3%) to the campaign on ITV.com and / or TV and 1053 were not exposed (62.7%) to either medium.
Results
TV is driving prompted awareness and TV & Online together are increasing agreement that Suzuki Swift would be first choice for new purchase
Ad standout improved by dual exposure – particularly Fun, Interest & Relevance and all forms of post-ad response are improved via Dual exposure.