fac tv : colombus results january 2014. methodology & sample structure
TRANSCRIPT
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FAC TV : Colombus results
January 2014
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Methodology & sample structure
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Belgians 18-74 y.o. (total Belgian universe = 7,761 mil individuals *)
Sample size: W0 (pretest sept13): N = 1000W1 (posttest okt13): N = 1000
57% NL / 43% FR50% Male / 50% Female
30% 18-34 yo/ 41% 35-54 yo / 29% 55+ yo
* The sample of CIM-study 2012 is randomly composed on a base of persons who were randomly chosen within the NIS-quarters. N=10 488 individuals for total survey of 2012!
Universe
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Sample structure
Both waves are comparable in terms of socio-demographic criteria, allowing us to compare both tests in an objective way (no bias from external factors).
* The sample of CIM-study 2012 is randomly composed on a base of persons who were randomly chosen within the NIS-quarters.N=10 488 individuals for total survey of 2012!
Homme
Femme
SC 1-4
SC 5-8
18-34
35-54
55-79
Néerlandais
Français
Flandre Occidentale + Orientale
Anvers, Brabant Flamand, Limbourg
Bruxelles
Brabant Wallon, Hainaut
Liège, Namur, Luxembourg
Sexe
Grou
pe so
cial
Age
Lang
ueNi
else
n
0% 10% 20% 30% 40% 50% 60% 70%
CIM 2012
W1 posttest (n=1000)
W0 pretest (n=1000)
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Results
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AD4 Ad evaluation (W1 posttest n=1000)Dans quelle mesure êtes-vous d’accord avec ces affirmations?
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Is gemakkelijk te begrijpen
Doet me denken aan een cholesterol “probleem“
Geeft duidelijk aan dat dit product goed is voor de cholesterol
Bevat nuttige informatie
Is belangrijk voor veel mensen
Is geloofwaardig
Is relevant voor mijn familie
Is relevant voor mij
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
21.3%
10.4%
9.3%
5.5%
8.1%
4.9%
4.8%
4.4%
60.5%
47.0%
47.3%
46.3%
40.3%
43.3%
26.5%
26.5%
8.7%
21.8%
22.2%
26.9%
25.8%
29.3%
35.2%
35.4%
2.8%
11.1%
10.5%
11.1%
9.9%
9.4%
20.8%
21.6%
6.7%
9.7%
10.7%
10.3%
15.9%
13.0%
12.8%
12.1%
Helemaal akkoord Eerder akkoord Eerder niet akkoord Helemaal niet akkoord Geen idee/Weet het niet
Message is clear because easy to understand.It’s about cholesterol !
Sign diff between ‘++&+’ vs ‘--&-’INFORMATION – MESSAGE
>
>
>
=
=
=
<
<
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Is origineel
Is aangenaam om naar te kijken/luisteren
Is gemaakt door professionele mensen
Trekt de aandacht
Is anders dan andere spots voor eieren
Is overtuigend
Doet me lachen
Past bij het imago dat ik over Columbus heb
Spreekt me persoonlijk aan
Is storend
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
7.9%
4.0%
4.3%
5.3%
5.9%
2.9%
4.0%
2.4%
2.4%
3.9%
48.1%
50.0%
44.9%
40.5%
31.4%
33.4%
24.4%
20.8%
20.3%
12.7%
25.2%
24.9%
17.7%
27.3%
14.8%
38.0%
36.7%
15.4%
34.0%
38.9%
10.8%
12.8%
5.3%
14.7%
5.6%
15.4%
27.4%
4.8%
30.6%
34.3%
8.0%
8.3%
27.7%
12.2%
42.3%
10.3%
7.5%
56.6%
12.7%
10.2%
Helemaal akkoord Eerder akkoord Eerder niet akkoord Helemaal niet akkoord Geen idee/Weet het niet
Sign diff between ‘++&+’ vs ‘--&-’
>
>
=
<
<
<
<
<
<
<
CREATION
Originality and rapture are claimed as best items
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Very low call-to-action : 27% ready to buy, 23% to talk
Sign diff between ‘++&+’ vs ‘--&-’
>
<
<
<
<
Bevat een duidelijke link met eieren
Stelt me een interessant aanbod voor, dat me zou kunnen interesseren
Zet me aan om mij te informeren over het aanbod van Columbus
Zet me aan om eieren van Columbus te kopen
Zet me aan om over de eieren van Columbus te praten
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
33.1%
5.1%
4.9%
3.7%
4.1%
51.1%
30.5%
30.1%
24.0%
18.9%
7.4%
35.1%
33.1%
35.7%
34.7%
2.6%
18.1%
21.7%
24.0%
28.9%
5.7%
11.2%
10.2%
12.6%
13.4%
Helemaal akkoord Eerder akkoord Eerder niet akkoord Helemaal niet akkoord Geen idee/Weet het niet
PRODUCT RELATED / CALL TO ACTION
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Q6 Association Columbus and value
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Q6 Association Columbus
Columbus
Belovo
Ovyta
Lustucru
Ferme Chabert
Matines
Cocorette
Moissons
Mère Poule
Pic-Nic
Le Gaulois
Pessleux
Galinette
Aucune idée
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
26.4%
0.8%
3.3%
1.0%
2.1%
0.5%
0.3%
0.0%
1.3%
0.7%
1.0%
0.6%
0.0%
62.0%
28.0%
1.7%
1.4%
1.2%
1.0%
0.7%
0.6%
0.3%
0.3%
0.3%
0.3%
0.0%
0.0%
64.1%
Posttest (oct13) (n=374)Pretest (sep13) (n=354)
Base = People who are aware of the concept
No significant difference on a 95% confidence level
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TV Performances : delivered vs. planified
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Q1 TOM & Spontaneous brand awareness
TOM brand awareness
Total spon brand awareness
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Private label
Columbus
Bio/Scharrel eieren
Ferme Chabert
Lustucru
Cocorette
Matines
Boni
Winny
Ovita
Ovyta
Belovo
Pessleux
Loué
Ferme Flement
Ferme Pessleux
Oeuf
No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%
10.5%
7.1%4.5%
2.1%
1.5%
74.3%
12.4%
9.0%5.5%
2.9%
1.3%
72.2%
Posttest (oct13) (n=1000)
Pretest (sep13) (n=1000)
Spontaneous
Private label
Columbus
Bio/Scharrel eieren
Ferme Chabert
Cocorette
Lustucru
Boni
Matines
Ovyta
Winny
Belovo
No answer
0% 10% 20% 30% 40% 50% 60% 70% 80%
7.8%
6.2%
3.4%
1.4%
0.7%
74.3%
9.0%
7.9%
4.5%
2.1%
0.8%
72.2%
Posttest (oct13) (n=1000)
Pretest (sep13) (n=1000)
TOM = First brand mentionned
Q1 TOM & Spontaneous brand awareness: National Quelles sont les marques d’œufs que vous connaissez, même si ce n’est que de nom?
Significantly more low involvement for NL (W0 + W1) (n=2000)
*NL: 78,6% FR: 66,2%
+ 26%
+ 27%
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Q2 Aided brand awareness
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Columbus
Ferme Chabert
Lustucru
Matines
Cocorette
Le Gaulois
Belovo
Mère Poule
Pic-Nic
Ovyta
Pessleux
Galinette
Moissons
Aucune de ces marques
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
24.9%
15.5%
13.3%
6.7%
5.8%
8.5%
4.3%
3.0%
1.9%
1.2%
0.8%
1.7%
0.3%
51.6%
27.0%
17.8%
14.7%
8.0%
7.3%
7.1%
5.1%
2.8%
2.0%
1.9%
1.5%
1.3%
0.5%
51.0%
Posttest (oct13) (n=1000)Pretest (sep13) (n=1000)
Q2 Aided brand awareness – By waveDans la liste suivante, veuillez cocher les marques d’œufs que vous connaissez, même si ce n’est que de nom.
No significant difference on a 95% confidence level
+ 8%
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Columbus
Ferme Chabert
Lustucru
Matines
Cocorette
Le Gaulois
Belovo
Mère Poule
Pic-Nic
Ovyta
Pessleux
Galinette
Moissons
Aucune de ces marques
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
27.0%9.0%7.9%
TOM
SPONT
AIDED
Q2 Aided brand awareness – Post-test (n=1000)Dans la liste suivante, veuillez cocher les marques d’œufs que vous connaissez, même si ce n’est que de nom.
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Q5 Awareness in general
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Pretest (sep13) Posttest (oct13)0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8.8% 9.1%
26.6% 28.3%
64.6% 62.6%
Non, je n’en ai jamais entendu parlerOui, j’en ai entendu parler mais je n’en ai jamais achetéOui, j’en ai entendu parler et j’en ai déjà acheté
Q5 Awareness Columbus - By waveAvez-vous déjà entendu parler de ce type/marque d’œufs ?
* significant difference on a 95% confidence level
OUI: 35,4%
OUI: 37,4%
Women*: 42,8%
35-54*: 39,9% + 55+*: 46,9%
Heavy RTL/VTM-viewers*: 42,5%
+ 6%
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Q7 Source of awareness
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Publicité à la TV *
Par le bouche à oreille (collègues, amis,…)
Publicité dans les journaux / magazines
Via promotion en magasins (folders, etc)
Via des prospectus, des brochures
Publicité à la radio
Via le site web
Publicité sur internet
Via un médecin généraliste
Via un diététicien
Via un cardiologue
Via un endocrinologue
Autres
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
16.4%
26.9%
19.8%
24.5%
7.1%
7.4%
4.9%
5.0%
1.4%
3.8%
1.2%
0.6%
14.2%
23.0%
22.8%
20.5%
19.9%
10.5%
5.4%
5.4%
3.0%
2.8%
2.7%
0.5%
0.2%
11.5%
Posttest (oct13) (n=374)Pretest (sep13) (n=354)
Q4 Source of awareness – By wavePouvez-vous nous dire comment vous êtes-vous mis au courant/avez-vous entendu parler de ce type d’œufs?
* significant difference on a 95% confidence level
Base = People who are aware of the concept
+ 40%
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AD3 Ad appreciation
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1 2 3 4 5 6 7 8 9 100.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Posttest Chocol@ (n=998)Posttest Columbus (n=1000)
AD3 Ad appreciation – National (post-test) Quelle est votre appréciation globale de ce spot TV?
Note: Top 3 (8-9-10/10):
* significant difference on a 95% confidence level
Top 3 : 15,8%
Top 3 : 23,8%*