focus media singapore...2009/06/05 · base: female respondents who have seen the ad (n=102) 71%...

Focus Media SingaporeAd Recall Measurement Study for

L’Oreal Paris & Maybelline(May 2009)

Research Background• Focus Media Singapore has pioneered the concept of deploying

digital screens at the elevator waiting lobbies of the prime office buildings and shopping malls in Singapore since January 2005.

• The 230-Building network offers advertisers a highly targeted and highly captive advertising platform to reach out to PMEBs & White Collar Workers while they wait for their elevators to arrive at the elevator lobbies.

• As part its continuing effort to measure the effectiveness of the medium for advertisers, Focus Media organized the third Ad Recall Measurement study for L’Oreal Singapore.

• This document summarizes the findings.

Research Objectives– To measure the Ad Recall and the Message Recall of the following two TVCs, in

different product categories as follows:

CategoryCategory ProductProductCosmetic Maybelline Pure Mineral (15sec)Skin Care L’Oreal Paris Men Expert Hydra Energetic (20sec)

– To find out the audiences’ Purchase Intention after watching the TVC;

– To evaluate the effectiveness of the medium and its advantages over traditional media;

– To understand the elevator usage behavior;

– To understand the audience demographics.

– The questionnaire was jointly designed by L’Oreal and Focus Media; interviews were jointly conducted by L’Oreal, Optimedia and Focus Media.

Research Methodology (1/2)• Method of data collection:

– With permission from the landlords, interviewers were stationed at the elevator waiting lobby of the sampled buildings and approached those who were leaving the building.

– Upon qualifying after asking a few screening questions, the interview was conducted face-to-face and each interview last between 6-10 minutes.

• Targets:– Those aged 18 or above

• Who are going out of the building;• Who are working at the sampled buildings;• Who have watched the LCD TV Network at the elevator waiting lobby of

the building; • Who are not working in relevant industries (including Advertising, Media,

PR, Marketing and Market Research, Skin Care/Cosmetic product manufacturer/wholesaler/retailer).

• Sample size : A total of n= 209 successful interviews were completed.

• Fieldwork period : 4:30 – 7:30 p.m. on May 27 & 28, 2009

• Mechanics : The two TVCs have been running for four weeks beforefieldwork was conducted.

Research Methodology (2/2)• Interviewing locations:

– 8 buildings were sampled.– Listed below are the selected buildings and the number of interviews completed in each building.

209Total :1728-MayShenton WayOctagon

2428-MayShenton WayGB Building

3128-MayShenton Way79 Anson Road

1128-MayOrchardForum

3527-MayShenton WayShenton House

2027-MayRiver Valley RoadValley Point

2727-MayRiver Valley RoadGreat World City

4427-MayRaffles Place55 Market Street

Number of interviewscompletedDate of InterviewDistrictProperty Name

TVCs Evaluated (1/2)Maybelline Pure Mineral (15sec)Maybelline Pure Mineral (15sec)

:Title of TVC was not shown on the storyboard for Aided questions

TVCs Evaluated (2/2)LL’’Oreal Paris Men Expert Hydra Energetic (20sec) Oreal Paris Men Expert Hydra Energetic (20sec)

:Title of TVC was not shown on the storyboard for Aided questions

Effectiveness of Advertisingon LCD TV Network

Ad Recall of Maybelline Pure Mineral TVC (15sec)

30%

68%

34%

72%

21%

60%

Unaided

Unaided + Aided

All Respondents

All Female RespondentsAll Male Respondents

Base: All respondents (n=209); All Female respondents (n=142); All Male Respondents (n=67)

Ad Recall of L’Oreal Paris Men Expert Hydra Energetic TVC (20sec)

51%

89%

50%

89%

52%

91%

Unaided

Unaided + Aided

All Respondents

All Female RespondentsAll Male Respondents

Base: All respondents (n=209); All Female respondents (n=142); All Male Respondents (n=67)

Ad Recall Rate (1/3)

15%

11%

27%

15%

26%

26%

32%

48%

Maybelline Pure Mineral

L'Oreal Paris Men ExpertHydra Energetic

1 - 5 times 6 - 10 times 11 - 15 times 16 times or above

Average times

11.1

12.6

Base: Those who claimed to have watched the TVC in the past 4 weeks.Maybelline (n=62); L’Oreal (n=106)

UnaidedUnaided

Average times recall watching any of those two TVCs: 12.0


34%

26%

34%

38%

11%

19%

21%

17%




Average times

8.6

9.0


AidedAided



25%

18%

31%

25%

18%

22%

26%

35%




Average times

9.7

11.0


Unaided + AidedUnaided + Aided


Purchase Intention towards theProducts after watching the TVCs

Purchase Intention After Watching the TVC

2%

44%

13%

34%

7%

0%

2%

0%

4%

18%

9%

Have an interest in theproduct and will find out

more

Have an interest in theproduct and will buy it

Have an interest in theproduct but will not buy it

Have bought already andwill keep on buying it

Have bought already butwill not buy it again

No Answer

Maybelline Pure Mineral(Female Respondents only)

L'Oreal Paris Men ExpertHydra Energetic (MaleRespondents only)

68%

Base: Maybelline (n=102 female; Have watched the ad). L’Oreal (n=61 male; Have watched the ad).

Purchase Intention After Watching the TVC – Maybelline Pure Mineral (15sec)

9%

19%

4%

0%

1%

7%

14%

4%

0%

4%2%

0%

4%

18%

9%

Have an interest in theproduct and will find out

more





No answer

68%

Base: Female respondents who have seen the ad (n=102)

71% 66%

Base: Those who recall watching the TVC of Maybelline Pure

Mineral on the LCD TV Network 1-5 times in the past 4 weeks, not taken other media into account.

(n=28)

Light viewers Heavy viewersBase: Those who recall watching

the TVC of Maybelline Pure Mineral on the LCD TV Network 6 times or more in the past 4 weeks,

not taken other media into account. (n=74)

TotalBase: Those who recall watching

the TVC of Maybelline Pure Mineral on the LCD TV Network in the past 4 weeks, not taken other

media into account. (n=102)

Purchase Intention After Watching the TVC – L’Oreal Paris Men Expert Hydra Energetic (20sec)

43%

15%

33%

7%

0%

2%

57%

0%

43%

0%

0%

0%2%

0%

7%

34%

13%

44%Have an interest in the

product and will find outmore





No answer

Base: Those who recall watching the TVC of L’Oreal Paris Men Expert Hydra Energetic on the

LCD TV Network 1-5 times in the past 4 weeks, not taken other

media into account. (n=7)

Light viewers Heavy viewersBase: Those who recall watching

the TVC of L’Oreal Paris Men Expert Hydra Energetic on the

LCD TV Network 6 times or more in the past 4 weeks, not taken

other media into account. (n=54)

TotalBase: Those who recall watching

the TVC of L’Oreal Paris Men Expert Hydra Energetic on the LCD TV Network in the past 4

weeks, not taken other media into account. (n=61)

Base: Male respondents who have seen the ad (n=61)

Message Recall after watching the TVCs

Maybelline Pure Mineral TVC (15sec)

1%1Crystal Clear Face

1%1Brighten Face

2%2UV Protection

4%5Smooth

4%5Natural

5%6Look Better

7%9Mineral

8%10Cosmetic/Makeup

8%10Beautify

10%13Good Coverage

12%16Good for Skin

22%29Foundation/Powder

%# of PeopleMessage Recall %# of PeopleMessage Recall

104%130Total

10%13Others

1%1Vanity

1%1Pure

1%1Perfect Skin

1%1Organic

1%1Healthy Skin

1%1Good for Complexion

1%1Give Fine Look

1%1Flawless

1%1Fill up Pore

1%1Ease of Use

% may add up to more or less than 100% due to rounding; Base: Respondents who have seen the ad (n=142)

L’Oreal Paris Men ExpertHydra Energetic TVC (20sec)

%# of PeopleMessage Recall

1%2Attractive

2%3Smooth

2%3Look Better

2%3Cologne

2%4Serum

2%4Firming

2%4Face Care

4%8Toner

4%8Look Like Daniel Wu's Skin

5%9Moisturizing

5%10Refreshing

8%14Men Need to Take Care Skin

15%27Cleansing

31%56Good for Skin/Skin Care

%# of PeopleMessage

105%182Total

7%13Others

1%1Young

1%1Vitamin C

1%1Uplift

1%1Protection

1%1Hydrating

1%1Healthy

1%1Grooming

1%1Glamour

1%1Cool

1%1Brighten

1%1Booster

1%1Beautify

1%2Energetic

% may add up to more or less than 100% due to rounding; Base: Respondents who have seen the ad (n=187)

Elevator Usage Behavior

Frequency of Taking Elevator from Lobby to the Office on a Daily Basis

31%

5%

9%

48%

7% 1 - 2 times

3 - 4 times

5 - 6 times

7 - 8 times

9 times or above

Average frequency of taking elevator from lobby to the office: 4.6 times

Remarks: - Base: All respondents (n=209)- It is counted single trip from building lobby going up to the respondent’s office

Waiting Time Per Elevator Ride

17%

22%

31%

30%30 seconds to lessthan 1 minute

1 minute to less than1.5 minutes

1.5 minutes to lessthan 2 minutes

2 minutes or more

Average waiting time per elevator ride: 1.3 minutes

Base: All respondents (n=209)

Preference on LCD TV Networkat Office Buildings

Overall Preference of the LCD TV Network

10%

0.00%

56%

34%Like it verymuch

Like it

Average

Dislike


Exposure to Advertisements on LCD TV Network vs. Key Traditional Media


59%

84%

46%

17%

8%

21%

23%

8%

33%

Local Paid/ Free TVChannels

Outdoor ElectronicMedia

Newspapers/Magazines

More on LCD TV Network About the same Less on LCD TV Network

Demographics

Gender

32%

68%

Male

Female


Current Age0%

0%

11%

23%

26%

18%

11%

8%

3%

Below 16

16-19

20-24

25-29

30-34

35-39

40-44

45-54

Above 54


Average Age: 33.7

The Highest Education Level Attained

15%

12%

4%

67%

1%Other

Primary/Secondary

Schools

Post SecondarySchools

Diploma/Bachelor's

Degrees

Master's Degreesor above


82%

Current Occupation

1%

1%

7%

44%

26%

22%

Chairman/President/CEO/COO/CFO/MD

Vice President/General Manager

Department Head/Department Director

Director/Manager/Executive

Administrative Personnel

Others (Doctors, Accountants,Engineers, Lawyers, etc.)


Average Monthly Personal Income

22%

15%

18%

20%

16%

8%

$6,001 and above

$4,501-$6,000

$3,501-$4,500

$2,501-$3,500

$2,001-$2,500

$2,000 or below


Average MPI: S$3,886

Reach & Frequencyof LCD TV Network

Frequency/DepthWeekly 588 exposures

* Source: Nielsen Media Index 2008 (Age 15+)

# Source: Data provided by Landlords and Savills industry average floor space per tenant (updated 4 Jun 09, 230 buildings)

@ Source: Independent Research Jun 2008 and May 2009 (updated 4 Jun 09, 230 buildings)

Reach/Impact15.6% of Population

25.9% of Labor Force

38.1% of PMEB/White Collar

Population: 3.69 million *Labor Force: 2.2 million *PMEB/White Collar: 1.51 million *

Focus Media: 0.58 million #

Captive Environment10+ Ad Recall rate (4 weeks) @

57.4 million Impressions (4 weeks) @ $0.88 CPM ($9,000 weekly)

THANK YOUTHANK YOU

focus media singapore...2009/06/05 · base: female respondents who have seen the ad (n=102) 71%...

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