Presentation of Kwendi Impact & Recall Rating research(eng)

© Kwendi Impact Studies, 2011

KWENDI

Impact & Recall Rating

Regular TV Commercial

Perception Test

Project Description

Kiev, 2011 January

© Kwendi Impact Studies, 2011 2

«…when commercial audience is defined by

brief eye contact with advertising, the

noticeability of the message itself becomes an

important media variable»

Ervin Ephron, 2009 AprilOne of the oldest and most respected American advertising

specialist, one of the founder of modern media planning. Recency

theory author

http://www.ephrononmedia.com

http://www.ephrononmedia.com/


KWENDI Impact & Recall Rating

• From October 2009 KWENDI Impact Studies started regular

research focused on TV commercials noticeability and memorability

• KWENDI Impact & Recall Rating data allows advertisers to make

media planning more effective – campaign could be planned basing

on TVC perception as well as other media data

• KWENDI Impact & Recall Rating study will give our clients

permanently tracking of their commercials‟ noticeability and

memorability comparing both to TV „noise‟ and to competitors‟ ads

3


Impact Meter Methodology

• As far as respondent changes his attitude to video or audio (from

negative to positive or vise verse) he changes rotator position

• What we can test:

– Interest/Attention

– Agreement/Disagreement with ideas in tested materials

– Positive/Negative Emotions

– etc

• KWENDI Impact & Recall Rating is based on Impact Meter methodology provided by

KWENDI in 2008

• Every respondent watches the material being tested on his personal notebook

• He/She has special device in hands that allows to express reaction using rotator


KWENDI Impact & Recall Rating

5

Study consists of two stages

Impact RatingInstant Reaction

Like / Dislike

RecallAd Awareness and

Brand Recall


Tested Material

• To make tested material – TV air – closer to reality respondents will

watch edited air including parts of real TV shows, channel's identity,

announces, ad blocks etc.

• Total number of spots in test is 30:

– 10 spots – TOP10 commercials of previous month (by media weight)

– 20 spots – Clients commercials


Instant Reaction

• Every time when respondent opinion concerning

material in test changes he/she changes device

rotator position

• In result – every detail in tested material is rated by

respondents

7

This commercial you can watch here:http://www.youtube.com/watch?v=hxgrhovNNog

http://www.youtube.com/watch?v=hxgrhovNNog


Sample

• Study is managed in Kiev

– Notecability indicator at the most informationally cluttered market

• Sample size is 300 persons

– It‟s enough for separate analysis of main demographic subgroups

• Field scheme: recruit on location

– 100% avoidance of “professional respondents”

• Participants of the study are people 18-50 yo who

regularly buy goods from the following 5 main FMCG

categories (food, drinks, household cleaning products,

medicine, telecom)

– It‟s a core of the commercially attractive audience

– The filter cut off most poor people


Results Usage. Media

• At campaign planning process KWENDI Impact & Recall Rating results allow:

– to estimate noticeability of creative comparing with ad clutter and category

– to define main media benchmarks

– to correct SoV and effective reach goals

9

– to modify campaign weights

– to choose optimal spot length

– to check spot wearout


Results Usage. Creative (1)

• KWENDI Impact & Recall Rating gives the following important data:

– commercial perception dynamics

it‟s possible to make commercial cut more effective basing on research data

– commercial branding

share of people who not only remembered commercial but remembered brand in it is important variable

– best TVC choice

audience opinion is the best solution when choosing commercial version

10


Media & Creative

• KWENDI Impact & Recall Rating allows to collect wide knowledge

base which allows:

– to see benchmarks of either category or TV ad market

– to define successful and unsuccessful creative approaches

• This allows to makes new commercials creating more clear and

transparent

11


Experience


KWENDI Impact & Recall Rating in Ukraine

• From October 2009 KWENDI Impact Studies started in Kiev regular

research focused on TV commercials noticeability and memorability

• This experience allows us to summarize data and to see useful

insights

More than 500

Ukrainian

commercials

were tested

More than 15

categories got

benchmarks

Most popular

media tools

were tested and

measured

Different

creative

approaches

were evaluated


Categories

14

High RecallLow Recall

Positive

Negative

Av IR

0

Av Recall 28%

Ball Diameter = Unaided

Preference

Different categories ads perception varies significantly


Exception

15В презентации приведен

Impact Rating с базой 0

High RecallLow Recall

Positive

Negative

Av IR

0

Av Recall 28%

Ball Diameter = Unaided

Preference

In every category results are significantly different


Commercial wearout

16

17% 17%

22%

45%16

-1 -1

-10

-50

-40

-30

-20

-10

0

10

20

30

40

50

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Semki (Oct 2010) Semki (Nov 2010) Beeline (Oct 2010) Beeline (Nov 2010)

Awareness

Impact Rating

Commercial wearout is characterized by changing of instant reaction to more negative


Audience commercial is focused on

17

24

2

38

19 19

F 18-29 F 30-50 M 18-29 M 30-50 Total

Pepsi

Results show audience which commercial is focused on

actually

Impact Rating


Media tools

18

Premium positions don’t bring positive effect by default

On an average premium position effect is equal to zero

51% 49%55%

42%38%

45%

1

-5-4

-6-5-4-3-2-1012

0%

10%

20%

30%

40%

50%

60%

First position Last position Inside Ad Block

Awareness

Brand Recall

Impact Rating

Typical results comparing are shown on the diagram


Average figures

19

-100

Min MaxAvr

Instant reaction 0 100

0%Ad Awareness 28% 100%

0%Brand Recall 11% 100%

Ukrainian TV viewers perceive advertising neutrallyLow memorability and clearness are main

Ukrainian advertising problem


Clients(non-confidential projects)


References From Our Clients

21

1+1 TV channel

Kraft Foods Ukraine

Samsung Ukraine

Toyota Ukraine


Thank You for

your Attention!

Presentation of Kwendi Impact & Recall Rating research(eng)

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