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Motrin Viral Video Study - Believability |
Flemington, NJ, January 6, 2008 – A new study among 100 consumers revealed that the majority of respondents (79%) indicated that a viral video which appeared on Motrin’s web site evoked positive emotions, in contrast to negative feedback the video received on various blogs.
The study was conducted by HCD Research to obtain viewers’ perceptions of a Motrin viral video that appeared on Motrin’s web site. The study was also conducted to determine whether blog content created a valid public perception of the brand, and if the intended messages were delivered effectively to women with young children.
When viewing the responses outlined in the blogs, it would appear that the video had a more negative impact than positive. Many viewers reported that the video was offensive, and therefore, had developed a more negative perception of the Motrin brand.
However, when the video was tested among Motrin users and non-users, it generated a much more positive overall response then what was portrayed in the blogs. In addition to the 79% who reported that the video evoked positive emotions, 77% indicated that they can relate to the commercial, 64% reported that they would forward the video to their friends, and 54% reported they would watch the whole video.
Among the findings:
Percentage of respondents who relate to the video:
|
Total |
Motrin Users |
Non Users |
|
77% |
81% |
75% |
Percentage of respondents who like some aspect of the video:
|
Total |
Motrin Users |
Non Users |
|
61% |
59% |
62% |
Agreement with statements regarding the video:
1=Strongly Disagree; 7=Strongly Agree
|
If I see this video on |
Total |
Motrin Users |
Non Users |
|
|
It would create a positive perception of the manufacturer of Motrin |
Top-2 % |
47% |
44% |
49% |
|
Mean |
4.8 |
4.9 |
4.8 |
|
|
It would create a positive perception of Motrin |
Top-2 % |
48% |
47% |
49% |
|
Mean |
4.7 |
4.9 |
4.6 |
|
|
It would prompt me to seek more information about Motrin |
Top-2 % |
38% |
41% |
37% |
|
Mean |
4.3 |
4.6 |
4.1 |
|
Percentage of respondents who reported the video evoked a positive emotion:
|
Total |
Motrin Users |
Non Users |
|
79% |
84% |
76% |
While viewing the video clip, participants indicated their levels of believability and 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 post-viewing questions.
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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).
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