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300 300 300 300 300

respondents respondents respondents respondents respondents


Content – 30” Content – 60” Content – 90” Display Control

Groups matched demographically and on category usage (soft drinks)

1,500 mums with kids


aged 3-16

*Fieldwork dates: 07 Sept 09 – 14 Sept 09


Branded content
60 seconds
Length of interaction increases brand awareness

Spontaneous Brand Awareness - Ribena


**
** 55% *50%
*
**
43%
50%

*
31%
20%

Control Display Content - Content - Content - Content -


30s 60s 90s any

* statistically different from display group at 99% confidence level

* statistically different from control group at 99% confidence level


Base: Total sample (1503), content any (903), content short (301), content
medium (300), content long (302), display (300), control (300)
And gives a significant uplift in prompted
awareness of promotional activity

Prompted marketing awareness - Ribena


**
* *
29% * 36% *
31%
26% 28%
17%

Control Display Content - Content - Content - Content -


30s 60s 90s any
statistically different from display group at 99% confidence level
* statistically different from control group at 99% confidence level
*
Base: Aware of any brands at Q3
Total sample (1499), content any (900), content short (300),
content medium (299), content long (301), display (299), control
(300)
Longer interaction also increases purchase intent

Purchase intent – very likely


o ++ +
40% 42% 40%
35% 37%
33%

Control Display Content - Content - Content - Content -


30s 60s 90s any

+statistically different from display group at 95% confidence level


+statistically different from control group at 95% confidence level
o statistically different from control group at 90% confidence level

Base: Aware of Ribena


Total sample (1462), content any (879), content short (293), content medium (291),
content long (295), display (291), control (292)