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?”