Commercial awareness enhanced by popular celebrities and professional athletes Introducing the TV-CM (commercial) KARTE Special Report 2004
December 2004
Video Research Ltd. has released the "TV-CM KARTE Special Report 2004," which is a report consisting of analysis related to TV commercial effectiveness.
"TV-CM KARTE Special Report" is based on Video Research's proprietary survey for "TV commercial awareness/contents understanding/favorability/image" and is also based on the database of "TV commercial statistics". This report is issued once a year and is a report containing a full analysis of subjects related to TV commercial effectiveness based on specific themes.
In the most recent survey, we conducted research on three major themes: (1) TV commercial fatigue, (2) update of norm value data and (3) formulation of a forecasting model for product purchase evocation level.
Regarding (1), we explore the relationship between commercial volume, ad expression and negative image. In addition, we published an appendix for norm values, specially tabulated as norm by commercial type, celebrity type and by demographics occupation target.
From the survey results:
Commercial awareness becomes higher as the running volume increases. When reviewed by individual celebrity, up to 1000 GRP, the effectiveness of "popular Japanese celebrities" shows the highest result; when the running volume becomes larger, then employment of "professional athletes" shows the most effectiveness.
On the other hand, commercials with "no celebrity" or with "other foreigners" have relatively little effect on commercial awareness.
Price for TV-CM KARTE Special report
Report - Japanese only (A4 portrait, 296 pages):
315,000 yen incl. consumption tax
*The following are optional prices for subscribers to the above report
Report-Appendix
(A4 portrait, 282 pages):
210,000 yen incl. consumption tax
Electronic version (One FD):
210,000 yen incl. consumption tax
Relationship of commercial running volume (individual GRP) and commercial awareness: Comparison by celebrity type (all individuals)
*Tabulated from 2,660 commercials used for our TV Commercial Karte Survey
Vol. 154-179 in the Kanto area, that has standard awareness as to the running
volume.
*Popularity level A Japanese celebrity: Celebrity with a popularity score
of 30% or more in Video Research's TV Celebrity Image Survey
*Popularity level B Japanese celebrity: Celebrity with a popularity score
of less than 30% in Video Research's TV Celebrity Image Survey
Mr. Tom Umeda/Mr. Joe Yamashiro,
Video Research Ltd., Business
Promotion Dept., International Business Div.,
Phone:+81-3-5541-6506
E-mail: bizplan@videor.co.jp
