P1246990957phJFW

1
VW Independent Cinema SponsorshipWave 1-8
2004/2008
2
Background

• Wave 6
• Fieldwork 31st August 2007
• 1 x 20 sec credit and 1 x ad (no model)
• Online methodology (recruited in the foyer)
• New credits began 20th July 2007
• Theme See film differently. Mary Poppins,
• Toy Story, Star Wars, Ghostbusters

Wave 1 Fieldwork 1st/7th Oct 2004 3 x credits
and 1 ad (Golf)
Wave 2 - Fieldwork 18th/24th Mar 2005 3 x
credits and 1 ad (Touareg)
Wave 7 Fieldwork 23rd Jan 2008. Reverted back to
original methodology 1 x 20 sec credit and 1 x ad
(Tiguan) Theme See film differently. Mary
Poppins
Wave 3 - Fieldwork 9th Dec 2005 3 x credits and
1 ad (Passatt)
Wave 4 Fieldwork 28th April 2006 3 x credits
and 1 ad (Polo)
Wave 8 Fieldwork 24th July 2008. 2 x 20 sec
credit and 1 x ad (Golf) Theme See film
differently. Jungle Book and Titanic
Wave 5 Fieldwork 28th July 2006 3 x credits
and 1 ad (Eos)
3
Frequency of Cinemagoing
W1
W2
W3
W4
W5
W6
W7
W8
Once a week 21 26 4 15 3 9 5 11 2-3
times per month 33 35 19 25 12 42 18 25
Once a month 27 24 30 29 35 30 28 31
Once every 2-3 months 10 11 30 12 31 10 35
20 Less often 10 5 16 20 4 7 14 7 ON
CE A MONTH 81 85 53 68 51 81 51 67
4
Reasons for visiting Independents
W2
W1
W3
W4
W8

• More relaxed atmosphere 79 86 85 82 84
• The ambience 84 91 84 71 81
• Easy to get to 75 77 83 75 81
• Less noise 72 80 77 73 79
• More appreciative discerning audience 76 81 71
  63 67
• Near to pubs and restaurants 80 76 64 60 68
• Better choice of films 57 74 48 64 53

Base All Respondents who ever go to Independent
cinemas ( who agree)
5
Recall of Sponsor CreditsAfter Description
2 x creatives Played ad online
(9 months)
2 x creatives
(3 months)
(3 months)
(2 months)
(14 months)
(3 weeks)
(1 week)
(6 months)
Credits did change very slightly 1 x 20
sec. All others 2 creatives Due to change in
methodology they were played the ad Could
recall both credits, rises to 72 when recalling
one or the other
6
Recall of Sponsor Credits
Wave 1
Wave 2
Wave 3
Wave 4
Wave 5
Wave 6
Wave 7
Wave 8
Base All Cinemagoers recalling credits after
description wave 7 n105
7
Attitudes towards Credits
Base All Cinemagoers recalling credits after
description
8
Attitudes towards Credits
Base All Cinemagoers recalling credits after
description
9
Views on Sponsorship
Sponsorship is a good thing
Wave 1 78 Wave 2 80 Wave 3 64 Wave 4
63 Wave 5 67 Wave 6 83 Wave 7 72 Wave 8
89
10
Consideration

• Wave 1 32 said they would buy because of
  sponsorship
• Wave 2 38 said they would buy because of
  sponsorship
• Wave 3 27 stated VW as a manufacturer they
  would consider
• Wave 4 29 stated VW as a manufacturer they
  would consider
• Wave 5 42 stated VW as a manufacturer they
  would consider
• Wave 6 34 said they would buy because of
  sponsorship
• Wave 7 41 stated VW as a manufacturer they
  would consider
• Wave 8 51 stated VW as a manufacturer they
  would consider