FAC TV : Colombus results

January 2014

Methodology & sample structure

Belgians 18-74 y.o. (total Belgian universe = 7,761 mil individuals *)

Sample size: W0 (pretest sept13): N = 1000W1 (posttest okt13): N = 1000

57% NL / 43% FR50% Male / 50% Female

30% 18-34 yo/ 41% 35-54 yo / 29% 55+ yo

* The sample of CIM-study 2012 is randomly composed on a base of persons who were randomly chosen within the NIS-quarters. N=10 488 individuals for total survey of 2012!

Universe

Sample structure

Both waves are comparable in terms of socio-demographic criteria, allowing us to compare both tests in an objective way (no bias from external factors).

* The sample of CIM-study 2012 is randomly composed on a base of persons who were randomly chosen within the NIS-quarters.N=10 488 individuals for total survey of 2012!

Homme

Femme

SC 1-4

SC 5-8

18-34

35-54

55-79

Néerlandais

Français

Flandre Occidentale + Orientale

Anvers, Brabant Flamand, Limbourg

Bruxelles

Brabant Wallon, Hainaut

Liège, Namur, Luxembourg

Sexe

Grou

pe so

cial

Age

Lang

ueNi

else

n

0% 10% 20% 30% 40% 50% 60% 70%

CIM 2012

W1 posttest (n=1000)

W0 pretest (n=1000)

Results

AD4 Ad evaluation (W1 posttest n=1000)Dans quelle mesure êtes-vous d’accord avec ces affirmations?

Is gemakkelijk te begrijpen

Doet me denken aan een cholesterol “probleem“

Geeft duidelijk aan dat dit product goed is voor de cholesterol

Bevat nuttige informatie

Is belangrijk voor veel mensen

Is geloofwaardig

Is relevant voor mijn familie

Is relevant voor mij

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

21.3%

10.4%

9.3%

5.5%

8.1%

4.9%

4.8%

4.4%

60.5%

47.0%

47.3%

46.3%

40.3%

43.3%

26.5%

26.5%

8.7%

21.8%

22.2%

26.9%

25.8%

29.3%

35.2%

35.4%

2.8%

11.1%

10.5%

11.1%

9.9%

9.4%

20.8%

21.6%

6.7%

9.7%

10.7%

10.3%

15.9%

13.0%

12.8%

12.1%

Helemaal akkoord Eerder akkoord Eerder niet akkoord Helemaal niet akkoord Geen idee/Weet het niet

Message is clear because easy to understand.It’s about cholesterol !

Sign diff between ‘++&+’ vs ‘--&-’INFORMATION – MESSAGE

>

>

>

=

=

=

<

<

Is origineel

Is aangenaam om naar te kijken/luisteren

Is gemaakt door professionele mensen

Trekt de aandacht

Is anders dan andere spots voor eieren

Is overtuigend

Doet me lachen

Past bij het imago dat ik over Columbus heb

Spreekt me persoonlijk aan

Is storend

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7.9%

4.0%

4.3%

5.3%

5.9%

2.9%

4.0%

2.4%

2.4%

3.9%

48.1%

50.0%

44.9%

40.5%

31.4%

33.4%

24.4%

20.8%

20.3%

12.7%

25.2%

24.9%

17.7%

27.3%

14.8%

38.0%

36.7%

15.4%

34.0%

38.9%

10.8%

12.8%

5.3%

14.7%

5.6%

15.4%

27.4%

4.8%

30.6%

34.3%

8.0%

8.3%

27.7%

12.2%

42.3%

10.3%

7.5%

56.6%

12.7%

10.2%

Helemaal akkoord Eerder akkoord Eerder niet akkoord Helemaal niet akkoord Geen idee/Weet het niet

Sign diff between ‘++&+’ vs ‘--&-’

>

>

=

<

<

<

<

<

<

<

CREATION

Originality and rapture are claimed as best items

Very low call-to-action : 27% ready to buy, 23% to talk

Sign diff between ‘++&+’ vs ‘--&-’

>

<

<

<

<

Bevat een duidelijke link met eieren

Stelt me een interessant aanbod voor, dat me zou kunnen interesseren

Zet me aan om mij te informeren over het aanbod van Columbus

Zet me aan om eieren van Columbus te kopen

Zet me aan om over de eieren van Columbus te praten

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

33.1%

5.1%

4.9%

3.7%

4.1%

51.1%

30.5%

30.1%

24.0%

18.9%

7.4%

35.1%

33.1%

35.7%

34.7%

2.6%

18.1%

21.7%

24.0%

28.9%

5.7%

11.2%

10.2%

12.6%

13.4%

Helemaal akkoord Eerder akkoord Eerder niet akkoord Helemaal niet akkoord Geen idee/Weet het niet

PRODUCT RELATED / CALL TO ACTION

Q6 Association Columbus and value

Q6 Association Columbus

Columbus

Belovo

Ovyta

Lustucru

Ferme Chabert

Matines

Cocorette

Moissons

Mère Poule

Pic-Nic

Le Gaulois

Pessleux

Galinette

Aucune idée

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

26.4%

0.8%

3.3%

1.0%

2.1%

0.5%

0.3%

0.0%

1.3%

0.7%

1.0%

0.6%

0.0%

62.0%

28.0%

1.7%

1.4%

1.2%

1.0%

0.7%

0.6%

0.3%

0.3%

0.3%

0.3%

0.0%

0.0%

64.1%

Posttest (oct13) (n=374)Pretest (sep13) (n=354)

Base = People who are aware of the concept

No significant difference on a 95% confidence level

TV Performances : delivered vs. planified

Q1 TOM & Spontaneous brand awareness

TOM brand awareness

Total spon brand awareness

Private label

Columbus

Bio/Scharrel eieren

Ferme Chabert

Lustucru

Cocorette

Matines

Boni

Winny

Ovita

Ovyta

Belovo

Pessleux

Loué

Ferme Flement

Ferme Pessleux

Oeuf

No answer

0% 10% 20% 30% 40% 50% 60% 70% 80%

10.5%

7.1%4.5%

2.1%

1.5%

74.3%

12.4%

9.0%5.5%

2.9%

1.3%

72.2%

Posttest (oct13) (n=1000)

Pretest (sep13) (n=1000)

Spontaneous

Private label

Columbus

Bio/Scharrel eieren

Ferme Chabert

Cocorette

Lustucru

Boni

Matines

Ovyta

Winny

Belovo

No answer

0% 10% 20% 30% 40% 50% 60% 70% 80%

7.8%

6.2%

3.4%

1.4%

0.7%

74.3%

9.0%

7.9%

4.5%

2.1%

0.8%

72.2%

Posttest (oct13) (n=1000)

Pretest (sep13) (n=1000)

TOM = First brand mentionned

Q1 TOM & Spontaneous brand awareness: National Quelles sont les marques d’œufs que vous connaissez, même si ce n’est que de nom?

Significantly more low involvement for NL (W0 + W1) (n=2000)

*NL: 78,6% FR: 66,2%

+ 26%

+ 27%

Q2 Aided brand awareness

Columbus

Ferme Chabert

Lustucru

Matines

Cocorette

Le Gaulois

Belovo

Mère Poule

Pic-Nic

Ovyta

Pessleux

Galinette

Moissons

Aucune de ces marques

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

24.9%

15.5%

13.3%

6.7%

5.8%

8.5%

4.3%

3.0%

1.9%

1.2%

0.8%

1.7%

0.3%

51.6%

27.0%

17.8%

14.7%

8.0%

7.3%

7.1%

5.1%

2.8%

2.0%

1.9%

1.5%

1.3%

0.5%

51.0%

Posttest (oct13) (n=1000)Pretest (sep13) (n=1000)

Q2 Aided brand awareness – By waveDans la liste suivante, veuillez cocher les marques d’œufs que vous connaissez, même si ce n’est que de nom.

No significant difference on a 95% confidence level

+ 8%

Columbus

Ferme Chabert

Lustucru

Matines

Cocorette

Le Gaulois

Belovo

Mère Poule

Pic-Nic

Ovyta

Pessleux

Galinette

Moissons

Aucune de ces marques

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

27.0%9.0%7.9%

TOM

SPONT

AIDED

Q2 Aided brand awareness – Post-test (n=1000)Dans la liste suivante, veuillez cocher les marques d’œufs que vous connaissez, même si ce n’est que de nom.

Q5 Awareness in general

Pretest (sep13) Posttest (oct13)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8.8% 9.1%

26.6% 28.3%

64.6% 62.6%

Non, je n’en ai jamais entendu parlerOui, j’en ai entendu parler mais je n’en ai jamais achetéOui, j’en ai entendu parler et j’en ai déjà acheté

Q5 Awareness Columbus - By waveAvez-vous déjà entendu parler de ce type/marque d’œufs ?

* significant difference on a 95% confidence level

OUI: 35,4%

OUI: 37,4%

Women*: 42,8%

35-54*: 39,9% + 55+*: 46,9%

Heavy RTL/VTM-viewers*: 42,5%

+ 6%

Q7 Source of awareness

Publicité à la TV *

Par le bouche à oreille (collègues, amis,…)

Publicité dans les journaux / magazines

Via promotion en magasins (folders, etc)

Via des prospectus, des brochures

Publicité à la radio

Via le site web

Publicité sur internet

Via un médecin généraliste

Via un diététicien

Via un cardiologue

Via un endocrinologue

Autres

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%

16.4%

26.9%

19.8%

24.5%

7.1%

7.4%

4.9%

5.0%

1.4%

3.8%

1.2%

0.6%

14.2%

23.0%

22.8%

20.5%

19.9%

10.5%

5.4%

5.4%

3.0%

2.8%

2.7%

0.5%

0.2%

11.5%

Posttest (oct13) (n=374)Pretest (sep13) (n=354)

Q4 Source of awareness – By wavePouvez-vous nous dire comment vous êtes-vous mis au courant/avez-vous entendu parler de ce type d’œufs?

* significant difference on a 95% confidence level

Base = People who are aware of the concept

+ 40%

AD3 Ad appreciation

1 2 3 4 5 6 7 8 9 100.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Posttest Chocol@ (n=998)Posttest Columbus (n=1000)

AD3 Ad appreciation – National (post-test) Quelle est votre appréciation globale de ce spot TV?

Note: Top 3 (8-9-10/10):

* significant difference on a 95% confidence level

Top 3 : 15,8%

Top 3 : 23,8%*