Samsung TV Screens October 2010
Samsung TV Screens
October 2010
Methodology
• Fieldwork conducted at Heathrow Airport– T1: 34 resps– T3: 43 resps– T5: 21 resps
• Face-to-face questionnaire• 7th – 22nd October 2010 • Measurement and Recall of:-
– TV Screens Awareness– Samsung Brand attribution– Samsung Brand Values Test
High spontaneous/prompted awareness of Samsung’s sponsorship
Prompt: “The screens were sponsored by Samsung, do you remember now?”Base: Those who recalled the screens
“The screens are sponsored by an electronics company. Do you know which company sponsors them?”
75% wanted to watch BBC News 24
Prompted show-cardBase: Those who recalled the screens
%
“What would you like to watch on the plasma/LCD screens?”
89% of all respondents think the screens are a good idea
%
68
21
2 1
“Do you think it is a good idea to have a plasma/LCD screen to watch TV programmes on in this area?”
67% are likely to consider buying a Samsung TV
%
27
40
27
“If you were buying a TV, how likely would you be to consider Samsung having seen the TV screens?”
Samsung is seen as being more prestigious due to their sponsorship
Agree%
This type of sponsorship gives Samsung more prestige 93%
The sponsorship indicates they are market leaders 53%
The sponsorship indicates they care about their customers 33%
I feel closer to Samsung as they are spending money providing entertainment for travellers 20%
“Here are some comments made about the Samsung TV screens. Do you agree or disagree?”