tvc effectiveness measurement method

TVC (TELEVISION

COMMERCIAL)

EFFECTIVENESS

MEASUREMENT SURVEY

August 2014

Do you ever have a question like this?

2

• How effective the TVC is?

• What is your strategy to maximize cost effectiveness

improvement?

• Review the TVC by effect measurements.

In consideration for the next TVC campaign,

above questions could only be imagined

Research techniques to accurately

measure the effectiveness of a TVC in

Indonesia?

3

Problem

Solution

In orthodox survey technique: the "saw" and "remember" TVC group are

used, and likely to overestimate purchase intention from TVC.

Other evaluation from non-contact-with-TVC group should be considered

besides evaluation of contact-with-TVC group as well. The results,

therefore, would be more accurate as comparing insights of contact and

non-contact with-TVC groups.

In survey with only contact persons,

it is obvious that we CANNOT grasp the facts

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How to correctly visualize the

effectiveness of a TVC in Indonesia?

Contact-with TVC group’s

future purchase intention

Non-contact –with-TVC

group’s future

purchase intention

TVC advertising

effectiveness is

actual and apparent

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Changes in the actual purchase intention are based on cases.

In the following example, for those who are exposed to TVC, advertising effectiveness is 1.9% higher.

In comparison of this group to the group that are not exposed to TVC, we can better understand the ads

measurement.

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TVC contact

•Perception of Product…...........85.7%

•Future purchase intention…….88.0%

+2.3%

TVC non-contact

•Perception of Product...............85.7%

•Future purchase intention…….88.0%

+0.4%

Difference

1.9% = 2.3% - 0.4%

How to correctly visualize the

effectiveness of a TVC in Indonesia?

TVC-contact group

TVC non-contact group

Perception of product Future purchase intention

0％

100％

88.0％

85.7％

69.6％

80％

60％

40％

20％

70.0％

Example of survey design in measuring

TVC effectiveness

In order to compare the non-contact to the contact group, we need to set various indicators in

basic communication media, perception and purchase intention

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Screening questions

In contact with media

Non-contact with TVC

Contact with TVC

Future purchase intention

Add metrics

Perception at the time of contact

To eliminate the influence of other media

Basic Evaluation items Supplemental Evaluation Indicators

• Perception of TVC upon contact

• Creative rating

• Key message recognition

• Future purchase intention

Quantitative evaluation

• Goodwill and non-goodwill reasons

• Perception evaluation

• Reasons for use and non-use intention

Qualitative Evaluation (FA)

• Interests

• Compatibility

• Product and feature image

• Emotional image

• Taste image

• Occasions (Scene)

Actual Relationship revelation

Effectiveness Evaluation

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• Purchase intention of TVC contacted group are higher

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Subject Increment/ Decrement Description

TVC contacted person ＋2.3％Since purchase intention of

TVC-contacted group is higher

than non-contacted group,

TVC affects purchase

intention.TVC non-contacted person ＋0.4％


• Purchase intention of TVC contact group remains the same, while non-contact group's decreases


TVC contacted person ± 0.0％

Since the purchase intention of

TVC contacted group remains

unchanged while non-contact

group's is decreased, it can be

said that TVC affects purchase

intention by preventing

purchase intention

TVC non-contacted person - 0.4％

• Increment and decrement of purchase intention is the same

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TVC contacted person ＋2.3％The increase of purchase

intention in TVC non-contacted

group is influenced by other

media, which is varied

seasonally; hence, TVC does

not affect purchase intentionTVC non-contacted person ＋2.3％


TVC contacted person ＋0.4％Purchase intention of TVC

contacted group is increased

slightly due to TVCM

effectiveness. However, TVC

has no effect on the increment

of non-contacted group.TVC non-contacted person ＋2.3％


• Purchase intention of TVCM non-contacted group are higher

Basic Package

Study Schedule and Service content

• It takes around 1.5 months from the starting date of survey creation until report submission

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Pre-discussion

Research design and Preparation

Survey Implementation

Data analysis and Report preparation

Reporting

10 -15 days before survey starting date 5 - 10 days 4 - 6 business days 2 - 5 business days

・Indentify issues

・Clarify research objectives / purposes

・Specify schedule

・Research design

・Research analysis confirmation

・Deliverables (full report)

・Finalize delivery data

・Data collection

・Data process and analysis

・Confirmation on additional analysis (cross tabulation)

・Report with key findings

・Report of each item

・Overall recommendations

Sample Estimation

Country Indonesia - Nationwide

Sample Size

600ss (TVC contact and non-contact group)

In case of evaluation on specific target, quota of age and gender

will be kept.

Deliverables (Full report) Raw data, GT, Crosstab

Deliverables (report) Report of analysis

Fee US$ 6,000 -

Timing 1.5 months

RemarksIn case of conducting more than one wave, fresh sample will be

prioritized

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Deliverables Sample

• In terms of purchase intention

13

0

20

40

60

80

100

Very likely tobuy

Somewhatlikely to buy

Neutral Somewhatunlikely to buy

Very unlikely tobuy

Contact group

Non-Contact group

Output Image:

Question. Purchase Intention

Cross-Media Measurement Research

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By classifying the TOP 2 media channels exposure that affect purchase

intention, advertising effectiveness will be revealed.

1. Impact of TVC exposure

2. Impact of outdoor advertising exposure

3. Impact of both TVC and SNS/Forum exposure

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Cross-Media Measurement Research

Example of TOP 2 media channels

exposure that affect purchase intention

(TVC・SNS/Form・Outdoor advertising）

With a focus on TVC, the advantage of this method is that it can measure the effectiveness of multiple

media.

Below illustrated image shows that the multiple media exposure has higher advertising effectiveness.

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TVC17.0％

SNS/Foru

m17.2％

Outdoor

advertising18.1％

20.2％（TVC &

SNS/Forum）

31.5％（TVC &

Outdoor

advertising)39.6％(3 media

channels

exposure)

23.0％（SNS/Form &

Outdoor advertising）

Average percentage of

cross-media exposure

-----------

Purchasers

-----------

Measuring level of

purchase intentions

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W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’and ‘Web marketing’. Online research is conducted based on Nusaresearch– our actively managed over 100,000 memberspanel with various segmentations across Vietnam.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

W&S Joint Stock Company» Address» 21H Grand Slipi Tower, Jl. S. Parman Kav 22-24, Slipi, Jakarta Barat, Indonesia 11480Office phone: (021) 29 022 227 Fax: (021) 29 022 365» Email: [email protected] » Website: http://nusaresearch.com/

The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of thissurvey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website addresshttp://vinaresearch.jp).

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