samsung tv screens october 2010. samsung tv screens fieldwork conducted at heathrow airport –t1:...
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Samsung TV Screens
October 2010
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Samsung TV Screens
• Fieldwork conducted at Heathrow Airport– T1: 34 resps
– T3: 43 resps
– T5: 21 resps
• Face-to-face questionnaire• 7th – 22nd October 2010 • Measurement and Recall of:-
– TV Screens Awareness
– Samsung Brand attribution
– Samsung Brand Values Test
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“The screens are sponsored by an electronics company.
Do you know which company sponsors them?”
Prompt: “The screens were sponsored by Samsung, do you remember now?”Base: Those who recalled the screens
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“What would you like to watch on the plasma/LCD screens?”
75% wanted to watch BBC News 24
Prompted show-cardBase: Those who recalled the screens
%
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“Do you think it is a good idea to have a plasma/LCD screen to watch TV programmes on in this area?”
%
68
21
2 1
89% of all respondents think the screens a good idea
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“If you were buying a TV, how likely would you be to consider Samsung having seen the TV screens?”
%
27
40
27
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“Here are some comments made about the Samsung TV screens. Do you agree or disagree?”
Agree%
This type of sponsorship gives Samsung more prestige 93%
The sponsorship indicates they are market leaders 53%
The sponsorship indicates they care about their customers 33%
I feel closer to Samsung as they are spending money providing entertainment for travellers
20%