TolunaMobile: Ad Testing

An MR agency wanted to understand the excitement around the Olympics, and for those who were going to watch, conduct a follow-up study during the Olympics testing awareness of who were the 2012 Olympics sponsors. 

 

Over $2 billion in sponsorship and advertising dollars was spent on the 2012 London Olympics. Toluna’s MR agency client was looking to answer one question: Did high anticipation before the Olympics and engagement during the Olympics raise recall of the sponsors? 

 

Toluna suggested the company conduct mobile survey for first wave of study to be able to engage the same respondents during the Olympics – preferably in real time, while they were watching the Olympics. 

 

The data captured by Toluna showed that while high engagement with Olympics by watching increased awareness of some of the sponsors, brands of nonsponsors were also identified as being sponsored. 

 

37% of respondents incorrectly identified Nike as an Olympic sponsor, and just 24% said, correctly, that Adidas is one. Coca-Cola was cited by 47% of respondents as an Olympic sponsor, more than any other brand, but 28% incorrectly believed that Pepsi is a sponsor. One of the most-cited brands was McDonald’s, correctly named by 40% of respondents, but 19% of those surveyed believed Burger King is an Olympic sponsor.
 

 

 

This content was provided by Toluna. Visit their website at www.toluna-group.com.