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New Verizon Wireless Ad is Huge Success among Non-Verizon Customers


Verizon Ad - There’s a Map for That
Majority of Verizon Wireless customers and non-customers say ad is effective

Flemington, NJ, October 16, 2009 – A new media study among 403 Americans who viewed a new Verizon Wireless ad revealed that one-third of non-Verizon Wireless customers reported they would be likely to switch their wireless phone carrier to Verizon Wireless.

The study was conducted by HCD Research using its MediaCurves.com® website on October 15 to obtain consumers’ perceptions of a recent Verizon Wireless ad titled, “There’s a Map for That.”  The study was conducted among consumers of all wireless phone carriers including Verizon, Sprint, AT&T and T-Mobile.

An overwhelming majority of respondents (94%) reported that the Verizon Wireless ad was effective, with 39% indicating that is was ‘extremely effective’ and 51% reporting that it was ‘somewhat effective’. After viewing the ad, one-third (33%) of non-Verizon Wireless customers responded they would be likely (6% reported ‘extremely likely’ and 27% reported ‘somewhat likely’) to switch their wireless phone carrier to Verizon Wireless.

Among the findings:

Please indicate your perception of the Verizon Wireless brand.

 

BEFORE viewing ad

 

AFTER viewing ad

 

Total

Verizon Wireless User

Non-Verizon Wireless User

 

Total

Verizon Wireless User

Non-Verizon Wireless User

Extremely favorable

32%

50%

13%

 

38%

53%

23%

Somewhat favorable

57%

47%

67%

 

52%

42%

61%

Somewhat unfavorable

10%

3%

18%

 

8%

4%

12%

Extremely unfavorable

1%

1%

2%

 

2%

1%

3%

Please indicate your likelihood to switch your wireless phone carrier to Verizon Wireless.

 

Non-Verizon Wireless User

Extremely likely

6%

Somewhat likely

27%

Somewhat unlikely

40%

Extremely unlikely

28%

Please indicate how effective you think this advertisement was.

 

Total

Verizon Wireless User

Non-Verizon Wireless User

Extremely effective

39%

48%

30%

Somewhat effective

51%

46%

56%

Not at all effective

10%

6%

14%

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.

COMMENTS
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RE: Verizon's Ad - There's a Map for That
by 4patches (User #67580) on Friday, October 16, 2009 @ 4:03:35 PM (#3023)
Great info! Thanks!
Reply
RE: Verizon's Ad - There's a Map for That
by jerrymh (User #210568) on Friday, October 16, 2009 @ 4:03:36 PM (#3024)
I don't know what "3G" is. I have a Verizon cell phone and the signal strength inside my house is poor.
Reply
RE: Verizon's Ad - There's a Map for That
by eileenfar (User #66730) on Friday, October 16, 2009 @ 4:03:36 PM (#3025)
slamming the competition is a huge turn off for me. I saw that ad on TV Sunday while visiting and did not follow what was going on with all the maps. Seeing it again I do follow ... and think less of Verizon. I have AT&T, dislike them a lot, and was considering Verizon (especially due to a particular phone available) though I did not realize how much market they'd captured or the breadth of coverage. Now, BECAUSE of the competitive slam I'm rethinking that as the direction I'd want to go in.
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RE: Verizon's Ad - There's a Map for That
by colleen_phillips75 (User #229931) on Friday, October 16, 2009 @ 4:03:36 PM (#3026)
I have verizon wireless internet and I would interested in knowing the benefits of all that is available too me.
Reply
RE: Verizon's Ad - There's a Map for That
by Bburka (User #214171) on Friday, October 16, 2009 @ 4:03:36 PM (#3027)
For many years I used Verizon Wireless as my provider & recently switched to AT&T; I did so because of AT&T's I phone & for so many years my Verizon phone worked poorly in my home; Verizon was unable or unwilling to correct this problem!
Reply
RE: Verizon's Ad - There's a Map for That
by desertrose (User #66084) on Friday, October 16, 2009 @ 4:03:36 PM (#3028)
It's a great ad, however, every time I see it I'm left wondering how the guy doesn't walk into something since he's so into what he's doing with his phone.
Reply
RE: Verizon's Ad - There's a Map for That
by hazelnut75 (User #97930) on Friday, October 16, 2009 @ 4:03:36 PM (#3029)
dont like Verizon
Reply
RE: Verizon's Ad - There's a Map for That
by suzymccawley (User #62653) on Friday, October 16, 2009 @ 4:03:36 PM (#3030)
It didn't look like my area was covered.
Reply
RE: Verizon's Ad - There's a Map for That
by LLinhares100 (User #203029) on Friday, October 16, 2009 @ 4:03:36 PM (#3031)
This ad was interesting because currently I have just a standard cell phone.
Reply
RE: Verizon's Ad - There's a Map for That
by ramah1 (User #218149) on Friday, October 16, 2009 @ 4:03:36 PM (#3032)
I thought this was an interesting ad because I used to have AT&T as my cell phone carrier and had a lot of trouble connecting when we went on trips. I switched to Alltel because I knew they were being bought out by Verizon and I would eventually become a Verizon customer again (Verizon was not available in Oklahoma at the time). The two maps in this ad really made the coverage difference noticeable.
Reply
RE: Verizon's Ad - There's a Map for That
by Romie1 (User #218958) on Friday, October 16, 2009 @ 4:03:36 PM (#3033)
This looks like a good offer but I have a prepaid plan that is sufficient for my needs.
Reply
RE: Verizon's Ad - There's a Map for That
by rjblhb (User #213272) on Friday, October 16, 2009 @ 4:03:36 PM (#3034)
I don't completely believe that the coverage is so much better than AT & T as I talk all over the nation with the latter.
Reply
RE: Verizon's Ad - There's a Map for That
by ssenter (User #223993) on Friday, October 16, 2009 @ 4:03:36 PM (#3035)
The maps really didn't give a lot of information.
Reply
RE: Verizon's Ad - There's a Map for That
by Kristen.Hodorowski (User #67618) on Friday, October 16, 2009 @ 4:03:36 PM (#3036)
It would have been nice for a space for an open ended question because I used to have Verizon and love it, but really wanted the iPhone so I had to switch to AT&T whose service, at least in New York pretty much sucks.
Reply
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RE: Verizon's Ad - There's a Map for That
by jrouse850 (User #213864) on Friday, October 16, 2009 @ 4:03:36 PM (#3037)
I have an I-phone and it only works with AT&T.
Reply
RE: Verizon's Ad - There's a Map for That
by Davegrand (User #216500) on Friday, October 16, 2009 @ 4:03:36 PM (#3038)
Even though the intent is that you have great coverage with 3G, I live in a spotty area for Verizon vs AT&T and need to make sure that 3G will get me better response.
Reply
RE: Verizon's Ad - There's a Map for That
by kittybratt (User #97698) on Friday, October 16, 2009 @ 4:03:36 PM (#3039)
As a result of this survey, I am going to learn more about the 3G.
Reply
RE: Verizon's Ad - There's a Map for That
by Margo777 (User #208034) on Friday, October 16, 2009 @ 4:03:36 PM (#3040)
I got what they were saying easily, but I guess I just din't know what 3-G is....I'm guessing, by the ad, it is high speed....
Reply
RE: Verizon's Ad - There's a Map for That
by asterman (User #224394) on Friday, October 16, 2009 @ 4:03:36 PM (#3041)
It was a good ad-holds your interest.
Reply
RE: Verizon's Ad - There's a Map for That
by vcturner4 (User #202157) on Friday, October 16, 2009 @ 4:03:36 PM (#3042)
Verizon is the big dog on the block, and they can do pretty much whatever, and will.
Reply
RE: Verizon's Ad - There's a Map for That
by Lind123 (User #207943) on Friday, October 16, 2009 @ 4:03:36 PM (#3043)
It is true that Verizon has more coverage.
Reply
RE: Verizon's Ad - There's a Map for That
by dolores47 (User #100401) on Friday, October 16, 2009 @ 4:03:36 PM (#3044)
good effective ad
Reply
RE: Verizon's Ad - There's a Map for That
by koltkolt (User #224911) on Friday, October 16, 2009 @ 4:03:36 PM (#3045)
it was a nice ad
Reply
RE: Verizon's Ad - There's a Map for That
by Ben at Mediacurves (Administrator #224968) on Friday, October 16, 2009 @ 4:05:40 PM (#3046)
Thanks for all the great comments!
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