click to edit master title style 1 cadbury and minute to win it results

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Cadbury and Minute To Win ItResults


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Nearly 4 in 10 people have heard of MTWI (Very similar amongst 16-24s)

All adults 16-24s

Base - All Adults (1266), 16-24s (1023)Q1. Have you ever heard of Minute to Win It?

Heard of MTWI(37%) Heard of MTWI

(40%)


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3 in 10 16-24s watched or got involved with MTWI and associated activity; 1 in 6 ‘last week’

Heard of MTWI(37%)

Ever watched or got involved (21%)

Heard of MTWI (40%)

16-24s

Ever watched or got involved (30%)

Last week watched or got involved (11%)

Last week watched or got involved (17%)

Base - All Adults (1266), 16-24s (1023)Q1. Have you ever heard of Minute to Win It?/ Q1a - And have you ever watched Minute to Win It?/Q1c - Have you ever got involved with Minute to Win It, in any other way?/ q6 - Have you seen, heard, read, or spoken about or played games relating to Minute To Win It or Cadbury Spots v Stripes within the past week? /Q1b. And when was the last time you watched Minute to Win It?

All adults


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Engagement via non-TV touchpoints is higher amongst 16-24s, particularly 16-19s

9%15% 16%

11%

All adults 16-24s 16-19s 20-24s

% Encountered any MTWI touchpoints (except TV show) in past week

Base - All Adults (1266), 16-24s (1023), 16-19s (360), 20-24s (513)Q7. And how many times did you do each of the following within the past week?


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1 in 10 16-24s talked about it…

= Over half of those who engaged with any touchpoints


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And nearly 1 in 10 of them played a game (mobile, online or physically)


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Among viewers of the show, 4 in 10 also engaged with MTWI / Spots v Stripes through other touchpoints


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Half of 16-24s who had heard of MTWI knew that Spots v Stripes was the sponsor

Awareness of MTWI sponsor –amongst those aware of MTWI

Base – Aware of MTWI. All adults (782), 16-24s (412)Q1D. Which company sponsors Minute To Win It?Q1E. Just to check, which one of the following brands do you think sponsors Minute To Win It?

Spont: any Cadbury

Prompted: any Cadbury (NET)

Prompted: Spots v Stripes

11%

49%

38%

16%

59%

49%

All adults16-24s


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2 in 3 of those aware of the sponsor felt there was good brand fit between Spots v Stripes and MTWI

Base - Aware of sponsorship and watched programme: All Adults (125), 16-24s (149)P2. Earlier you said that Cadbury Spots v Stripes sponsored Minute To Win It. Here are some things people have said about the relationship between Spots v Stripes and Minute To Win It. Please tell us how much you agree or disagree (5 point scale)

16-24s

All adults

9%

6%

2%

2%

4%

6%

21%

22%

35%

35%

29%

30%

DK Strongly disagree 2 3 4 Strongly agree

Strongly agree/agree

‘Fit’

65%

64%

Fit of MTWI and Spots vs Stripes – amongst those aware of the sponsorship


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Half of adults who were aware of the sponsorship agreed the partnership was ‘different from anything I’ve seen before’

Base - Aware of sponsorship and watched programme: All Adults (125), 16-24s (149)P2. Earlier you said that Cadbury Spots v Stripes sponsored Minute To Win It. Here are some things people have said about the relationship between Spots v Stripes and Minute To Win It. Please tell us how much you agree or disagree (5 point scale)

16-24s

All adults

12%

12%

4%

1%

13%

9%

29%

28%

22%

31%

20%

19%

DK Strongly disagree 2 3 4 Strongly agree

Strongly agree/agree

50%

42%

The way that Spots v Stripes is involved in MTWI is different from anything I’ve seen before


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MTWI viewers are also significantly more aware of Cadbury’s sponsorship of the Olympics than non viewers

Base - All Adults (1266), 16-24s (1023) , MTWI viewers (258), non viewers (524)C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?

All Adults

16-24s MTWI viewers

Non viewers

29%

43%

60%

30%

Awareness of Cadbury’s sponsorship of the Olympics – MTWI viewers vs non


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15% recall both

17% recall only KTGBP

7% recall only SvS

Based on recall alone, KTGBP was more effective than MTWI

All adults

39% recall any activity

Base – All adults (1,266)

Total KTGBP 32%

Total Spots v Stripes 22%


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27% recall both

26% recall only KTGBP

9% recall only SvS

Particularly amongst 16-24s

16-24s

62% recall any activity

Base – 16-24s (1,203)

Total KTGBP 53%



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People who recall both campaigns are more likely to have a high opinion of Cadbury

Recall S vs S/MTWI only

Recall KTGBP only Recall both Recall neither

75%70%

80%

55%

Cadbury brand affinity – Very high or high opinion of Cadbury (All adults)

Base – Reached by Olympics campaign and - Reached by Spots v Stripes only (32 –low base), reached by KTGB pumped only (220), reached by both (184), reached by neither (100)C6. Overall, how do you feel about Cadbury? Please answer on the following scale, where 5 means you have a very high opinion of Cadbury, and 1 means you have a very low opinion of Cadbury.

Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last weekRecall KTGBP campaign – remembered or recognised TV ad or heard of the website


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Both campaigns help make people feel that ‘Cadbury is a fun brand’, which marries with the spirit of the Olympics



66% 65%73%

49%

Agreement with statement – Cadbury is a fun brand (All adults)

Base – Reached by Olympics campaign and - Reached by Spots v Stripes only (32 –low base), reached by KTGB pumped only (220), reached by both (184), reached by neither (100 )C8. And thinking specifically about Cadbury Dairy Milk, how likely are you to buy it? 5 point scale



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People who recall the campaigns are more likely to claim they are likely to buy Cadbury



83% 83% 86%

64%

Purchase intention (Cadbury) – very likely or likely to buy (All adults)

Base (Omnibus) – Reached by Spots v Stripes only (435), reached by KTGB pumped only (285), reached by both (217), reached by neither (586)C7. Overall, how likely are you to buy Cadbury products generally? 5 point scale



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People who recall the campaigns are more likely to claim they are likely to buy Cadbury Dairy Milk



78% 79% 81%

59%

Purchase intention (Cadbury Dairy Milk) – very likely or likely to buy (All adults)

Base (Omnibus) – Reached by Spots v Stripes only (435), reached by KTGB pumped only (285), reached by both (217), reached by neither (586)C8. And thinking specifically about Cadbury Dairy Milk, how likely are you to buy it? 5 point scale



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43% of 16-24s were aware of Cadbury as an Olympic sponsor

Significantly lower amongst all adults = 29%

Base – All Adults (1,266), 16-24s (1,023)C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?


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Cumulatively, 7 in 10 16-24s were aware of at least one element of the Cadbury Olympic activity

5% recall S v S only

10% recall S v S or KTGBP

3% recall S v S or

Olympics

8% recall Olympics

only

13% recall KTGBP or Olympics

14% recall KTGBP only

17% recall the three

16-24s


Total KTGBP 53%

Total Olympic sponsorship 43%

70% recall any activity (49% amongst all adults)


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Overall, KTGBP has been the most effective of the two campaigns in driving awareness of Cadbury’s Olympics Sponsorship

Aware of Cadbury as Olympic sponsor before today?

Base: Aware Spots v Stripes MTWI only

Base: Aware KTGBP only

Base: Aware of both campaigns

28%

Base: all adults

35%

46%

65%

Base – All Adults (1,266), adults reached by S v S only (91), reached by KTGBP only (221), reached by both (185)C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?


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This is partly due to its clearer link with the Games. People struggled to understand the link between MTWI and the Olympics

Fun

Healthy competition

BritishBig player

American

Being silly

Serious dedication

Sport

Games

Unhealthy

Healthy lifestyle

TeamsIndividuals

click to edit master title style 1 cadbury and minute to win it results

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