Flemington, NJ, October 16, 2009 – A new media study among 337 consumers revealed that more non-AT&T users (37%) indicated that they were likely to switch to AT&T after viewing its new ad, compared to a previous study in which 33% of non-Verizon users indicated they would switch to Verizon after viewing its new ad.
The study was conducted by HCD Research using its MediaCurves.com® website on November 20-24 to obtain consumers’ perceptions of a recent AT&T ad featuring actor Luke Wilson mocking Verizon Wireless. The study was conducted among consumers of all wireless phone carriers including Verizon, Sprint, AT&T and T-Mobile. To view interest curves and detailed results go to: www.mediacurves.com.
An overwhelming majority of respondents (84%) reported that the AT&T ad was effective with 34% indicating that is was ‘extremely effective’ and 50% reporting that it was ‘somewhat effective’. After viewing the ad, 84% of viewers indicated that they perceived the AT&T wireless brand as favorable, with 24% indicating that it is ‘extremely favorable’ and 60% indicating that it is ‘somewhat favorable.’
Among the findings:
Please indicate your perception of the AT&T Wireless brand.
|
|
BEFORE viewing ad |
|
AFTER viewing ad |
||||
|
|
Total |
AT&T User |
Non-AT&T User |
|
Total |
AT&T User |
Non-AT&T User |
|
Extremely favorable |
23% |
39% |
11% |
|
24% |
39% |
14% |
|
Somewhat favorable |
59% |
53% |
64% |
|
60% |
55% |
64% |
|
Somewhat unfavorable |
15% |
7% |
21% |
|
12% |
4% |
17% |
|
Extremely unfavorable |
3% |
1% |
5% |
|
4% |
1% |
6% |
Please indicate your likelihood to switch your wireless phone carrier to AT&T.
|
|
AT&T ad |
Verizon ad |
|
Extremely likely |
8% |
6% |
|
Somewhat likely |
29% |
27% |
|
Somewhat unlikely |
41% |
40% |
|
Extremely unlikely |
23% |
28% |
Please indicate how effective you think this advertisement was.
|
|
Total |
AT&T User |
Non-AT&T User |
|
Extremely effective |
34% |
47% |
26% |
|
Somewhat effective |
50% |
44% |
54% |
|
Not at all effective |
16% |
9% |
21% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
|
 Send This Thread to a Friend |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
