2014 11 28 who won the sun black friday - newspaper, print advertising, eyetracking, research,...
TRANSCRIPT
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Who Won Black Friday in The Sun?An eye-tracking study by Lumen Research
28-11-2014
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Methodology
© Lumen Research Ltd 2014
77* nationally representative respondents we asked to read a pdf of the print edition of Friday’s Sun on a screen, while their eye movements were tracked using specialist cameras
They were then asked a short questionnaire, to assess recall and purchase intent
The research took place on Friday 28th
November in Reading
* Data from 4 respondents was removed due to poor eye tracking results
Discreet eye tracker
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BT’s Black Friday in The Sun?
This week’s winner is BT with their Black Friday ad.
93% of our respondents looked at the ad, 16% more than predicted by our norms.
Readers engaged with the ad for 3.4 seconds, more than enough time to read the headline and check the prices on offer.
© Lumen Research Ltd 2014
Expected Actual
Standout 77% 93%
Engagement 2.2 3.4
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Black Friday not just for traditional retailers
BT is a surprise winner of the most noticed at in The Sun this Friday, beating ads from Currys, Tesco and Asda, amongst others.
You might expect one of the traditional retailers to have advertising that gains the most attention.
However, BT’s big, bold sale ad stole the show.
This highlights two interesting phenomena.
Firstly, that in the UK at least, Black Friday is shopping festival for all products and categories. Electronics is only part of the overall sales frenzy.
Secondly, that some companies like BT need to cover – and excel – at every stage of the marketing funnel.
Congratulations, BT.
© Lumen Research Ltd 2014
lumen-research.com
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© Lumen Research Ltd 2014
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