uk - december 2008
DESCRIPTION
UK - December 2008. BAIT. Methodology. B. segment: Yaris. C. segment:. Auris. A. A. segment. segment. : Aygo. : IQ. •. Methodology. •. •. Advertising scores. Advertising scores. •. Advertising scores. •. Advertising scores. •. Ad recall. •. Ad recall. •. •. Ad recall. - PowerPoint PPT PresentationTRANSCRIPT
UK - December 2008
ContentsBAIT Methodology
• Methodology
• Questionnaire Structure
• Advertising indicators
•Image items
• Terminology
•Purchase funnel indicators
A segment: Aygo
• Advertising scores•Ad recall•All advertisements•Aygo – TVand image•Aygo – Print•Aygo – Billboard•Aygo –Global campaign
•Purchase funnel KPIs•Aygo Purchase funnel KPIs•A segment Purchase funnel KPIs
• TOYOTA DNA Image•Aygo Image items•A segment image items
Bsegment: Yaris
• Advertising scores•Ad recall•All advertisements•Yaris – TVand image•Yaris – Print•Yaris– Billboard•Yaris –Global campaign
• Purchase funnel KPIs•Yaris Purchase funnel KPIs•B segment Purchase funnel KPIs
• TOYOTA DNA Image•Yaris Image items•B segment image items
Csegment: Auris
• Advertising scores•Ad recall•All advertisements•Auris– TVand image•Auris– Print•Auris– Billboard•Auris–Global campaign
• Purchase funnel KPIs•Auris Purchase funnel KPIs•C seg. Purchase funnel KPIs
• TOYOTA DNA Image•Auris Image items•C segment image items
Brand section : Toyota
• Advertising recall
•Purchase funnel KPIs•Toyota Purchase funnel KPIs•Market Purchase funnel KPI’s
• TOYOTADNA Image•Toyota Image items•Market image items
• Advertising scores•Ad recall•All advertisements•C Verso– TV and image•C Verso– Print•C Verso– Billboard•C Verso–Global campaign
• Purchase funnel KPIs•C Verso Purchase funnel KPIs•C-MPV seg. Purchase funnel KPIs
• TOYOTA DNA Image•C Verso Image items•C-MPV segment image items
•Advertising scores•All advertisements•Corporate – TVand image•Corporate – Print•Corporate – Billboard
C-MPV : Corolla Verso
A segment: IQ
• Advertising scores•Ad recall•All advertisements•IQ – TVand image•IQ – Print
•IQ –Global campaign
•Purchase funnel KPIs•IQ Purchase funnel KPIs•A segment Purchase funnel KPIs
• TOYOTA DNA Image•IQ Image items•A segment image items
•IQ – Billboard
• Advertising scores•Ad recall•All advertisements•Land – TVand image•Land–Print•Land– Billboard•Land–Global campaign
•Purchase funnel KPIs•Land Purchase funnel KPIs•SUV seg. Purchase funnel KPIs
•TOYOTA DNA Image•Land image items•SUV segment image items
ContentsBAIT Methodology
• Methodology
• Questionnaire Structure
• Advertising indicators
•Image items
• Terminology
•Purchase funnel indicators
Brand section : Toyota
• Advertising recall
•Purchase funnel KPIs•Toyota Purchase funnel KPIs•Market Purchase funnel KPI’s
• TOYOTADNA Image•Toyota Image items•Market image items
• Advertising scores•Ad recall•All advertisements•Rav4– TVand image•Rav4– Print•Rav4– Billboard•Rav4–Global campaign
• Purchase funnel KPIs•Rav4 Purchase funnel KPIs•SUV seg. Purchase funnel KPIs
• TOYOTA DNA Image•Rav4 image items•SUV segment image items
•Advertising scores•All advertisements•Corporate –TV and image•Corporate– Print•Corporate– Billboard
Dsegment: Prius
• Advertising scores•Ad recall•All advertisements•Prius – TVand image•Prius – Print•Prius – Billboard•Prius –Global campaign
• Purchase funnel KPIs•Prius Purchase funnel KPIs•D segment Purchase funnel KPIs
• TOYOTA DNA Image•Prius Image items•D segment image items
Dsegment: Avensis
• Advertising scores•Ad recall•All advertisements•Avensis– TVand image•Avensis– Print•Avensis– Billboard•Avensis–Global campaign
• Purchase funnel KPIs•Avensis Purchase funnel KPIs•D segment Purchase funnel KPIs
• TOYOTA DNA Image•Avensis Image items•D segment image items
SUV-Compact: RAV4 SUV-Core: Land Cruiser
BAIT
UK - December 2008
Methodology and indicators
BAIT Methodology Advertisements tested the month following the aired period. Media tested : TV, print, posters. All results compared to automotive norms specific to the country.
Target: Main drivers of a car who intend to buy a NEW car in a specific sector. User-choosers of the brand & model of the car. If current car was bought second-hand, purchase intention is limited to 2 years.
Data collection: Face-to-Face CAPI interviews (Computer Assisted Personal Interviews). CAPI allows to show real advertisements on laptop screen. Fieldwork conducted by TNS local company
Samples & car sectors followed: 4 car sectors tracked:
A+B : 130 interviews per wave C+C-MPV : 130 interviews per wave D : 100 interviews per wave SUV : 100 interviews per wave
12 waves per year for B, C and D segments 6 waves for the SUV segment (February, April, June, August, October,
December) 360 / 460 interviews per wave - 4920 interviews per year.
BAIT questionnaire structure
Recruitment
Spontaneous advertising recall (brands and models)
Brand awareness (Prompted)
Brand global opinion (liking) and Image
Model awareness (spontaneous and prompted)
Model global opinion (liking) and image
Model consideration and preference
Display of the advertisements (Billboard / Print / TV)
Recognition of the advertisements & Attribution (Brand + Model)
Liking of adverts and Comprehension of TV spots (image items)
Socio-demographics
ADVERTISING PART
All advertisements tested are debranded, i.e. all brand, model names and logos have been erased.
MODEL PART
BRAND PART
Advertising indicators
1. Visibility/ImpactAdvertising recallQuestion F09: ”During the last three months, for which make or model of car have you seen or heard any advertising either on Television, Cinema, Radio, Press, Billboard or Internet ?”
RecognitionQuestion P01: ”I would like to know if you recall having seen/heard it, even if you don't recognize the make or the model”.
2. Brand and model attribution
Make attributionQuestion P03A: ”What make of car is it for ?”
Model attribution Question P03B: ”What model of car is it for ?”
Model Efficiency =Perfect attribution/Recognition
4. Messages conveyedComprehension of TVCsQuestion P05: ”After having seen this advert, which are the items amongst this list highlight features of this model ?”
3. EnjoymentLikingQuestion: “How much did you like the advert : like it a lot, liked it quite a lot, didn't like it very much, didn't like it at all ?”
Potential of your campaign to
generate impact and to work
efficiently for your model
Purchase Funnel indicators•Spontaneous Brand Awareness: % of respondents who spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention.
•Prompted Brand Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)
•Brand Knowledge: % of respondents who know the brand/model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)
•Liking: % of respondents who say they have a good or very good opinion of the brand/model (7 to 10 on a 10-pt scale) - Question asked only to people who know the brand/model at least a little.
•Consideration: % of respondents who declared they would probably or certainly buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale)
•Preference: % of respondents who declared they would certainly buy the brand/model when it is prompted to them. (score 1 on a 4 point scale)
AW
AR
EN
ES
SK
NO
WLED
GE
PR
EFE
REN
CE
LIK
ING
CO
NS
IDER
A
TIO
N
Image items – DNA pyramidIn
novati
on
Dri
vin
g
ple
asu
re
Desig
n
Images Items are available on Brand and Model levels % of respondents on the sector associating the prompted brand or model to the
statement. Basis: Respondents who declared to know the brand or model at least a little. Question: « Thinking of all brands or models you know at least a little, which brand or
model correspond the best to the following item »BRAND ITEMS MODEL ITEMS
•Is an innovative company
•Makes cars that are a pleasure to drive
•Makes comfortable cars
•Makes cars whose design is attractive
•Makes cars that have personality and character
•Makes reliable, high quality cars
•Makes cars which offer a good level of safety
•Offers advanced technology
•Is a pleasure to drive
•Is comfortable
•Has an attractive design
•Has personality and character
•Is reliable, is a high quality car
•Offer good level of safety
SQ
TerminologyAdvertising Recall
Aired period
Attribution
Brand
Brand/Model Awareness
Brand/Model Knowledge
Branding Efficiency
CAPI
Consideration
Display of advertisement
De-branded
Enjoyment
Execution
Global campaign
Image perception
Impact
Item
KPI
Liking
Messages conveyed
Model consideration
Model efficiency
Model Global opinion
Model Awareness
Model Knowledge
Norm
Preference
Presence in minds
Prompted
Purchase Intention
Recognition
Sample
Target
User Chooser
Visibility
Wave
A Advertising Recall: % of respondent who remember having seen or
heard any advertising either on Television, Cinema, Radio, Press, Billboard or Internet during the last 3 months. Spontaneous Advertising Recall: Spontaneous mentions of the
respondents Prompted Advertising Recall: Level of recall based on a prompted list of
models
Aired period: Period during which the campaign is aired
Attribution: % of respondents who are able to correctly identify the brand and/ or the model of a de-branded advertisement Make Attribution (Brand Attribution): % of respondents who are able to
correctly identify the car maker of a de-branded advertisement Model Attribution: % of respondents who are able to correctly identify the
model of a de-branded advertisement Perfect Attribution: % of respondents who are able to correctly identify
both brand and model of a de-branded advertisement
A B C D-E G I K-L M N P R-S-T U-V-W
B Brand: Within BAIT survey, brand is referring to the car maker (not to
the model)
Brand/Model Awareness: % of respondents who mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention. Spontaneous Brand/Model Awareness: % of respondents who
spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention.
Prompted Brand/Model Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)
Brand/Model Knowledge: % of respondents who know the brand/model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)
Branding Efficiency: Ratio Perfect attribution / Recognition
A B C D-E G I K-L M N P R-S-T U-V-W
C CAPI: Computer Assisted Personnal Interview. Face to face interview
using a laptop
Consideration: % of respondents who declared they would probably or certainly buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale)
A B C D-E G I K-L M N P R-S-T U-V-W
D-E Display of advertisement: advertisement is shown on the CAPI
screen to the respondent
De-branded: all brand, model names and logos are erased of the advertisement shown to the respondent.
Enjoyment: % of people who enjoyed watching the ad
Execution: the same as “advertisement”
A B C D-E G I K-L M N P R-S-T U-V-W
G Global campaign : we consider a reach of all the advertisements
tested in the same wave for a model
A B C D-E G I K-L M N P R-S-T U-V-W
I Image Perception: % of respondents who associated an image
characteristic to a specific brand / make as it is perceived through a TV advertisement.
Impact: Capacity of an advertisement to be remembered; i.e. capacity of an advertisement to generate visibility/ recall for a brand and/or model.
Item: Image characteristics
A B C D-E G I K-L M N P R-S-T U-V-W
K-L KPI: Key Performance Indicators
Liking: Global opinion of a model / brand
A B C D-E G I K-L M N P R-S-T U-V-W
M Messages Conveyed: % of respondents who associated an image
characteristic to a specific brand / make as it is perceived through a TV advertisement (same as Image .perception).
Model consideration: % of respondents who declared they would probably or certainly buy a model when it is prompted to them. (score 1 or 2 on a 4 point scale)
Model efficiency: Ratio model attribution / Recognition
Model Global opinion: same as liking
Click here for other terms starting with M >>
A B C D-E G I K-L M N P R-S-T U-V-W
M Model Awareness: % of respondents who mentioned the model for
car owned, models known; models recalled or purchase intention. Spontaneous Model Awareness: % of respondents who spontaneously
mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention.
Prompted Model Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)
Model Knowledge: % of respondents who know the model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)
A B C D-E G I K-L M N P R-S-T U-V-W
N
A B C D-E G I K-L M N P R-S-T U-V-W
Norm: Represents the benchmark of reference. It is an average of scores obtained by the market (segment of car) on the indicator considered over a period of 2 years. Norm: The norms may be considered as real standards since they are
calculated on a basis of at least 35 adverts tested in the corresponding category. Standards will remain stable throughout the year.
Semi-norm: Semi-standards refer to at least 20 adverts tested in the corresponding category; figures will remain stable.
Average: These figures indicate an average per category. The number of adverts tested (basis) is between 5 and 19. In each wave the average will be adapted and may move until the number of adverts tested arrives at 20. Then the average will become a semi-standard.
In case of less than 5 adverts tested per category there will be no average calculated.
P Preference: % of respondents who declared they would certainly buy
the brand/model when it is prompted to them. (score 1 on a 4 point scale)
Presence in minds: Level of visibility of a model / brand. It refers to the Spontaneous Advertising Recall indicator
Prompted: Assisted question on the opposite to the spontaneous one. It means that a list of brands/models/Items is proposed to the respondent to facilitate the answers.
Purchase Intention: same as preference
A B C D-E G I K-L M N P R-S-T U-V-W
R-S-T Recognition: % of respondents who declared having seen the
advertisement shown
Sample: Fragment of population interviewed for the survey based on target specifications.
Target: Characteristics of the population recruited
A B C D-E G I K-L M N P R-S-T U-V-W
U-V-W User Chooser: fact of being the person who decides the make and
model of car when buying a new vehicle.
Visibility: same as Spontaneous Advertising Recall and Presence in minds
Wave: Fieldwork period (11 per year, August is excluded)
A B C D-E G I K-L M N P R-S-T U-V-W
Brand section
UK - December 2008
TOYOTA
Advertising Recall
UK - December 2008
Brand level
13.711.4
12.814.7
16.114.3
7.8 7.6
0
5
10
15
20
25
30
35
40
Last Year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Toyota Ford
Vauxhall Peugeot
Renault Volkswagen
Honda
Spontaneous advertising recall (%)
BRAND LEVEL– ADVERTISING RECALL
TOYOTA Presence in
Minds
Market
mean
Last
Year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 4.5 4.2 3.9 ND 4.2 ND 3.6 ND 5.9 ND 4.2 ND 3.2 ND 2.6
Advertising recall - Spontaneous (%) 12.4 13.7 11.4 ND 12.8 ND 14.7 ND 16.1 ND 14.3 ND 7.8 ND 7.6
Figures in bold = significantly higher / lower than current waveND : Not Delivered
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.
CORPORATE segment – ADVERTISING SCORES
Like a lot Total Like
1 CITROENPromotion 2008/Skater (30/C2/C4/C4
Pic/Berlingo)TV 63 49 34 82
2 B.M.W.EfficientDynamics/Helping to create
(40)TV 41 37 24 92
- Global Norm TV 42 29 22 78
3 TOYOTA Hybrid Synergy Drive/Idea (30) TV 20 12 7 64
4 HYUNDAI Gamme Hyundai/Harmonie (30) TV 18 5 10 65
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION (%)RANK MAKE CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Make attribution
CORPORATE segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 6 3 9 49
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION (%)RANK MAKE CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Make attribution
CORPORATE segment – ADVERTISING SCORES
Like a lot Total Like
1 PEUGEOT Blue Lion/Reduce (107,207,308/DP) Print 14 10 0 81
- Global Norm Print 9 5 18 74
2 TOYOTAMoreforless/0% finance
(DP/Auris/Verso/Yaris/Rav4)Print 7 3 9 39
3 TOYOTA Hybrid Synergy Drive/Earth paper (SP) Print 2 1
4 TOYOTA Hybrid Synergy Drive/Ticket (SP) Print 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION (%)RANK MAKE CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Make attribution
Toyota – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance05/06 - 18/06 02/10 - 15/10 30/10 - 12/11
Period of test 30/06 - 27/07 27/10 - 23/11 24/11 - 21/12Reco. (%) 42 4 16 20Make Att. (%) 29 0 8 12Efficiency 0.7 0.0 0.5 0.6
Norm 07/08The Best Built Cars (60)
11/08Idea (30)
12/08Idea (30)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 22 9 7
Total Like 78 61 64
Norm07/08
The Best Built Cars (60)11/08
Idea (30)12/08
Idea (30)
Toyota – IMAGE PERCEPTION OF TV
Basis:16 (07/08)
-15
-1
0
-5
0
5
10
15
20
A pleasure to drive
Suitable for young people
Good engine performance
Has personality and character
Environment friendly
Innovative
Functional
Is a spacious car (passengers and luggage)
Good degree of safety
Comfortable
Suitable for womenRoad holding
Nice shape/design
Has status
Good level of equipment
For the family
Economical to run
Advanced technologically
Interesting price
Reliable, high quality car
Is prestigious
segment averageTV Range Toyota/The Best Built Cars (60)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Toyota – IMAGE PERCEPTION OF TV
Basis:129 (12/08)
-30
-20
-10
0
10
20
30
40
50
60
Environment friendly
Economical to run
Advanced technologically
Innovative
Suitable for women
Interesting price
Road holding
Good degree of safety
Is prestigious
Has status
Suitable for young people
For the family
Good engine performance
Is a spacious car (passengers and luggage)
Fun to drive
Reliable, high quality car
Functional
A pleasure to drive
Suitable to drive in town
Comfortable
Good level of equipment
Has personality and character
Nice shape/design
Suitable for all roads (roads, moutain ...)
segment averageTV Hybrid Synergy Drive/ Idea (30)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Toyota – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 6Make Att. (%) 3Efficiency 0.5
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 9
Total Like 49
Norm
Toyota – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance21/08 - 03/09 21/08 - 03/09 02/10 - 15/10 16/10 - 29/10 30/10 - 12/11 30/10 - 12/11
Period of test 15/09 - 12/10 15/09 - 12/10 27/10 - 23/11 10/11 - 07/12 24/11 - 21/12 24/11 - 21/12Reco. (%) 9 8 4 4 0 2 7Make Att. (%) 5 4 2 1 0 1 3Efficiency 0.6 0.6 0.4 0.3 0.0 0.3 0.5
12/08Earth paper (SP)
12/080% finance
(DP/Auris/Verso/Yaris/Ra
Norm10/08
0% finance (DP/Auris/Verso/Yaris/Ra
10/08To see the whole picture
(SP/Yaris/RAV4)
11/080% finance
(DP/Auris/Verso/Yaris/Ra12/08
Ticket (SP)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 18 9
Total Like 74 39
Norm12/08
Earth paper (SP)
12/080% finance
(DP/Auris/Verso/Yaris/Ra
10/080% finance
(DP/Auris/Verso/Yaris/Ra
10/08To see the whole picture
(SP/Yaris/RAV4)
11/080% finance
(DP/Auris/Verso/Yaris/Ra
12/08Ticket (SP)
Purchase Funnel KPIs
UK - December 2008
Brand level
Purchase Funnel -
TOYOTA
Market
mean
Last
Year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 98.8 99.8 98.8 ND 99.1 ND 98.4 ND 97.5 ND 96.1 ND 100 ND 100
A w a re n e ss - sp o n t (% ) 39.4 33.4 34.2 ND 28.7 ND 32.2 ND 42.7 ND 36.1 ND 35.1 ND 40.4
K n o w le d g e (% ) 28.1 21.4 22.4 ND 17.3 ND 21.3 ND 20.8 ND 27 ND 24.2 ND 24.6
L ik in g (% 7 -1 0 ) 75.8 74.2 77.4 ND 78.8 ND 76.7 ND 77.8 ND 79.3 ND 72.7 ND 78.9
C o n sid e ra tio n (% ) 19.8 19.1 15.8 ND 14.9 ND 14.3 ND 18.4 ND 19.7 ND 15 ND 16.7
P re fe re n c e (% ) 7.6 6.6 5.4 ND 3.3 ND 6.6 ND 7.5 ND 7.5 ND 4.9 ND 5.4
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
TOYOTA – PURCHASE FUNNEL
0
20
40
60
80
100
120
Last Year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.
BRAND LEVEL – PURCHASE FUNNEL
Purchase Funnel - TOYOTA
and COMPETITORS
Mar
ket
mean
Toyota
Ford
Vau
xhal
l
Peugeot
Renau
lt
Volk
swag
en
Honda
A w a re n e ss - p ro mp te d (% ) 98.8 98.8 99.9 99.9 98.6 99 99.1 98.6
A w a re n e ss - sp o n t (% ) 39.4 34.2 71.4 57.7 47.9 41.8 43.2 29.9
K n o w le d g e (% ) 28.1 22.4 58.2 51.8 33.6 32 37.3 19.1
L ik in g (% 7 -1 0 ) 75.8 77.4 78 74.2 72 68.9 87 77.9
C o n sid e ra tio n (% ) 19.8 15.8 40.1 37 18.9 23.3 30.8 17.6
P re fe re n c e (% ) 7.6 5.4 17.2 15.6 7.1 7.9 9.8 6.3
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
Toyota DNA Pyramid
UK - December 2008
Brand level
TOYOTA - DNA PYRAMID
TOYOTA and COMPETITORS - DNA
PYRAMID
Market
mean
Last
Year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is a n in n o v a tiv e c o mp a n y 33.9 34.6 33.4 ND 30.8 ND 30.5 ND 38.8 ND 35.1 ND 30.6 ND 34.2
M a k e s c a rs th a t a re a p le a su re to d riv e 37 32.7 31.5 ND 25.9 ND 29 ND 37.1 ND 34.5 ND 29.9 ND 31.6
M a k e s c o mfo rta b le c a rs 47 41.6 40.7 ND 39.1 ND 39.4 ND 45.9 ND 42.7 ND 35.1 ND 41.8
M a k e s c a rs w h o se d e sig n is a ttra c tiv e 41.6 36.8 34 ND 34.1 ND 34.6 ND 40.3 ND 33.7 ND 30.9 ND 30.9
M a k e s c a rs th a t h a v e p e rso n a lity a n d c h a ra c te r 29.3 26.1 23 ND 22.9 ND 24.2 ND 27.9 ND 22.8 ND 20.2 ND 20.6
M a k e s re lia b le , h ig h q u a lity c a rs 47.7 46.6 46.9 ND 42.7 ND 42 ND 55.8 ND 47.8 ND 43.9 ND 48.3
M a k e s c a rs w h ic h o ffe r a g o o d le v e l o f sa fe ty 49.8 49.5 45.4 ND 39.4 ND 42.6 ND 49.8 ND 50.6 ND 42.9 ND 46.3
Dri
vin
g
ple
asur
Desi
gn
SQ
Makes cars that are a pleasure to drive
Makes comfortable cars
Makes cars whose design is attractive
Makes cars that have personality and
character
Makes cars which offer a good level of safety
Is an innovative company
Makes reliable, high quality cars
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.
TOYOTA – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Market
mean
Last
Year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Makes technologically advanced cars 40 41.5 38.7 ND 32.6 ND 36.4 ND 47.6 ND 37.6 ND 35.9 ND 41.3
Acts in a responsible manner towards the environment 39.8 38.4 43.1 ND 37.9 ND 41.4 ND 47.9 ND 44.4 ND 40.4 ND 45.6
Makes cars which have good engine performances 44.7 38.8 39.5 ND 34.6 ND 37.7 ND 45.6 ND 39.1 ND 36.3 ND 42.8
Is a brand that I would like to own 32.7 30.2 27.2 ND 26.4 ND 25.6 ND 31.5 ND 30.7 ND 25 ND 24
Is a friendly and warm hearter brand 25.4 21.3 21 ND 20.4 ND 19.7 ND 23 ND 21.4 ND 19.4 ND 22
Makes cars which offer good value for money 33.2 30.1 28.4 ND 23.6 ND 28.1 ND 34.2 ND 30.2 ND 27.5 ND 26.2
Makes cars which have low running costs 29.5 33.4 28.6 ND 27.6 ND 30.2 ND 32.6 ND 26.9 ND 26.2 ND 28.5
Makes cars which use quality materials in the interior 40.4 34.5 ND ND ND ND 38.8 ND 31.9 ND 33.2
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.
BRAND LEVEL - DNA PYRAMID
TOYOTA and COMPETITORS - DNA
PYRAMID
Mar
ket m
ean
Toyo
ta
Ford
Vaux
hall
Peug
eot
Rena
ult
Volk
swag
en
Hond
a
Innovat
ion
Is a n in n o v a tiv e c o mp a n y 33.9 33.4 32.5 33.2 25.7 26.7 38.9 35.3
M a k e s c a rs th a t a re a p le a su re to d riv e 37 31.5 39.6 39.9 30.1 30.6 44.8 34
M a k e s c o mfo rta b le c a rs 47 40.7 50.4 51 42.7 44.5 53.2 42.8
M a k e s c a rs w h o se d e sig n is a ttra c tiv e 41.6 34 42.1 45.9 39.1 35.2 47.8 39
M a k e s c a rs th a t h a v e p e rso n a lity a n d c h a ra c te r 29.3 23 29.8 32.1 26.3 27.7 34.4 23.7
M a k e s re lia b le , h ig h q u a lity c a rs 47.7 46.9 47.1 46.6 37.6 40.3 58.6 50.4
M a k e s c a rs w h ic h o ffe r a g o o d le v e l o f sa fe ty 49.8 45.4 50.3 50.4 41 46.5 61.4 47.8
Dri
vin
g
ple
asur
Desi
gn
SQ
Makes cars that are a pleasure to drive
Makes comfortable cars
Makes cars whose design is attractive
Makes cars that have personality and
character
Makes cars which offer a good level of safety
Is an innovative company
Makes reliable, high quality cars
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
BRAND LEVEL – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Mar
ket m
ean
Toyo
ta
Ford
Vauxha
ll
Peuge
ot
Renau
lt
Volk
swag
en
Honda
Makes technologically advanced cars 40 38.7 35.5 35.4 27.5 30.2 47 43.3
Acts in a responsible manner towards the environment 39.8 43.1 44 43.4 38.1 38.4 43.8 42.2
Makes cars which have good engine performances 44.7 39.5 44.8 45 35.9 36.6 55.6 46.4
Is a brand that I would like to own 32.7 27.2 33.1 33.5 24.8 24 40 30.6
Is a friendly and warm hearter brand 25.4 21 33 34.6 24 24.9 29 22
Makes cars which offer good value for money 33.2 28.4 48.5 43.6 34 34.8 34.8 27.2
Makes cars which have low running costs 29.5 28.6 49.2 42.7 35 36.2 26.6 22.6
Makes cars which use quality materials in the interior 40.4 34.5 36.8 38.1 28.9 31.2 52 39.8
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
A segment
UK - December 2008
TOYOTA Aygo
A segment
UK - December 2008
BAIT Advertising scores
0.90.7
0.0 0.0 0.0
1.6
2.4 2.5
0.7
0.0 0.0
0.8 0.8
0.00
1
2
3
4
5
6
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Aygo
VOLKSWAGEN Fox
PEUGEOT 107
CITROEN C1
KIA Picanto
FIAT Panda
RENAULT Twingo
FORD Ka
FIAT 500
Spontaneous advertising recall (%)
A segment – ADVERTISING RECALL
Aygo Presence in Minds Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 0.3 0.4 0.3 0 0 0 0 0.8 2.5 0.7 0 0 0 0 0
Advertising recall - Spontaneous (%) 0.9 0.9 0.7 0 0 0 1.6 2.4 2.5 0.7 0 0 0.8 0.8 0
Advertising recall - P rompted (%) 2 2.8 2.2 3.8 1.6 3.2 2.3 4.8 2.5 1.5 1.6 0.8 0.8 0.8 2.3
Figures in bold = significantly higher / lower than current waveND : Not Delivered
A+B segment – ADVERTISING SCORES
Like a lot Total Like
1 VAUXHALL CORSACorsa follow up (2008)/Concert
(30)TV 67 56 54 23 75
2 FORD FIESTA New Fiesta (2008)/Tvs joining (30) TV 34 28 27 18 84
- Global Norm TV 42 25 19 25 79
3 VAUXHALL MERIVAZafira and Meriva/Flexworld
(30/October)TV 48 25 14 5 77
4 PEUGEOT 207207 follow up (2008)/Heartbeat
(30)TV 37 18 8 8 65
5 VAUXHALL ZAFIRAZafira and Meriva/Flexworld
(30/October)TV 48 25 5 5 77
6 PEUGEOT 207 Blue Lion/Reduce (207/30) TV 26 13 5 9 68
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 10 5 4 25 83
1 PEUGEOT PARTNERPartner Tepee (2008)/Tepee
VersatileBill 4 2 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD FIESTA New Fiesta (2008)/This is now (DP) Print 24 21 20 29 90
2 VAUXHALL CORSAOffers Vauxhall (2008)/3 years 0%
APR (DP)Print 16 14 13
3 PEUGEOT 207 Blue Lion/Reduce (207) Print 13 13 8
4 PEUGEOT 207207 follow up (2008)/Hearbeat
Wallet (DP/Price)Print 12 10 8
5 FIAT 500500 Eco Drive/Take it from a donkey
(DP)Print 11 8 8
6 FIAT 500 500 Eco Drive/Obey the cake (SP) Print 10 8 8
7 PEUGEOT 207207 follow up (2008)/Heartbeat
Office (DP/Price)Print 12 11 7
8 RENAULT CLIO Dynamique/No interest (SP/Clio) Print 8 6 6
9 NISSAN MICRAPromotion 2008/So much extra
(DP/Micra, Note)Print 9 8 5
10 VW POLOCollection Ecolo Chic/Bursting with
extras (SP)Print 9 6 5
11 NISSAN NOTEPromotion 2008/So much extra
(DP/Micra, Note)Print 9 8 4
- Global Norm Print 9 5 4 18 77
12 SEAT IBIZAIbiza SC (2008)/There can be
(SP/Red)Print 7 5 3
13 PEUGEOT 107 Blue Lion/Reduce (107) Print 6 4 3
14 VAUXHALL CORSACorsa follow up (2008)/Vauxhall's
big value drive (SP)Print 6 3 2
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 SEAT IBIZAEcomotive/With typical 0% APR
(SP)Print 5 4 2
16 SKODA FABIA Greenline/Miles (SP) Print 4 2 2
17 VAUXHALL CORSAVXR Artic Edition/Limited Addiction
(DP)Print 2 2 2
18 FIAT PUNTO Abarth (2008)/When will you (SP) Print 3 2 1
19 HONDA JAZZJ azz follow up (2008)/I'm a Brown
Owl (SP)Print 2 1 1
20 SEAT ALHAMBRAEcomotive/With typical 0% APR
(SP)Print 5 4 0
21 HONDA FITLaunch Fit (2008)/Avoid gas hogs
(DP)Print 2 1 0
22 PEUGEOT PARTNERPartner Tepee (2008)/Tepee
Versatile (SP)Print 2 0 0
23 RENAULT TWINGO RenaultSport 133/Excitement (SP) Print 1 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Aygo – FOCUS ON MEDIA TV
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 42Make Att. (%) 25Perfect Att. (%) 19Efficiency 0.5
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25
Total Like 79
Norm
Aygo – FOCUS ON MEDIA BILLBOARD
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 10Make Att. (%) 5Perfect Att. (%) 4Efficiency 0.4
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25
Total Like 83
Norm
Aygo – FOCUS ON MEDIA PRINT
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance24/01 - 06/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04 24/04 - 07/05
Period of test 18/02 - 16/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06 19/05 - 15/06Reco. (%) 9 6 2 2 2 4 6Make Att. (%) 5 2 1 1 1 0 2Perfect Att. (%) 4 2 1 1 0 0 0Efficiency 0.4 0.3 0.5 0.3 0.0 0.0 0.0
05/08Is forged (DP/Aygo)
06/08The new price of platinium
(SP)
Norm 03/08Is forged (DP/Aygo)
04/08Is forged (DP/Aygo)
04/08The new price of platinium
(SP)
05/08The new price of platinium
(SP)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 18
Total Like 77
Norm05/08
Is forged (DP/Aygo)
06/08The new price of platinium
(SP)
03/08Is forged (DP/Aygo)
04/08Is forged (DP/Aygo)
04/08The new price of platinium
(SP)
05/08The new price of platinium
(SP)
Aygo – GLOBAL CAMPAIGN IMPACT
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
02/08
(1 Print)
03/08
(1 Print)
04/08
(2 Print)
05/08
(1 Print)
05/08
(1 Print)
06/08
(1 Print)
Period of 1st
appearance10/01 - 23/01 24/01 - 06/02 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04 24/04 - 07/05
Period of test 04/02 - 02/03 18/02 - 16/03 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06 19/05 - 15/06
Reco. (%) 5 6 4 2 4 6
Make Att. (%) 2 2 2 1 0 2
Perfect Att. (%) 0 2 2 0 0 0
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
A segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Aygo Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 69.8 57 61.4 56.1 63.3 64.5 58.9 61.3 60.7 60.4 53.2 63.5 64.6 64.3 66.2
A w a re n e ss - sp o n t (% ) 4.3 4 3.6 0.8 3.1 4.8 5.4 7.3 4.9 2.2 4 2.4 2.4 3.1 3.1
K n o w le d g e (% ) 4.8 3.6 3.5 3 1.6 4.8 2.3 4 4.1 2.2 5.6 1.6 3.9 4.7 3.8
L ik in g (% 7 -1 0 ) 56.8 60.3 69.5 * * * * * * * * * * * *
C o n sid e ra tio n (% ) 3.7 4.7 4.4 2.3 3.1 7.3 4.7 6.5 4.9 2.2 6.3 3.2 3.1 3.1 6.2
P re fe re n c e (% ) 1.3 1.7 1.6 0.8 1.6 4 1.6 2.4 1.6 0.7 3.2 0 1.6 1.6 0.8
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Aygo – PURCHASE FUNNEL
0
10
20
30
40
50
60
70
80
90
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
A segment – PURCHASE FUNNEL
Purchase Funnel Aygo and
COMPETITORS
Segm
ent
Mean
Aygo
Fox
10
7
C1
Pic
anto
Pan
da
Tw
ingo
Ka
50
0
A w a re n e ss - p ro mp te d (% ) 69.8 61.4 51.9 86.2 81.8 66.6 87.7 51 96.9 57.1
A w a re n e ss - sp o n t (% ) 4.3 3.6 2.5 4.5 4.2 2.2 3.9 2 13 3.5
K n o w le d g e (% ) 4.8 3.5 2.5 5.9 3.1 2.4 5.6 0.9 18.8 2
L ik in g (% 7 -1 0 ) 56.8 69.5 62.2 55 49.6 59.3 42.2 55.6 63.5 50.9
C o n sid e ra tio n (% ) 3.7 4.4 2 5 3.1 2.1 2.6 1.3 11.7 2.1
P re fe re n c e (% ) 1.3 1.6 0.7 1.7 1.1 0.8 0.8 0.4 4.1 0.8
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
A segment
UK - December 2008
BAIT Image items
Aygo – DNA PYRAMID
Aygo and COMPETITORS - DNA
PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 18.4 28.1 29.9 * * * * * * * * * * * *
Is a p le a su re to d riv e 16.9 24.7 25 * * * * * * * * * * * *
Is c o mfo rta b le 20.5 28.9 27.4 * * * * * * * * * * * *
H a s a n a ttra c tiv e d e sig n 20.8 33.6 29.3 * * * * * * * * * * * *
H a s p e rso n a lity a n d c h a ra c te r 18.1 24.7 20.1 * * * * * * * * * * * *
Is re lia b le , is a h ig h q u a lity c a r 22.7 32.9 33.5 * * * * * * * * * * * *
O ffe rs a g o o d le v e l o f sa fe ty 27.5 33.6 32.3 * * * * * * * * * * * *
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Aygo – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 29.4 24.2 36 * * * * * * * * * * * *
Has good engine performance 22.1 28.1 28 * * * * * * * * * * * *
Has good road holding 23 32.9 31.1 * * * * * * * * * * * *
Is trendy 21.3 25.3 29.3 * * * * * * * * * * * *
Has status 9 7 12.8 * * * * * * * * * * * *
Is a car for the family 8.6 14.1 * * * * * * *
Is well equipped 20.5 27.2 28.7 * * * * * * * * * * * *
Is a spacious car (passengers and luggages) 9.9 16.7 16.5 * * * * * * * * * * * *
Has an adjustable interior 14.3 21.9 15.2 * * * * * * * * * * * *
Is good value for money 23 21.9 25 * * * * * * * * * * * *
Uses quality materials in the interior 17.9 20.5 * * * * * *
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
A segment - DNA PYRAMID
Aygo and COMPETITORS - DNA
PYRAMID
Segm
ent
Mea
n
Aygo
Fox
107
C1
Pic
anto
Pand
a
Tw
ingo
Ka
500
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 18.4 29.9 22.5 17.3 19.9 17.1 9.3 15.6 19.5 16.7
Is a p le a su re to d riv e 16.9 25 13.5 15.6 11.5 14.3 8.2 12.2 23.3 13.2
Is c o mfo rta b le 20.5 27.4 23.4 21.8 15.5 17.1 12.3 14.4 25.2 15.8
H a s a n a ttra c tiv e d e sig n 20.8 29.3 16.2 21.8 16.4 21.4 12.3 22.2 23.3 25.4
H a s p e rso n a lity a n d c h a ra c te r 18.1 20.1 17.1 17.6 15.5 17.1 11.6 15.6 21.2 25.4
Is re lia b le , is a h ig h q u a lity c a r 22.7 33.5 29.7 23.8 20.8 25.7 10.8 21.1 25.2 14
O ffe rs a g o o d le v e l o f sa fe ty 27.5 32.3 27.9 28.9 24.3 23.6 18.3 31.1 31.1 25.4
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
A segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
Aygo
Fox
107
C1
Pic
ant
o
Panda
Tw
ingo
Ka
500
Is environment friendly 29.4 36 27 27.5 25.7 34.3 19 25.6 34.1 28.9
Has good engine performance 22.1 28 28.8 22.1 18.1 20.7 11.6 18.9 26.5 20.2
Has good road holding 23 31.1 22.5 23.8 16.8 26.4 11.9 23.3 27.9 16.7
Is trendy 21.3 29.3 18.9 18.4 14.2 23.6 14.9 13.3 26.1 28.1
Has status 9 12.8 9 12.5 10.2 6.4 2.2 4.4 9.1 12.3
Is a car for the family 8.6 14.1 11.7 13.9 3.5 6.6 5.6 3.3 8.9 3.9
Is well equipped 20.5 28.7 23.4 22.9 19 19.3 9.3 24.4 22.3 18.4
Is a spacious car (passengers and luggages) 9.9 16.5 9 13.3 9.3 6.4 4.1 14.4 10.2 4.4
Has an adjustable interior 14.3 15.2 14.4 16.1 11.9 6.4 7.1 22.2 16.8 18.4
Is good value for money 23 25 17.1 20.4 24.3 29.3 20.1 11.1 26.7 21.9
Uses quality materials in the interior 17.9 20.5 27.9 23.7 14.8 8.8 7.7 8 20.3 21.7
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
A segment
UK - December 2008
TOYOTA IQ
A segment
UK - December 2008
BAIT Advertising scores
0.40.0
0.8
0.0
0.8
0
1
2
3
4
5
6
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA IQ
VOLKSWAGEN Fox
PEUGEOT 107
CITROEN C1
KIA Picanto
FIAT Panda
RENAULT Twingo
FORD Ka
FIAT 500
Spontaneous advertising recall (%)
A segment – ADVERTISING RECALL
IQ Presence in Minds Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 0.3 0 0 0 0 0
Advertising recall - Spontaneous (%) 0.9 0.4 0 0.8 0 0.8
Advertising recall - P rompted (%) 2 0.4 0 0.8 0 0.8
Figures in bold = significantly higher / lower than current waveND : Not Delivered
A+B segment – ADVERTISING SCORES
Like a lot Total Like
1 VAUXHALL CORSACorsa follow up (2008)/Concert
(30)TV 67 56 54 23 75
2 FORD FIESTA New Fiesta (2008)/Tvs joining (30) TV 34 28 27 18 84
- Global Norm TV 42 25 19 25 79
3 VAUXHALL MERIVAZafira and Meriva/Flexworld
(30/October)TV 48 25 14 5 77
4 PEUGEOT 207207 follow up (2008)/Heartbeat
(30)TV 37 18 8 8 65
5 VAUXHALL ZAFIRAZafira and Meriva/Flexworld
(30/October)TV 48 25 5 5 77
6 PEUGEOT 207 Blue Lion/Reduce (207/30) TV 26 13 5 9 68
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 10 5 4 25 83
1 PEUGEOT PARTNERPartner Tepee (2008)/Tepee
VersatileBill 4 2 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD FIESTA New Fiesta (2008)/This is now (DP) Print 24 21 20 29 90
2 VAUXHALL CORSAOffers Vauxhall (2008)/3 years 0%
APR (DP)Print 16 14 13
3 PEUGEOT 207 Blue Lion/Reduce (207) Print 13 13 8
4 PEUGEOT 207207 follow up (2008)/Hearbeat
Wallet (DP/Price)Print 12 10 8
5 FIAT 500500 Eco Drive/Take it from a donkey
(DP)Print 11 8 8
6 FIAT 500 500 Eco Drive/Obey the cake (SP) Print 10 8 8
7 PEUGEOT 207207 follow up (2008)/Heartbeat
Office (DP/Price)Print 12 11 7
8 RENAULT CLIO Dynamique/No interest (SP/Clio) Print 8 6 6
9 NISSAN MICRAPromotion 2008/So much extra
(DP/Micra, Note)Print 9 8 5
10 VW POLOCollection Ecolo Chic/Bursting with
extras (SP)Print 9 6 5
11 NISSAN NOTEPromotion 2008/So much extra
(DP/Micra, Note)Print 9 8 4
- Global Norm Print 9 5 4 18 77
12 SEAT IBIZAIbiza SC (2008)/There can be
(SP/Red)Print 7 5 3
13 PEUGEOT 107 Blue Lion/Reduce (107) Print 6 4 3
14 VAUXHALL CORSACorsa follow up (2008)/Vauxhall's
big value drive (SP)Print 6 3 2
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 SEAT IBIZAEcomotive/With typical 0% APR
(SP)Print 5 4 2
16 SKODA FABIA Greenline/Miles (SP) Print 4 2 2
17 VAUXHALL CORSAVXR Artic Edition/Limited Addiction
(DP)Print 2 2 2
18 FIAT PUNTO Abarth (2008)/When will you (SP) Print 3 2 1
19 HONDA JAZZJ azz follow up (2008)/I'm a Brown
Owl (SP)Print 2 1 1
20 SEAT ALHAMBRAEcomotive/With typical 0% APR
(SP)Print 5 4 0
21 HONDA FITLaunch Fit (2008)/Avoid gas hogs
(DP)Print 2 1 0
22 PEUGEOT PARTNERPartner Tepee (2008)/Tepee
Versatile (SP)Print 2 0 0
23 RENAULT TWINGO RenaultSport 133/Excitement (SP) Print 1 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
IQ – FOCUS ON MEDIA TV
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 42Make Att. (%) 25Perfect Att. (%) 19Efficiency 0.5
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25
Total Like 79
Norm
IQ – FOCUS ON MEDIA BILLBOARD
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 10Make Att. (%) 5Perfect Att. (%) 4Efficiency 0.4
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25
Total Like 83
Norm
IQ – FOCUS ON MEDIA PRINT
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 9Make Att. (%) 5Perfect Att. (%) 4Efficiency 0.4
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 18
Total Like 77
Norm
IQ – GLOBAL CAMPAIGN IMPACT
Basis: Purchase intenders of a new car in segment A or B
Make Att. (%) Perfect Att. (%)Reco. (%)
.
Period of 1st
appearance
Period of test
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
No advertisements tested since January
2008
A segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - IQ Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 69.8 31.8 28.6 34.6 29.5 34.6
A w a re n e ss - sp o n t (% ) 4.3 0.8 0 1.6 0 1.5
K n o w le d g e (% ) 4.8 1 0 2.4 0.8 0.8
L ik in g (% 7 -1 0 ) 56.8 * * * *
C o n sid e ra tio n (% ) 3.7 0.6 0 0.8 0 1.5
P re fe re n c e (% ) 1.3 0 0 0 0 0
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
IQ – PURCHASE FUNNEL
0
5
10
15
20
25
30
35
40
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
A segment – PURCHASE FUNNEL
Purchase Funnel IQ and
COMPETITORS
Segm
ent
Mean
IQ Fox
10
7
C1
Pic
anto
Pan
da
Tw
ingo
Ka
50
0
A w a re n e ss - p ro mp te d (% ) 69.8 31.8 51.9 86.2 81.8 66.6 87.7 51 96.9 57.1
A w a re n e ss - sp o n t (% ) 4.3 0.8 2.5 4.5 4.2 2.2 3.9 2 13 3.5
K n o w le d g e (% ) 4.8 1 2.5 5.9 3.1 2.4 5.6 0.9 18.8 2
L ik in g (% 7 -1 0 ) 56.8 * 62.2 55 49.6 59.3 42.2 55.6 63.5 50.9
C o n sid e ra tio n (% ) 3.7 0.6 2 5 3.1 2.1 2.6 1.3 11.7 2.1
P re fe re n c e (% ) 1.3 0 0.7 1.7 1.1 0.8 0.8 0.4 4.1 0.8
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
A segment
UK - December 2008
BAIT Image items
IQ – DNA PYRAMID
IQ and COMPETITORS - DNA PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 18.4 * * * *
Is a p le a su re to d riv e 16.9 * * * *
Is c o mfo rta b le 20.5 * * * *
H a s a n a ttra c tiv e d e sig n 20.8 * * * *
H a s p e rso n a lity a n d c h a ra c te r 18.1 * * * *
Is re lia b le , is a h ig h q u a lity c a r 22.7 * * * *
O ffe rs a g o o d le v e l o f sa fe ty 27.5 * * * *
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
IQ – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 29.4 * * * *
Has good engine performance 22.1 * * * *
Has good road holding 23 * * * *
Is trendy 21.3 * * * *
Has status 9 * * * *
Is a car for the family 8.6 * * * *
Is well equipped 20.5 * * * *
Is a spacious car (passengers and luggages) 9.9 * * * *
Has an adjustable interior 14.3 * * * *
Is good value for money 23 * * * *
Uses quality materials in the interior 17.9 * * * *
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
A segment - DNA PYRAMID
IQ and COMPETITORS - DNA PYRAMID
Segm
ent
Mea
n
IQ Fox
107
C1
Pic
anto
Pand
a
Tw
ingo
Ka
500
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 18.4 * 22.5 17.3 19.9 17.1 9.3 15.6 19.5 16.7
Is a p le a su re to d riv e 16.9 * 13.5 15.6 11.5 14.3 8.2 12.2 23.3 13.2
Is c o mfo rta b le 20.5 * 23.4 21.8 15.5 17.1 12.3 14.4 25.2 15.8
H a s a n a ttra c tiv e d e sig n 20.8 * 16.2 21.8 16.4 21.4 12.3 22.2 23.3 25.4
H a s p e rso n a lity a n d c h a ra c te r 18.1 * 17.1 17.6 15.5 17.1 11.6 15.6 21.2 25.4
Is re lia b le , is a h ig h q u a lity c a r 22.7 * 29.7 23.8 20.8 25.7 10.8 21.1 25.2 14
O ffe rs a g o o d le v e l o f sa fe ty 27.5 * 27.9 28.9 24.3 23.6 18.3 31.1 31.1 25.4
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
A segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
IQ Fox
107
C1
Pic
ant
o
Panda
Tw
ingo
Ka
500
Is environment friendly 29.4 * 27 27.5 25.7 34.3 19 25.6 34.1 28.9
Has good engine performance 22.1 * 28.8 22.1 18.1 20.7 11.6 18.9 26.5 20.2
Has good road holding 23 * 22.5 23.8 16.8 26.4 11.9 23.3 27.9 16.7
Is trendy 21.3 * 18.9 18.4 14.2 23.6 14.9 13.3 26.1 28.1
Has status 9 * 9 12.5 10.2 6.4 2.2 4.4 9.1 12.3
Is a car for the family 8.6 * 11.7 13.9 3.5 6.6 5.6 3.3 8.9 3.9
Is well equipped 20.5 * 23.4 22.9 19 19.3 9.3 24.4 22.3 18.4
Is a spacious car (passengers and luggages) 9.9 * 9 13.3 9.3 6.4 4.1 14.4 10.2 4.4
Has an adjustable interior 14.3 * 14.4 16.1 11.9 6.4 7.1 22.2 16.8 18.4
Is good value for money 23 * 17.1 20.4 24.3 29.3 20.1 11.1 26.7 21.9
Uses quality materials in the interior 17.9 * 27.9 23.7 14.8 8.8 7.7 8 20.3 21.7
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
B segment
UK - December 2008
TOYOTA Yaris
B segment
UK - December 2008
BAIT Advertising scores
12.7
7.9
12.914.8
12.114.0
8.19.8
7.5 6.3
1.6 2.4 2.3 3.10
5
10
15
20
25
30
35
40
45
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Yaris
VOLKSWAGEN Polo
PEUGEOT 206
PEUGEOT 207
FORD Fiesta
VAUXHALL Corsa
RENAULT Clio
CITROEN C3
FIAT Punto
Spontaneous advertising recall (%)
B segment – ADVERTISING RECALL
Yaris Presence in Minds Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 1.8 4.5 2.5 3.8 5.5 4.8 3.1 2.4 2.5 3.7 0 0 0.8 2.3 0.8
Advertising recall - Spontaneous (%) 4.8 12.7 7.9 12.9 14.8 12.1 14 8.1 9.8 7.5 6.3 1.6 2.4 2.3 3.1
Advertising recall - P rompted (%) 9.7 24.9 22 28 19.5 32.3 29.5 32.3 23.8 26.9 17.5 13.5 14.2 19.4 7.7
Figures in bold = significantly higher / lower than current waveND : Not Delivered
A+B segment – ADVERTISING SCORES
Like a lot Total Like
1 VAUXHALL CORSACorsa follow up (2008)/Concert
(30)TV 67 56 54 23 75
2 FORD FIESTA New Fiesta (2008)/Tvs joining (30) TV 34 28 27 18 84
- Global Norm TV 42 25 19 25 79
3 VAUXHALL MERIVAZafira and Meriva/Flexworld
(30/October)TV 48 25 14 5 77
4 PEUGEOT 207207 follow up (2008)/Heartbeat
(30)TV 37 18 8 8 65
5 VAUXHALL ZAFIRAZafira and Meriva/Flexworld
(30/October)TV 48 25 5 5 77
6 PEUGEOT 207 Blue Lion/Reduce (207/30) TV 26 13 5 9 68
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 10 5 4 25 83
1 PEUGEOT PARTNERPartner Tepee (2008)/Tepee
VersatileBill 4 2 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD FIESTA New Fiesta (2008)/This is now (DP) Print 24 21 20 29 90
2 VAUXHALL CORSAOffers Vauxhall (2008)/3 years 0%
APR (DP)Print 16 14 13
3 PEUGEOT 207 Blue Lion/Reduce (207) Print 13 13 8
4 PEUGEOT 207207 follow up (2008)/Hearbeat
Wallet (DP/Price)Print 12 10 8
5 FIAT 500500 Eco Drive/Take it from a donkey
(DP)Print 11 8 8
6 FIAT 500 500 Eco Drive/Obey the cake (SP) Print 10 8 8
7 PEUGEOT 207207 follow up (2008)/Heartbeat
Office (DP/Price)Print 12 11 7
8 RENAULT CLIO Dynamique/No interest (SP/Clio) Print 8 6 6
9 NISSAN MICRAPromotion 2008/So much extra
(DP/Micra, Note)Print 9 8 5
10 VW POLOCollection Ecolo Chic/Bursting with
extras (SP)Print 9 6 5
11 NISSAN NOTEPromotion 2008/So much extra
(DP/Micra, Note)Print 9 8 4
- Global Norm Print 9 5 4 18 77
12 SEAT IBIZAIbiza SC (2008)/There can be
(SP/Red)Print 7 5 3
13 PEUGEOT 107 Blue Lion/Reduce (107) Print 6 4 3
14 VAUXHALL CORSACorsa follow up (2008)/Vauxhall's
big value drive (SP)Print 6 3 2
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
A+B segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 SEAT IBIZAEcomotive/With typical 0% APR
(SP)Print 5 4 2
16 SKODA FABIA Greenline/Miles (SP) Print 4 2 2
17 VAUXHALL CORSAVXR Artic Edition/Limited Addiction
(DP)Print 2 2 2
18 FIAT PUNTO Abarth (2008)/When will you (SP) Print 3 2 1
19 HONDA JAZZJ azz follow up (2008)/I'm a Brown
Owl (SP)Print 2 1 1
20 SEAT ALHAMBRAEcomotive/With typical 0% APR
(SP)Print 5 4 0
21 HONDA FITLaunch Fit (2008)/Avoid gas hogs
(DP)Print 2 1 0
22 PEUGEOT PARTNERPartner Tepee (2008)/Tepee
Versatile (SP)Print 2 0 0
23 RENAULT TWINGO RenaultSport 133/Excitement (SP) Print 1 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Yaris – FOCUS ON MEDIA TV
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance24/01 - 06/02 24/01 - 06/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04 20/03 - 02/04
Period of test 18/02 - 16/03 18/02 - 16/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05 14/04 - 18/05Reco. (%) 42 57 63 59 45 67 59Make Att. (%) 25 34 40 44 31 54 37Perfect Att. (%) 19 31 38 41 29 52 35Efficiency 0.5 0.6 0.6 0.7 0.6 0.8 0.6
05/08Revenge (30/2B-08)
05/08At a training exercise
(30/2B-08)
Norm03/08
At a training exercise (30/12B-07)
03/08Revenge (30/12B-07)
04/08Revenge (30/2B-08)
04/08At a training exercise
(30/2B-08)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25 22 23 27 22 24 26
Total Like 79 78 84 83 83 89 89
Norm05/08
Revenge (30/2B-08)
05/08At a training exercise
(30/2B-08)
03/08At a training exercise
(30/12B-07)
03/08Revenge (30/12B-07)
04/08Revenge (30/2B-08)
04/08At a training exercise
(30/2B-08)
Yaris – IMAGE PERCEPTION OF TV
Basis:77 (03/08)
-10
-5
0
5
10
15
20
25
30
Suitable for women
Comfortable
Functional
Reliable, high quality car
Has personality and character
Economical to run
Good level of equipment
Has status
Suitable for young people
Nice shape/design
Environment friendlyRoad holding
Interesting price
Is prestigious
Advanced technologically
Good degree of safety
Good engine performance
Is a spacious car (passengers and luggage)
For the family
Innovative
A pleasure to drive
segment averageTV Yaris follow up/Revenge (30/12B-07)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Yaris – IMAGE PERCEPTION OF TV
Basis:69 (03/08)
-10
-5
0
5
10
15
20
Reliable, high quality car
Road holding
Suitable for young people
Economical to run
Nice shape/design
Functional
Good level of equipment
Has personality and character
Environment friendly
Has status
ComfortableA pleasure to drive
Good degree of safety
Interesting price
Is prestigious
Good engine performance
Innovative
Advanced technologically
Is a spacious car (passengers and luggage)
For the family
Suitable for women
segment averageTV SR/At a training exercise (30/12B-07)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Yaris – IMAGE PERCEPTION OF TV
Basis:131 (05/08)
-8
-6
-4
-2
0
2
4
6
8
1
0
12
Good level of equipment
Has status
Road holding
Nice shape/design
Good engine performance
A pleasure to drive
Environment friendly
Reliable, high quality car
Functional
Has personality and character
ComfortableSuitable for young peopleGood degree of safety
Interesting price
Suitable to drive in town
Suitable for all roads (roads, moutain ...)
Is prestigious
Economical to run
Is a spacious car (passengers and luggage)
Advanced technologically
Suitable for women
Innovative
For the family
segment averageTV Yaris follow up/At a training exercise (30/2B-08)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Yaris – IMAGE PERCEPTION OF TV
Basis:157 (05/08)
-15
-1
0
-5
0
5
10
15
20
25
Suitable for women
Reliable, high quality car
Functional
Good level of equipment
Nice shape/design
Economical to run
Suitable for young people
Has personality and character
Is a spacious car (passengers and luggage)
Good degree of safety
ComfortableEnvironment friendlyA pleasure to drive
Has status
Advanced technologically
Innovative
Suitable to drive in town
Suitable for all roads (roads, moutain ...)
Is prestigious
Good engine performance
Interesting price
Road holding
For the family
segment averageTV Yaris follow up/Revenge (30/2B-08)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Yaris – FOCUS ON MEDIA BILLBOARD
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 10Make Att. (%) 5Perfect Att. (%) 4Efficiency 0.4
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25
Total Like 83
Norm
Yaris – FOCUS ON MEDIA PRINT
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance05/06 - 18/06 05/06 - 18/06 03/07 - 16/07 31/07 - 20/08 02/10 - 15/10
Period of test 30/06 - 27/07 30/06 - 27/07 28/07 - 24/08 01/09 - 28/09 27/10 - 23/11Reco. (%) 9 7 7 13 12 2Make Att. (%) 5 6 6 10 8 1Perfect Att. (%) 4 4 6 10 8 0Efficiency 0.4 0.5 0.9 0.8 0.7 0.0
11/08O% APR typical (SP/Yaris/Auris)
Norm 07/08More for less (SP/Yaris)
07/08Fashionably never late
(SP)
08/08Fashionably never late
(SP)
09/08Fashionably never late
(SP)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 18
Total Like 77
Norm 11/08O% APR typical (SP/Yaris/Auris)
07/08More for less (SP/Yaris)
07/08Fashionably never late
(SP)
08/08Fashionably never late
(SP)
09/08Fashionably never late
(SP)
Yaris – GLOBAL CAMPAIGN IMPACT
Basis: Purchase intenders of a new car in segment A or B
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
03/08
(1 Print)
04/08
(2 TV)
04/08
(1 Print)
05/08
(2 TV)
05/08
(2 Print)
06/08
(2 Print)
07/08
(2 Print)
08/08
(1 Print)
09/08
(1 Print)
11/08
(1 Print)
Period of 1st
appearance07/02 - 20/02 21/02 - 05/03 06/03 - 19/03 20/03 - 02/04 03/04 - 23/04 08/05 - 21/05 05/06 - 18/06 03/07 - 16/07 31/07 - 20/08 02/10 - 15/10
Period of test 03/03 - 30/03 17/03 - 13/04 31/03 - 27/04 14/04 - 18/05 05/05 - 01/06 02/06 - 29/06 30/06 - 27/07 28/07 - 24/08 01/09 - 28/09 27/10 - 23/11
Reco. (%) 2 66 9 77 10 12 12 13 12 2
Make Att. (%) 2 48 5 57 7 9 10 10 8 1
Perfect Att. (%) 2 44 5 54 6 4 7 10 8 0
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
B segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Yaris Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 84 95.5 94.6 93.9 96.9 91.9 88.4 96 92.6 93.3 92.1 96.8 96.9 98.4 97.7
A w a re n e ss - sp o n t (% ) 15.7 25.8 24.9 26.5 24.2 25.8 27.9 32.3 23.8 23.9 20.6 23 21.3 24 25.4
K n o w le d g e (% ) 13.8 20.1 20.4 15.9 14.1 16.9 18.6 25 21.3 20.9 23 16.7 18.9 27.9 26.2
L ik in g (% 7 -1 0 ) 72.2 74.9 82.1 83.5 82.4 83.7 83.2 83.8 86.1 84.6 83.8 76.1 76.8 79.5 80.3
C o n sid e ra tio n (% ) 12.9 24 20.8 24.2 22.7 21 20.2 25.8 23.8 16.4 21.4 19 16.5 20.2 18.5
P re fe re n c e (% ) 4.4 8.4 6.6 6.8 2.3 6.5 10.1 8.9 6.6 5.2 9.5 4 3.1 9.3 6.9
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Yaris – PURCHASE FUNNEL
0
20
40
60
80
100
120
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
B segment – PURCHASE FUNNEL
Purchase Funnel Yaris and
COMPETITORS
Segm
ent
Mean
Yar
is
Polo
20
6
20
7
Fie
sta
Cors
a
Clio
C3
Punto
A w a re n e ss - p ro mp te d (% ) 84 94.6 97.7 94.7 93.4 99.4 99.4 98 87.2 96.3
A w a re n e ss - sp o n t (% ) 15.7 24.9 23.8 14 19.1 55.5 55.8 41.3 10.1 13.4
K n o w le d g e (% ) 13.8 20.4 24.2 18.1 18.8 44.4 44 34.4 5.2 13.3
L ik in g (% 7 -1 0 ) 72.2 82.1 84.1 75.8 75.7 79.3 76.4 76.4 51.4 57.1
C o n sid e ra tio n (% ) 12.9 20.8 25.5 15.9 21.4 35.3 38.2 31.7 5.4 11.2
P re fe re n c e (% ) 4.4 6.6 5.4 4.1 7.5 14.2 15.3 10.5 2.2 3.4
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
B segment
UK - December 2008
BAIT Image items
Yaris – DNA PYRAMID
Yaris and COMPETITORS - DNA PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 29.1 37 33 48.4 43.5 35.6 35.5 38.5 36.9 26.8 20.7 23.9 26.8 29.9 34.6
Is a p le a su re to d riv e 29.1 32.2 26.2 30.8 24.1 22.1 28 32.5 35.2 26 19.8 20.2 21.4 25.6 27.6
Is c o mfo rta b le 35.9 39.2 34.9 36.3 31.5 35.6 42.1 44.4 41.8 30.1 29.7 33 26.8 33.3 37
H a s a n a ttra c tiv e d e sig n 36.5 39.4 35.4 42.9 38.9 42.3 43.9 45.3 41 29.3 30.6 30.3 23.2 29.1 34.6
H a s p e rso n a lity a n d c h a ra c te r 26.9 31.1 24.7 28.6 26.9 27.9 29 33.3 32.8 21.1 17.1 20.2 20.5 20.5 22
Is re lia b le , is a h ig h q u a lity c a r 38.7 44.9 43.8 53.8 48.1 43.3 49.5 55.6 53.3 36.6 35.1 40.4 37.5 36.8 39.4
O ffe rs a g o o d le v e l o f sa fe ty 43.7 48.9 48 51.6 52.8 49 51.4 58.1 57.4 44.7 36.9 38.5 39.3 40.2 49.6
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Yaris – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 37.9 37 39.4 44 39.8 37.5 42.1 40.2 47.5 50.4 38.7 28.4 28.6 37.6 39.4
Has good engine performance 35.5 36.6 36.8 46.2 33.3 31.7 43 48.7 45.9 35 28.8 35.8 35.7 33.3 33.9
Has good road holding 37.1 38.8 38 41.8 34.3 40.4 46.7 49.6 43.4 27.6 26.1 33 33 35 43.3
Is trendy 32.3 32.1 32.3 36.3 32.4 35.6 42.1 45.3 40.2 29.3 27 28.4 26.8 26.5 26
Has status 20.5 20 17.5 23.1 21.3 15.4 14 23.1 24.6 17.9 16.2 16.5 13.4 14.5 15
Is a car for the family 27.6 24.8 27.9 24.4 22.5 29.4 24.1 20.5 26
Is well equipped 37.3 41.4 39.9 46.2 42.6 39.4 42.1 47.9 50 36.6 33.3 37.6 31.3 34.2 39.4
Is a spacious car (passengers and luggages) 28.1 33.2 28.1 36.3 36.1 36.5 37.4 34.2 28.7 22.8 24.3 26.6 25 18.8 18.9
Has an adjustable interior 30.2 24.2 31.7 25.3 19.4 21.2 29.9 37.6 44.3 35.8 33.3 34.9 26.8 25.6 34.6
Is good value for money 29.9 29.8 28.7 29.7 25.9 27.9 32.7 35 33.6 25.2 27.9 27.5 20.5 28.2 30.7
Uses quality materials in the interior 32.5 31.7 29 30.6 28.4 27.7 33.3 36.2
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
B segment - DNA PYRAMID
Yaris and COMPETITORS - DNA PYRAMID
Segm
ent
Mea
n
Yari
s
Polo
206
207
Fie
sta
Cors
a
Clio
C3
Punt
o
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 29.1 33 35.6 24.5 27.7 31.6 36.1 32.7 20.5 19.7
Is a p le a su re to d riv e 29.1 26.2 34 23.5 29.1 37.6 40.3 33.4 15.8 22.7
Is c o mfo rta b le 35.9 34.9 41.5 33.3 37.2 46.4 48.8 43 21.1 30.2
H a s a n a ttra c tiv e d e sig n 36.5 35.4 38.6 30.1 42.6 43.9 49.1 44.1 22.1 27.9
H a s p e rso n a lity a n d c h a ra c te r 26.9 24.7 27.4 24.8 27.2 29.6 36.7 34.1 15.1 20.9
Is re lia b le , is a h ig h q u a lity c a r 38.7 43.8 48.5 35 38.1 45.1 49 43 22.4 26.9
O ffe rs a g o o d le v e l o f sa fe ty 43.7 48 54.3 39.5 44.8 49.8 52.2 49.2 28.1 33.6
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
B segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
Yari
s
Polo
206
207
Fie
sta
Cors
a
Clio
C3
Punto
Is environment friendly 37.9 39.4 39.5 34 39.8 43.9 47.2 43.6 29.3 28.5
Has good engine performance 35.5 36.8 42 31.7 36.1 41.3 45 39.3 25.9 28.3
Has good road holding 37.1 38 42.1 33 38.7 45.6 46 42.3 25.2 28.6
Is trendy 32.3 32.3 29.4 27.8 36.6 36.7 46 40.6 15.8 23.6
Has status 20.5 17.5 26.4 16.3 23.6 24.5 28.8 26.2 9.8 11.1
Is a car for the family 27.6 24.8 32.6 29.9 42.3 35.5 33.8 19.1 24.6
Is well equipped 37.3 39.9 41.7 32.4 39.9 44 49 45.1 23.7 28.1
Is a spacious car (passengers and luggages) 28.1 28.1 34.1 30.1 30.1 40.6 37.6 32.6 18.6 23.9
Has an adjustable interior 30.2 31.7 34.5 23.2 30.5 38.1 40.7 34.2 17 25.5
Is good value for money 29.9 28.7 26.7 24.8 27.3 38.8 42.4 37.9 24.9 30.9
Uses quality materials in the interior 32.5 31.7 44.4 37.3 40 41 37 19 19.7
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
C segment
UK - December 2008
TOYOTA Auris
C segment
UK - December 2008
BAIT Advertising scores
2.63.5
2.3 1.5 2.4 1.5 0.8
5.1 5.5
8.3
3.24.7
3.2 3.8
0
5
10
15
20
25
30
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Auris
TOYOTA Corolla
VOLKSWAGEN Golf
PEUGEOT 308
FORD Focus
VAUXHALL Astra
RENAULT Megane
HONDA Civic
KIA Ceed
Spontaneous advertising recall (%)
C segment – ADVERTISING RECALL
Auris Presence in Minds Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 1.8 0.8 1.2 0.8 1.5 0.8 0 0.8 1.7 2.4 2.3 1.6 0.8 0.8 1.5
Advertising recall - Spontaneous (%) 4.5 2.6 3.5 2.3 1.5 2.4 1.5 0.8 5.1 5.5 8.3 3.2 4.7 3.2 3.8
Advertising recall - P rompted (%) 9.3 6.2 6.6 4.6 4.6 7.1 6.1 4.7 11 6.3 8.3 7.9 7 3.2 8.3
Figures in bold = significantly higher / lower than current waveND : Not Delivered
C segment – ADVERTISING SCORES
Like a lot Total Like
1 VAUXHALL ZAFIRAZafira and Meriva/Flexworld
(30/October)TV 55 31 22 15 73
- Global Norm TV 43 29 20 25 80
2 VAUXHALL MERIVAZafira and Meriva/Flexworld
(30/October)TV 55 31 6 15 73
3 PEUGEOT 308308 Follow up (2008)/Winds of
change/Birth (30)TV 18 10 4
4 PEUGEOT 308 Blue Lion/Reduce (308/30/9B-08) TV 29 17 1 5 55
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
C segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 9 6 5 17 74
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
C segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD FOCUSFocus follow up (2008)/Exhaust
silencer trumpetPrint 13 8 8
2 FORD FOCUSNew Focus (2007)/Ladies and
gentlemen (SP)Print 10 8 8
3 PEUGEOT 308 Blue Lion/Reduce (308) Print 18 14 7
4 PEUGEOT 308 Blue Lion/Reduce (308/9B-08) Print 17 14 5
5 AUDI A3New S3 follow up (2008)/With
quattro grip (DP/10B-08)Print 11 9 5
6 VW GOLF Match (2008)/Economical Print 9 5 5
7 VW SCIROCCOLaunch Scirocco (2008)/Escape the
ordinary (DP)Print 6 5 5
- Global Norm Print 8 5 3 16 75
8 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 3 3 3
9 FORD FOCUSFocus Coupé-Cabriolet
(2008)/Ristorante (SP)Print 12 5 2
10 FIAT BRAVOBravo follow up (2008)/5 year
warranty (SP/10A-08)Print 11 3 2
11 RENAULT SCENIC Dynamique/No interest (SP/Scénic) Print 5 2 2
12 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Bandeau/Astra Life)Print 5 2 2
13 VAUXHALL VECTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 3 3 2
14 HONDA CIVICCivic follow up/Civic 5 door (SP/10A-
08)Print 3 2 2
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
C segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 HONDA CIVICCivic follow up/Leather upgrade
(SP)Print 2 2 2
16 TOYOTA AURIS Moreforless/Diesel (Bandeau) Print 7 2 0
17 TOYOTA VERSO SR/More for less (Verso SR) Print 5 1 0
18 RENAULT MEGANENew Megane (2008)/Remenber
(Bandeau)Print 4 2 0
19 MITSUBISHI LANCERSportback (2008)/The sensational
(SP)Print 3 0 0
20 VW TOURANTouran follow up (2008)/With 72
seating combinations (spending Print 2 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Auris – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance22/05 - 04/06 19/06 - 02/07 17/07 - 30/07
Period of test 16/06 - 13/07 14/07 - 10/08 11/08 - 14/09Reco. (%) 43 21 32 21Make Att. (%) 29 12 19 12Perfect Att. (%) 20 10 10 8Efficiency 0.5 0.5 0.3 0.4
Norm 07/08J oin With Us (30)
08/08J oin With Us (30)
09/08J oin With Us (30)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25 10
Total Like 80 64
Norm07/08
J oin With Us (30)08/08
J oin With Us (30)09/08
J oin With Us (30)
Auris – IMAGE PERCEPTION OF TV
Basis:95 (09/08)
-8
-6
-4
-2
0
2
4
6
8
Is a spacious car (passengers and luggage)
Functional
Suitable for young people
Comfortable
Nice shape/design
Good degree of safety
Suitable to drive in town
Suitable for all roads (roads, moutain ...)
Is prestigious
Suitable for women
Good level of equipment
Environment friendly
Interesting price
Economical to run
Reliable, high quality car
For the family
Road holding
Fun to drive
Advanced technologically
Has personality and character
Innovative
Good engine performance
A pleasure to drive
Has status
segment averageTV Auris follow up/ J oin With Us (30)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Auris – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 9Make Att. (%) 6Perfect Att. (%) 5Efficiency 0.6
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 17
Total Like 74
Norm
Auris – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance04/09 - 17/09 04/09 - 17/09 02/10 - 15/10 02/10 - 15/10 30/10 - 12/11
Period of test 29/09 - 26/10 29/09 - 26/10 27/10 - 23/11 27/10 - 23/11 24/11 - 21/12Reco. (%) 8 4 7 6 4 7Make Att. (%) 5 1 2 3 2 2Perfect Att. (%) 3 1 1 1 0 0Efficiency 0.4 0.2 0.1 0.1 0.0 0.0
12/08Diesel (Bandeau)
Norm 10/080% finance (SP/Auris)
10/08Le Mans (DP)
11/08O% APR typical (SP/Yaris/Auris)
11/080% finance (SP/Auris)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 16
Total Like 75
Norm12/08
Diesel (Bandeau)10/08
0% finance (SP/Auris)10/08
Le Mans (DP)
11/08O% APR typical (SP/Yaris/Auris)
11/080% finance (SP/Auris)
Auris – GLOBAL CAMPAIGN IMPACT
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
06/08
(1 Print)
07/08
(1 TV,2 Print)
07/08
(1 Print)
08/08
(1 TV,1 Print)
08/08
(1 Print)
09/08
(1 TV,1 Print)
09/08
(2 Print)
10/08
(2 Print)
11/08
(2 Print)
12/08
(1 Print)
Period of 1st
appearance24/04 - 07/05 22/05 - 04/06 05/06 - 18/06 19/06 - 02/07 03/07 - 16/07 17/07 - 30/07 31/07 - 20/08 04/09 - 17/09 02/10 - 15/10 30/10 - 12/11
Period of test 19/05 - 15/06 16/06 - 13/07 30/06 - 27/07 14/07 - 10/08 28/07 - 24/08 11/08 - 14/09 01/09 - 28/09 29/09 - 26/10 27/10 - 23/11 24/11 - 21/12
Reco. (%) 7 27 5 36 7 22 9 10 10 7
Make Att. (%) 3 13 3 22 4 14 4 3 5 2
Perfect Att. (%) 2 11 2 12 3 9 3 2 1 0
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
C segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Auris Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 89.7 70.2 80.9 74 82.4 75.6 78.6 77.2 83.9 77.2 80.3 86.5 83.7 86.5 84.8
A w a re n e ss - sp o n t (% ) 15.3 4.9 7.4 4.6 3.1 3.1 3.1 3.1 11 11.8 14.4 7.9 11.6 5.6 9.8
K n o w le d g e (% ) 14.5 3.8 5.6 3.1 3.8 3.1 3.8 3.9 9.3 5.5 5.3 7.1 10.1 5.6 6.8
L ik in g (% 7 -1 0 ) 73.1 63.4 69.4 * * * * * * * 73.1 73 71.2 64.8 64.4
C o n sid e ra tio n (% ) 13.2 5.6 7.4 5.3 3.8 5.5 3.8 6.3 11.9 7.1 14.4 7.1 10.1 5.6 7.6
P re fe re n c e (% ) 4.7 1.1 1.9 0.8 0.8 2.4 0 0 4.2 2.4 2.3 3.2 3.9 0.8 2.3
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Auris – PURCHASE FUNNEL
0
10
20
30
40
50
60
70
80
90
100
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
C segment – PURCHASE FUNNEL
Purchase Funnel Auris and
COMPETITORS
Segm
ent
Mean
Auri
s
Coro
lla
Golf
30
8
Focu
s
Ast
ra
Megan
e
Civ
ic
Ceed
A w a re n e ss - p ro mp te d (% ) 89.7 80.9 99.1 91.5 99.6 99.9 97.7 96.1 68.6
A w a re n e ss - sp o n t (% ) 15.3 7.4 32.7 11.6 53 49.3 27.5 18 3.3
K n o w le d g e (% ) 14.5 5.6 38.3 11.6 44.6 47.8 20.7 15.9 1.6
L ik in g (% 7 -1 0 ) 73.1 69.4 86.2 72.6 78.1 74 68.9 78.9 55.8
C o n sid e ra tio n (% ) 13.2 7.4 33.2 12.1 36.6 35.7 15.5 17 2.2
P re fe re n c e (% ) 4.7 1.9 12.7 3.8 15.1 14.4 5 6.7 0.7
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
C segment
UK - December 2008
BAIT Image items
Auris – DNA PYRAMID
Auris and COMPETITORS - DNA
PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 32.7 28.1 33.5 * * * * * * * 40.4 28.6 28.8 31.5 28.8
Is a p le a su re to d riv e 31.5 16.9 26.3 * * * * * * * 30.8 28.6 32.2 29.6 20.3
Is c o mfo rta b le 38.9 23.9 33.1 * * * * * * * 36.5 30.2 28.8 29.6 30.5
H a s a n a ttra c tiv e d e sig n 38.1 32.9 38.8 * * * * * * * 36.5 31.7 35.6 35.2 32.2
H a s p e rso n a lity a n d c h a ra c te r 26.4 19.7 18.9 * * * * * * * 17.3 14.3 22 20.4 13.6
Is re lia b le , is a h ig h q u a lity c a r 42.5 31.5 43.4 * * * * * * * 57.7 47.6 40.7 31.5 30.5
O ffe rs a g o o d le v e l o f sa fe ty 46.9 36.5 53.4 * * * * * * * 63.5 54 47.5 46.3 47.5
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Auris – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 38.1 24.5 51.2 * * * * * * * 55.8 47.6 45.8 51.9 52.5
Has good engine performance 39.3 26.8 35.2 * * * * * * * 34.6 33.3 35.6 27.8 32.2
Has good road holding 40.7 22.1 37.7 * * * * * * * 30.8 36.5 42.4 38.9 39
Has status 23.8 12 11 * * * * * * * 17.3 7.9 5.1 7.4 8.5
Is a car for the family 38.3 29.3 33.5 * * * * * * * 32.7 33.3 32.2 33.3 35.6
Is well equipped 39.7 31.7 46.3 * * * * * * * 55.8 49.2 37.3 38.9 42.4
Is a spacious car (passengers and luggages) 33.4 27.5 26.3 * * * * * * * 26.9 25.4 22 18.5 18.6
Has an adjustable interior 30.5 14.4 28.1 * * * * * * * 34.6 25.4 27.1 35.2 27.1
Is good value for money 27.7 19.2 23.8 * * * * * * * 28.8 23.8 27.1 31.5 28.8
Uses quality materials in the interior 38.4 38.8 * 51.9 36.5 32.2 35.2 33.9
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
C segment - DNA PYRAMID
Auris and COMPETITORS - DNA
PYRAMID
Segm
ent
Mea
n
Auri
s
Coro
lla
Golf
308
Focu
s
Ast
ra
Meg
ane
Civ
ic
Ceed
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 32.7 33.5 42.3 27.4 31.8 35.9 26 39.4 18.8
Is a p le a su re to d riv e 31.5 26.3 42.2 26.6 39.3 38.9 23.7 34.2 13.8
Is c o mfo rta b le 38.9 33.1 47.1 38.6 47.5 48.7 34.7 38.3 23.9
H a s a n a ttra c tiv e d e sig n 38.1 38.8 47.2 33.8 43.8 47.1 29.8 41.2 30.4
H a s p e rso n a lity a n d c h a ra c te r 26.4 18.9 35.5 23.3 27.8 34.9 23.9 26.7 17.4
Is re lia b le , is a h ig h q u a lity c a r 42.5 43.4 56.6 39.2 45.2 45.6 33.6 50 27.5
O ffe rs a g o o d le v e l o f sa fe ty 46.9 53.4 58.4 47 48.4 51 45.9 47.6 39.1
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
C segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
Auri
s
Coro
lla
Golf
308
Focu
s
Ast
ra
Meg
ane
Civ
ic
Ceed
Is environment friendly 38.1 51.2 40.4 47.8 42.5 43.3 34.9 37.1 41.3
Has good engine performance 39.3 35.2 53.4 35.5 42.1 43.9 29.2 47.5 23.9
Has good road holding 40.7 37.7 51.8 34.4 45.8 46.2 34.2 45.7 26.1
Has status 23.8 11 37.6 16.7 22.4 24.1 12.7 21.5 7.2
Is a car for the family 38.3 33.5 38.4 49.5 51 47.7 40 33.1 23.9
Is well equipped 39.7 46.3 46.9 40.4 44.8 46.7 36.3 43.2 31.2
Is a spacious car (passengers and luggages) 33.4 26.3 35.7 43.7 41.2 40 32.8 30.1 18.1
Has an adjustable interior 30.5 28.1 36.7 35.3 35.4 39.4 30.1 26.2 23.2
Is good value for money 27.7 23.8 29.3 26.4 41.7 41.1 22.6 25.4 32.6
Uses quality materials in the interior 38.4 38.8 50.8 36.2 34.2 39.8 26.2 46.5 35.2
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
C-MPV segment
UK - December 2008
TOYOTA Corolla Verso
C-MPV segment
UK - December 2008
BAIT Advertising scores
0.3 0.30.8
0.0 0.0 0.0 0.0 0.0 0.0 0.0
0.8
0.0
0.8 0.80
1
2
3
4
5
6
7
8
9
10
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Verso
VOLKSWAGEN Touran
FORD Focus C-Max
VAUXHALL Zafira
RENAULT Scenic
Spontaneous advertising recall (%)
C-MPV segment – ADVERTISING RECALL
Corolla Verso Presence
in Minds
Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 0.7 0.1 0 0 0 0 0 0 0 0 0 0 0 0 0
Advertising recall - Spontaneous (%) 2.1 0.3 0.3 0.8 0 0 0 0 0 0 0 0.8 0 0.8 0.8
Advertising recall - P rompted (%) 8.2 1.6 0.8 0 0.8 1.6 0.8 0 0.8 1.6 2.3 0 0 0.8 0.8
Figures in bold = significantly higher / lower than current waveND : Not Delivered
C-MPV segment – ADVERTISING SCORES
Like a lot Total Like
1 VAUXHALL ZAFIRAZafira and Meriva/Flexworld
(30/October)TV 55 31 22 15 73
- Global Norm TV 43 29 20 25 80
2 VAUXHALL MERIVAZafira and Meriva/Flexworld
(30/October)TV 55 31 6 15 73
3 PEUGEOT 308308 Follow up (2008)/Winds of
change/Birth (30)TV 18 10 4
4 PEUGEOT 308 Blue Lion/Reduce (308/30/9B-08) TV 29 17 1 5 55
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
C-MPV segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 9 6 5 17 74
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
C-MPV segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD FOCUSFocus follow up (2008)/Exhaust
silencer trumpetPrint 13 8 8
2 FORD FOCUSNew Focus (2007)/Ladies and
gentlemen (SP)Print 10 8 8
3 PEUGEOT 308 Blue Lion/Reduce (308) Print 18 14 7
4 PEUGEOT 308 Blue Lion/Reduce (308/9B-08) Print 17 14 5
5 AUDI A3New S3 follow up (2008)/With
quattro grip (DP/10B-08)Print 11 9 5
6 VW GOLF Match (2008)/Economical Print 9 5 5
7 VW SCIROCCOLaunch Scirocco (2008)/Escape the
ordinary (DP)Print 6 5 5
- Global Norm Print 8 5 3 16 75
8 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 3 3 3
9 FORD FOCUSFocus Coupé-Cabriolet
(2008)/Ristorante (SP)Print 12 5 2
10 FIAT BRAVOBravo follow up (2008)/5 year
warranty (SP/10A-08)Print 11 3 2
11 RENAULT SCENIC Dynamique/No interest (SP/Scénic) Print 5 2 2
12 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Bandeau/Astra Life)Print 5 2 2
13 VAUXHALL VECTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 3 3 2
14 HONDA CIVICCivic follow up/Civic 5 door (SP/10A-
08)Print 3 2 2
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
C-MPV segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 HONDA CIVICCivic follow up/Leather upgrade
(SP)Print 2 2 2
16 TOYOTA AURIS Moreforless/Diesel (Bandeau) Print 7 2 0
17 TOYOTA VERSO SR/More for less (Verso SR) Print 5 1 0
18 RENAULT MEGANENew Megane (2008)/Remenber
(Bandeau)Print 4 2 0
19 MITSUBISHI LANCERSportback (2008)/The sensational
(SP)Print 3 0 0
20 VW TOURANTouran follow up (2008)/With 72
seating combinations (spending Print 2 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Corolla Verso – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 43Make Att. (%) 29Perfect Att. (%) 20Efficiency 0.5
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 25
Total Like 80
Norm
Corolla Verso – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 9Make Att. (%) 6Perfect Att. (%) 5Efficiency 0.6
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 17
Total Like 74
Norm
Corolla Verso – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance21/02 - 05/03 03/07 - 16/07 31/07 - 20/08 30/10 - 12/11
Period of test 17/03 - 13/04 28/07 - 24/08 01/09 - 28/09 24/11 - 21/12Reco. (%) 8 6 4 2 5Make Att. (%) 5 4 1 0 1Perfect Att. (%) 3 0 0 0 0Efficiency 0.4 0.0 0.0 0.0 0.0
Norm 04/08More for less (Verso SR)
08/08More for less (Verso SR)
09/08More for less (Verso SR)
12/08More for less (Verso SR)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 16
Total Like 75
Norm04/08
More for less (Verso SR)08/08
More for less (Verso SR)09/08
More for less (Verso SR)12/08
More for less (Verso SR)
Corolla Verso – GLOBAL CAMPAIGN IMPACT
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
04/08
(1 Print)
08/08
(1 Print)
09/08
(1 Print)
12/08
(1 Print)
Period of 1st
appearance21/02 - 05/03 03/07 - 16/07 31/07 - 20/08 30/10 - 12/11
Period of test 17/03 - 13/04 28/07 - 24/08 01/09 - 28/09 24/11 - 21/12
Reco. (%) 6 4 2 5
Make Att. (%) 4 1 0 1
Perfect Att. (%) 0 0 0 0
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
C-MPV segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Corolla
Verso
Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 89.3 68.8 72.7 67.2 72.5 74 65.6 66.9 76.3 74.8 72.7 70.6 71.3 79.4 81.1
A w a re n e ss - sp o n t (% ) 7.5 1.5 1.6 1.5 0.8 0.8 1.5 0 2.5 0.8 1.5 2.4 2.3 1.6 3.8
K n o w le d g e (% ) 10.5 3.5 2.1 1.5 0.8 0.8 2.3 0.8 1.7 2.4 4.5 0.8 3.9 3.2 3
L ik in g (% 7 -1 0 ) 61.3 54.4 53.5 * * * * * * * * * * * *
C o n sid e ra tio n (% ) 8.8 3.5 2.7 1.5 1.5 2.4 2.3 0 4.2 3.1 4.5 2.4 3.1 4 3.8
P re fe re n c e (% ) 3 1 0.7 0 0 0 1.5 0 1.7 0 2.3 0.8 0.8 0.8 0.8
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Corolla Verso – PURCHASE FUNNEL
0
10
20
30
40
50
60
70
80
90
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
C-MPV segment – PURCHASE FUNNEL
Purchase Funnel Corolla
Verso and COMPETITORS
Segm
ent
Mean
C-V
ers
o
Toura
n
Focu
s C
-Max
Zafi
ra
Sce
nic
A w a re n e ss - p ro mp te d (% ) 89.3 72.7 80.4 92.6 96.2 96.5
A w a re n e ss - sp o n t (% ) 7.5 1.6 2.7 7 15.9 12.8
K n o w le d g e (% ) 10.5 2.1 3.6 12.9 18.7 15.7
L ik in g (% 7 -1 0 ) 61.3 53.5 59.5 74.1 63.8 58.7
C o n sid e ra tio n (% ) 8.8 2.7 3.7 12.9 12.3 11.6
P re fe re n c e (% ) 3 0.7 1.2 3.2 6.2 4
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
C-MPV segment
UK - December 2008
BAIT Image items
Corolla Verso – DNA PYRAMID
Corolla Verso and COMPETITORS - DNA
PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 23.9 26.4 25.2 * * * * * * * * * * * *
Is a p le a su re to d riv e 20.8 17.8 23.2 * * * * * * * * * * * *
Is c o mfo rta b le 30.6 23.7 25.2 * * * * * * * * * * * *
H a s a n a ttra c tiv e d e sig n 21.9 21.3 18.1 * * * * * * * * * * * *
H a s p e rso n a lity a n d c h a ra c te r 16.4 15.4 12.3 * * * * * * * * * * * *
Is re lia b le , is a h ig h q u a lity c a r 29.3 26.6 27.7 * * * * * * * * * * * *
O ffe rs a g o o d le v e l o f sa fe ty 38.9 25 39.4 * * * * * * * * * * * *
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Corolla Verso – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 31.2 17.9 34.2 * * * * * * * * * * * *
Has good engine performance 25.2 23.1 24.5 * * * * * * * * * * * *
Has good road holding 27 21.3 27.7 * * * * * * * * * * * *
Has status 10.9 7.9 12.9 * * * * * * * * * * * *
Is a car for the family 56.6 25.2 38.1 * * * * * * * * * * * *
Is well equipped 33.1 28.3 27.7 * * * * * * * * * * * *
Is a spacious car (passengers and luggages) 53.9 26 35.5 * * * * * * * * * * * *
Has an adjustable interior 46.1 27.6 26.5 * * * * * * * * * * * *
Is good value for money 22.5 12.6 17.4 * * * * * * * * * * * *
Uses quality materials in the interior 25 21.6 * * * * * *
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
C-MPV segment - DNA PYRAMID
Corolla Verso and COMPETITORS - DNA
PYRAMID
Segm
ent
Mea
n
C-V
ers
o
Tour
an
Focu
s C-M
ax
Zafi
ra
Scen
ic
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 23.9 25.2 22.5 31.1 23.8 21.9
Is a p le a su re to d riv e 20.8 23.2 16.2 22.4 24.8 20.6
Is c o mfo rta b le 30.6 25.2 26.1 34.5 34.9 31.9
H a s a n a ttra c tiv e d e sig n 21.9 18.1 18.9 25.9 22.9 21.3
H a s p e rso n a lity a n d c h a ra c te r 16.4 12.3 8.6 19.6 18.3 17
Is re lia b le , is a h ig h q u a lity c a r 29.3 27.7 29.7 34.3 31.6 28.6
O ffe rs a g o o d le v e l o f sa fe ty 38.9 39.4 38.3 42.9 41.8 38.4
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
C-MPV segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
C-V
ers
o
Tour
an
Focu
s C-M
ax
Zafi
ra
Sceni
c
Is environment friendly 31.2 34.2 19.8 39.3 34 27.7
Has good engine performance 25.2 24.5 20.3 32.1 26.6 24.3
Has good road holding 27 27.7 26.6 32.1 29.8 25.5
Has status 10.9 12.9 12.6 13.4 12.3 9.9
Is a car for the family 56.6 38.1 50.9 59.5 67.8 53.3
Is well equipped 33.1 27.7 26.1 41.1 37 31.9
Is a spacious car (passengers and luggages) 53.9 35.5 52.7 57.3 65.7 48.8
Has an adjustable interior 46.1 26.5 41 48.1 60 39.6
Is good value for money 22.5 17.4 12.2 25.5 26.2 22.6
Uses quality materials in the interior 25 21.6 21.3 29.4 28.5 23.1
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
D segment
UK - December 2008
TOYOTA Avensis
D segment
UK - December 2008
BAIT Advertising scores
1.8 1.40.0
4.13.2
2.00.9
3.0
0.0
2.0
0.0
2.0
0.0 0.00
5
10
15
20
25
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Avensis
MAZDA 6
VOLKSWAGEN Passat
PEUGEOT 407
FORD Mondeo
VAUXHALL Vectra
RENAULT Laguna
SKODA Octavia
Spontaneous advertising recall (%)
D segment – ADVERTISING RECALL
Avensis Presence in
Minds
Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 1.4 1 0.7 0 1 3.2 1 0 1 0 0 0 2 0 0
Advertising recall - Spontaneous (%) 3.7 1.8 1.4 0 4.1 3.2 2 0.9 3 0 2 0 2 0 0
Advertising recall - P rompted (%) 8.9 6.6 3.9 5.5 4.1 3.2 3 3.8 7.9 0.9 6 2 4 4.9 2
Figures in bold = significantly higher / lower than current waveND : Not Delivered
D segment – ADVERTISING SCORES
Like a lot Total Like
1 FORD MONDEOMondeo follow up (2008)/Desire
(30/10A-08)TV 76 59 57 21 78
- Global Norm TV 38 24 16 21 77
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
D segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 8 6 4 19 89
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
D segment – ADVERTISING SCORES
Like a lot Total Like
1 B.M.W. SERIE 3New 3 Series Saloon (2008)/When
was the last time (DP)Print 20 20 10
2 B.M.W. SERIE 3New 3 Series Touring (2008)/Holds
5 people (DP)Print 16 16 10
3 HONDA ACCORD Accord GT/When you believe (DP) Print 14 7 5
- Global Norm Print 9 6 4 18 78
4 VW PASSAT Highline/Leather as standard (DP) Print 6 5 4
5 VAUXHALL VECTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 5 3 2
6 NISSAN ALTIMALaunch Altima (2008)/The tunnel
chickensPrint 7 0 0
7 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 5 3 0
8 VW PASSATHighline/Now coms with creaks
(Bandeau/11A-08)Print 2 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Avensis – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 38Make Att. (%) 24Perfect Att. (%) 16Efficiency 0.4
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 21
Total Like 77
Norm
Avensis – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 8Make Att. (%) 6Perfect Att. (%) 4Efficiency 0.5
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 19
Total Like 89
Norm
Avensis – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance07/02 - 20/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04
Period of test 03/03 - 30/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06Reco. (%) 9 5 7 7 6 2Make Att. (%) 6 5 5 6 3 2Perfect Att. (%) 4 5 4 5 2 2Efficiency 0.4 1.0 0.6 0.7 0.3 1.0
05/08Following your team
(Bandeau)
Norm03/08
Sweeps everything aside (Bandeau)
04/08Don't miss the game
(Bandeau)
04/08Don't make decisions
(B&W/Bandeau)05/08
Who needs up (Bandeau)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 18
Total Like 78
Norm 05/08Following your team
(Bandeau)
03/08Sweeps everything aside
(Bandeau)
04/08Don't miss the game
(Bandeau)
04/08Don't make decisions
(B&W/Bandeau)
05/08Who needs up (Bandeau)
Avensis – GLOBAL CAMPAIGN IMPACT
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
03/08
(1 Print)
04/08
(2 Print)
05/08
(1 Print)
05/08
(1 Print)
Period of 1st
appearance07/02 - 20/02 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04
Period of test 03/03 - 30/03 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06
Reco. (%) 5 10 6 2
Make Att. (%) 5 8 3 2
Perfect Att. (%) 5 7 2 2
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
D segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel -
Avensis
Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 93.7 97.4 96.7 96.3 96.9 97.9 97 95.3 93.1 96.3 95 99 98 99 97
A w a re n e ss - sp o n t (% ) 19.2 16.9 14.7 13.8 13.4 11.6 14.9 10.4 19.8 10.1 17 16.8 14.1 19.4 16
K n o w le d g e (% ) 19.9 17.6 18.4 18.3 16.5 14.7 16.8 15.1 17.8 15.6 18 14.9 23.2 29.1 21
L ik in g (% 7 -1 0 ) 76.5 70.8 70.8 67.1 67.9 71 68.2 66.2 75.4 74.7 69.1 70.1 65.8 66 77.8
C o n sid e ra tio n (% ) 16.7 15.8 11.7 13.8 12.4 10.5 9.9 11.3 13.9 12.8 12 9.9 11.1 9.7 13
P re fe re n c e (% ) 6.4 4.9 4.2 4.6 5.2 5.3 4 3.8 5.9 1.8 3 4 2 4.9 6
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Avensis – PURCHASE FUNNEL
0
20
40
60
80
100
120
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
D segment – PURCHASE FUNNEL
Purchase Funnel Avensis and
COMPETITORS
Segm
ent
Mean
Avensi
s
Maz
da
6
Pas
sat
40
7
Mondeo
Vect
ra
Lag
una
Oct
avia
A w a re n e ss - p ro mp te d (% ) 93.7 96.7 93.4 98.7 96.8 99.7 99 98 95.4
A w a re n e ss - sp o n t (% ) 19.2 14.7 5.3 43.3 20.7 60 42.6 24.4 12.3
K n o w le d g e (% ) 19.9 18.4 10.2 39.4 19.1 49.3 37.8 20.9 12.1
L ik in g (% 7 -1 0 ) 76.5 70.8 73 84.2 66.5 77.1 68.3 63.6 66.7
C o n sid e ra tio n (% ) 16.7 11.7 10.4 36 12.9 37.4 24.3 13.6 10.6
P re fe re n c e (% ) 6.4 4.2 3.1 11.2 4.9 17.2 9.7 4 3.4
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
D segment
UK - December 2008
BAIT Image items
Avensis – DNA PYRAMID
Avensis and COMPETITORS - DNA
PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 39 31.7 30.7 37.1 35.9 31.9 33.3 35.3 33.3 30.7 19.8 18.2 27.8 31.9 34.4
Is a p le a su re to d riv e 34.5 26.3 22.7 27.1 26.9 23.2 21.2 22.1 21.7 21.3 18.5 18.2 21.5 19.1 25.6
Is c o mfo rta b le 44.1 33.5 33.3 32.9 30.8 27.5 31.8 39.7 39.1 36 28.4 24.7 29.1 35.1 40
H a s a n a ttra c tiv e d e sig n 37.5 27 25.3 31.4 34.6 31.9 24.2 20.6 29 29.3 18.5 16.9 24.1 20.2 22.2
H a s p e rso n a lity a n d c h a ra c te r 25.9 13.6 15.3 15.7 14.1 13 18.2 17.6 13 16 17.3 15.6 12.7 13.8 16.7
Is re lia b le , is a h ig h q u a lity c a r 44 39 34.3 30 33.3 39.1 36.4 35.3 36.2 33.3 30.9 29.9 34.2 36.2 35.6
O ffe rs a g o o d le v e l o f sa fe ty 48.8 42.6 39.3 37.1 34.6 37.7 37.9 44.1 44.9 36 30.9 36.4 44.3 41.5 43.3
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Avensis – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 35.5 25.7 32.8 28.6 24.4 23.2 24.2 35.3 34.8 34.7 32.1 33.8 40.5 37.2 38.9
Has good engine performance 43.2 31.6 32.2 31.4 33.3 30.4 31.8 36.8 37.7 33.3 23.5 26 32.9 28.7 34.4
Has good road holding 44.8 33.3 35.2 38.6 41 42 34.8 32.4 37.7 34.7 29.6 32.5 35.4 30.9 33.3
Is prestigious 30.3 15.2 15.3 15.7 15.4 18.8 16.7 13.2 15.9 20 17.3 15.6 12.7 13.8 14.4
Is a car for the family 52.8 53.3 50.3 52.9 47.4 39.1 47 51.5 52.2 50.7 48.1 50.6 50.6 46.8 55.6
Is well equipped 44.6 41 39.1 40 41 36.2 34.8 44.1 49.3 40 33.3 36.4 40.5 38.3 36.7
Is a spacious car (passengers and luggages) 51.5 43.2 49.5 44.3 43.6 43.5 50 54.4 52.2 54.7 42 37.7 53.2 48.9 55.6
Has an adjustable interior 35.3 22.9 27.2 32.9 32.1 27.5 24.2 29.4 21.7 18.7 24.7 26 29.1 27.7 30
Is good value for money 27.1 22.9 24.2 24.3 23.1 27.5 30.3 25 17.4 21.3 22.2 20.8 27.8 23.4 24.4
Uses quality materials in the interior 40.8 26 * 29.6 27.3 29.1 24.5 20
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
D segment - DNA PYRAMID
Avensis and COMPETITORS - DNA
PYRAMID
Segm
ent
Mea
n
Aven
sis
Maz
da
6
Pass
at
407
Mon
deo
Vect
ra
Lagu
na
Octa
via
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 39 30.7 31.8 44.3 24.3 35.7 26.7 25.2 24
Is a p le a su re to d riv e 34.5 22.7 28.2 43.7 24.3 35.1 28.1 21.9 22
Is c o mfo rta b le 44.1 33.3 37.5 51.8 35 50.1 41.7 34.9 32.2
H a s a n a ttra c tiv e d e sig n 37.5 25.3 37.2 43.5 25 38.9 27.9 24.6 24.5
H a s p e rso n a lity a n d c h a ra c te r 25.9 15.3 19.2 29.6 19.4 24.2 20.6 19.1 11.8
Is re lia b le , is a h ig h q u a lity c a r 44 34.3 39 51.8 28 42.1 33.3 27.1 35
O ffe rs a g o o d le v e l o f sa fe ty 48.8 39.3 41.1 56.1 35.7 47.9 39.3 39.3 41.9
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
D segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
Avensi
s
Maz
da
6
Pass
at
407
Mon
deo
Vectr
a
Lagu
na
Octa
via
Is environment friendly 35.5 32.8 27.3 38.6 31.3 38.3 31.9 32 36.1
Has good engine performance 43.2 32.2 38.4 52 30.6 42 34.4 31.5 34.2
Has good road holding 44.8 35.2 39 51.6 31.5 45.2 37.1 31.5 35.8
Is prestigious 30.3 15.3 16.2 30.8 13.9 16.3 14.1 14 7.4
Is a car for the family 52.8 50.3 45.9 64 51.3 67.8 60.9 54.1 50.4
Is well equipped 44.6 39.1 41.4 52.6 34.3 48.9 38.6 36.6 37.7
Is a spacious car (passengers and luggages) 51.5 49.5 45 64.1 47.2 64.7 53.5 49.1 48.5
Has an adjustable interior 35.3 27.2 31.2 43.4 33 43.1 35.1 32.3 28.4
Is good value for money 27.1 24.2 26.1 34 26.3 43.7 33.8 22.6 33.6
Uses quality materials in the interior 40.8 26 36.3 50.5 20.9 35.6 26.4 22.2 23.4
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
D segment
UK - December 2008
TOYOTA Prius
D segment
UK - December 2008
BAIT Advertising scores
0.8 1.4 0.90.0
1.13.0
1.90.0
0.92.0
0.0
2.02.9
2.00
5
10
15
20
25
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Prius
MAZDA 6
VOLKSWAGEN Passat
PEUGEOT 407
FORD Mondeo
VAUXHALL Vectra
RENAULT Laguna
SKODA Octavia
Spontaneous advertising recall (%)
D segment – ADVERTISING RECALL
Prius Presence in Minds Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 1.4 0.5 0.7 0.9 0 0 1 0.9 0 0 1 0 2 1 1
Advertising recall - Spontaneous (%) 3.7 0.8 1.4 0.9 0 1.1 3 1.9 0 0.9 2 0 2 2.9 2
Advertising recall - P rompted (%) 8.9 5 3.5 3.7 2.1 2.1 2 2.8 2 1.8 5 2 5.1 7.8 6
Figures in bold = significantly higher / lower than current waveND : Not Delivered
D segment – ADVERTISING SCORES
Like a lot Total Like
1 FORD MONDEOMondeo follow up (2008)/Desire
(30/10A-08)TV 76 59 57 21 78
- Global Norm TV 38 24 16 21 77
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
D segment – ADVERTISING SCORES
Like a lot Total Like
- Global Average Bill 8 6 4 19 89
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
D segment – ADVERTISING SCORES
Like a lot Total Like
1 B.M.W. SERIE 3New 3 Series Saloon (2008)/When
was the last time (DP)Print 20 20 10
2 B.M.W. SERIE 3New 3 Series Touring (2008)/Holds
5 people (DP)Print 16 16 10
3 HONDA ACCORD Accord GT/When you believe (DP) Print 14 7 5
- Global Norm Print 9 6 4 18 78
4 VW PASSAT Highline/Leather as standard (DP) Print 6 5 4
5 VAUXHALL VECTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 5 3 2
6 NISSAN ALTIMALaunch Altima (2008)/The tunnel
chickensPrint 7 0 0
7 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's
Autumn sale (Astra/Vectra/DP)Print 5 3 0
8 VW PASSATHighline/Now coms with creaks
(Bandeau/11A-08)Print 2 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Prius – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance07/02 - 20/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04
Period of test 03/03 - 30/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05Reco. (%) 38 7 14 14 17Make Att. (%) 24 4 11 10 9Perfect Att. (%) 16 2 8 7 7Efficiency 0.4 0.3 0.6 0.5 0.4
Norm 03/08Synergy Driving (30)
04/08Hybrid M inute -
Acceleration (60)04/08
Hybrid M inute - Quiet (60)
05/08Hybrid M inute - Cleaner
Air (60)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 21
Total Like 77
Norm03/08
Synergy Driving (30)
04/08Hybrid Minute -
Acceleration (60)
04/08Hybrid Minute - Quiet (60)
05/08Hybrid Minute - Cleaner
Air (60)
Prius – IMAGE PERCEPTION OF TV
Basis:7 (03/08)
-30
-25
-20
-15
-10
-5
0
5
10
15
20
Environment friendly
For the family
Road holding
Innovative
Good engine performance
Good degree of safety
Functional
Nice shape/design
Is a spacious car (passengers and luggage)
Suitable for women
Advanced technologicallySuitable for young people
Interesting price
Economical to run
Comfortable
Is prestigious
Reliable, high quality car
Has status
Has personality and character
Good level of equipment
A pleasure to drive
segment averageTV Prius follow up (2007)/Synergy Driving (30)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Prius – IMAGE PERCEPTION OF TV
Basis:14 (04/08)
-30
-20
-10
0
10
20
30
40
50
Environment friendly
Advanced technologically
Good engine performance
Economical to run
Functional
Good level of equipment
Interesting price
Good degree of safety
Reliable, high quality car
Innovative
Suitable to drive in townSuitable for all roads (roads, moutain ...)Road holding
Suitable for women
Suitable for young people
A pleasure to drive
For the family
Is a spacious car (passengers and luggage)
Is prestigious
Comfortable
Nice shape/design
Has personality and character
Has status
segment averageTV Prius follow up (2007)/Hybrid Minute - Quiet (60)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Prius – IMAGE PERCEPTION OF TV
Basis:14 (04/08)
-30
-20
-10
0
10
20
30
40
50
Environment friendly
Economical to run
Advanced technologically
Reliable, high quality car
Interesting price
Good degree of safety
Road holding
Good level of equipment
Suitable to drive in town
Suitable for all roads (roads, moutain ...)
Suitable for womenSuitable for young peopleGood engine performance
Comfortable
Functional
Is prestigious
For the family
Is a spacious car (passengers and luggage)
Innovative
A pleasure to drive
Has status
Has personality and character
Nice shape/design
segment averageTV Prius follow up (2007)/Hybrid Minute - Acceleration (60)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Prius – IMAGE PERCEPTION OF TV
Basis:18 (05/08)
-30
-20
-10
0
10
20
30
40
50
60
Environment friendly
Economical to run
Advanced technologically
Functional
Innovative
Good engine performance
Good level of equipment
Suitable for women
Suitable for young people
Interesting price
Reliable, high quality carHas personality and character
A pleasure to drive
Good degree of safety
Is prestigious
For the family
Is a spacious car (passengers and luggage)
Nice shape/design
Road holding
Comfortable
Has status
segment averageTV Prius follow up (2007)/Hybrid Minute - Cleaner Air (60)= the item is significantly above/below the segment average (95%)
Figures shown for the film (in %) correspond to the deviation from the segment average
Prius – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 8Make Att. (%) 6Perfect Att. (%) 4Efficiency 0.5
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 19
Total Like 89
Norm
Prius – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance07/02 - 20/02 06/03 - 19/03 20/03 - 02/04 19/06 - 02/07 19/06 - 02/07
Period of test 03/03 - 30/03 31/03 - 27/04 14/04 - 18/05 14/07 - 10/08 14/07 - 10/08Reco. (%) 9 4 8 5 3 5Make Att. (%) 6 0 3 1 1 4Perfect Att. (%) 4 0 2 0 1 4Efficiency 0.4 0.0 0.3 0.0 0.3 0.8
08/08Prostitute (DP)
Norm 03/08Fresher Air (SP)
04/08Fresher Air (SP)
05/08The Bandwagon (SP)
08/08Couple kissing (DP)
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 18
Total Like 78
Norm08/08
Prostitute (DP)03/08
Fresher Air (SP)04/08
Fresher Air (SP)05/08
The Bandwagon (SP)08/08
Couple kissing (DP)
Prius – GLOBAL CAMPAIGN IMPACT
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
03/08
(1 TV,1 Print)
04/08
(2 TV)
04/08
(1 Print)
05/08
(1 TV,1 Print)
08/08
(2 Print)
Period of 1st
appearance07/02 - 20/02 21/02 - 05/03 06/03 - 19/03 20/03 - 02/04 19/06 - 02/07
Period of test 03/03 - 30/03 17/03 - 13/04 31/03 - 27/04 14/04 - 18/05 14/07 - 10/08
Reco. (%) 11 17 8 20 8
Make Att. (%) 4 11 3 10 5
Perfect Att. (%) 2 8 2 7 5
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
D segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Prius Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 93.7 77.5 86.2 85.3 86.6 82.1 81.2 87.7 82.2 85.3 86 88.1 89.9 88.3 91
A w a re n e ss - sp o n t (% ) 19.2 2.1 2.9 2.8 1 1.1 4 3.8 1 3.7 7 0 4 4.9 2
K n o w le d g e (% ) 19.9 5.6 4.5 1.8 3.1 1.1 3 2.8 3 5.5 12 5 5.1 6.8 5
L ik in g (% 7 -1 0 ) 76.5 59.2 53.1 * * * * * * * * * * 50 56
C o n sid e ra tio n (% ) 16.7 5.3 4.1 1.8 2.1 2.1 4 3.8 4 3.7 7 3 7.1 6.8 4
P re fe re n c e (% ) 6.4 1.7 1.7 0.9 2.1 0 3 2.8 1 0.9 5 1 2 1.9 0
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Prius – PURCHASE FUNNEL
0
10
20
30
40
50
60
70
80
90
100
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
D segment – PURCHASE FUNNEL
Purchase Funnel Prius and
COMPETITORS
Segm
ent
Mean
Pri
us
Maz
da
6
Pas
sat
40
7
Mondeo
Vect
ra
Lag
una
Oct
avia
A w a re n e ss - p ro mp te d (% ) 93.7 86.2 93.4 98.7 96.8 99.7 99 98 95.4
A w a re n e ss - sp o n t (% ) 19.2 2.9 5.3 43.3 20.7 60 42.6 24.4 12.3
K n o w le d g e (% ) 19.9 4.5 10.2 39.4 19.1 49.3 37.8 20.9 12.1
L ik in g (% 7 -1 0 ) 76.5 53.1 73 84.2 66.5 77.1 68.3 63.6 66.7
C o n sid e ra tio n (% ) 16.7 4.1 10.4 36 12.9 37.4 24.3 13.6 10.6
P re fe re n c e (% ) 6.4 1.7 3.1 11.2 4.9 17.2 9.7 4 3.4
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
D segment
UK - December 2008
BAIT Image items
Prius – DNA PYRAMID
Prius and COMPETITORS - DNA PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 39 43.7 39.1 * * * * * * * * * * 33.3 38
Is a p le a su re to d riv e 34.5 12 15.6 * * * * * * * * * * 13 20
Is c o mfo rta b le 44.1 20.1 19.8 * * * * * * * * * * 24.1 20
H a s a n a ttra c tiv e d e sig n 37.5 17.9 9.9 * * * * * * * * * * 7.4 4
H a s p e rso n a lity a n d c h a ra c te r 25.9 21.2 13.5 * * * * * * * * * * 11.1 8
Is re lia b le , is a h ig h q u a lity c a r 44 21.2 24.5 * * * * * * * * * * 25.9 20
O ffe rs a g o o d le v e l o f sa fe ty 48.8 25.3 31.8 * * * * * * * * * * 31.5 32
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Prius – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 35.5 45.6 55.7 * * * * * * * * * * 59.3 60
Has good engine performance 43.2 22.8 22.4 * * * * * * * * * * 20.4 22
Has good road holding 44.8 23.4 22.4 * * * * * * * * * * 24.1 28
Is prestigious 30.3 14.3 7.8 * * * * * * * * * * 5.6 4
Is a car for the family 52.8 18.8 30.2 * * * * * * * * * * 27.8 32
Is well equipped 44.6 25.6 28.1 * * * * * * * * * * 25.9 20
Is a spacious car (passengers and luggages) 51.5 16.5 27.6 * * * * * * * * * * 31.5 28
Has an adjustable interior 35.3 14.3 18.2 * * * * * * * * * * 20.4 10
Is good value for money 27.1 9.8 12 * * * * * * * * * * 11.1 12
Uses quality materials in the interior 40.8 14.8 * * * * 14.8 10
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
D segment - DNA PYRAMID
Prius and COMPETITORS - DNA PYRAMID
Segm
ent
Mea
n
Pri
us
Maz
da
6
Pass
at
407
Mon
deo
Vect
ra
Lagu
na
Octa
via
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 39 39.1 31.8 44.3 24.3 35.7 26.7 25.2 24
Is a p le a su re to d riv e 34.5 15.6 28.2 43.7 24.3 35.1 28.1 21.9 22
Is c o mfo rta b le 44.1 19.8 37.5 51.8 35 50.1 41.7 34.9 32.2
H a s a n a ttra c tiv e d e sig n 37.5 9.9 37.2 43.5 25 38.9 27.9 24.6 24.5
H a s p e rso n a lity a n d c h a ra c te r 25.9 13.5 19.2 29.6 19.4 24.2 20.6 19.1 11.8
Is re lia b le , is a h ig h q u a lity c a r 44 24.5 39 51.8 28 42.1 33.3 27.1 35
O ffe rs a g o o d le v e l o f sa fe ty 48.8 31.8 41.1 56.1 35.7 47.9 39.3 39.3 41.9
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
D segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
Pri
us
Maz
da
6
Pass
at
407
Mon
deo
Vectr
a
Lagu
na
Octa
via
Is environment friendly 35.5 55.7 27.3 38.6 31.3 38.3 31.9 32 36.1
Has good engine performance 43.2 22.4 38.4 52 30.6 42 34.4 31.5 34.2
Has good road holding 44.8 22.4 39 51.6 31.5 45.2 37.1 31.5 35.8
Is prestigious 30.3 7.8 16.2 30.8 13.9 16.3 14.1 14 7.4
Is a car for the family 52.8 30.2 45.9 64 51.3 67.8 60.9 54.1 50.4
Is well equipped 44.6 28.1 41.4 52.6 34.3 48.9 38.6 36.6 37.7
Is a spacious car (passengers and luggages) 51.5 27.6 45 64.1 47.2 64.7 53.5 49.1 48.5
Has an adjustable interior 35.3 18.2 31.2 43.4 33 43.1 35.1 32.3 28.4
Is good value for money 27.1 12 26.1 34 26.3 43.7 33.8 22.6 33.6
Uses quality materials in the interior 40.8 14.8 36.3 50.5 20.9 35.6 26.4 22.2 23.4
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
SUV Compact segment
UK - December 2008
TOYOTA Rav 4
SUV Compact segment
UK - December 2008
BAIT Advertising scores
4.86.0
4.23.2
4.2
6.35.2
0
2
4
6
8
10
12
14
16
18
20
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA RAV-4
NISSAN Qashqai
VAUXHALL Antara
NISSAN X-Trail
LAND ROVER Freelander
SUZUKI Grand Vitara
HYUNDAI Tucson
HONDA CR-V
VOLKSWAGEN Tiguan
CHEVROLET Captiva
CITROEN C-Crosser
PEUGEOT 4007
RENAULT Koleos
FORD Kuga
Spontaneous advertising recall (%)
SUV Compact segment – ADVERTISING RECALL
Rav 4 Presence in Minds Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 1.3 2.4 ND 2 ND 2.1 ND 3.2 ND 2.1 ND 2.1 ND 3.1
Advertising recall - Spontaneous (%) 3.1 4.8 ND 6 ND 4.2 ND 3.2 ND 4.2 ND 6.3 ND 5.2
Advertising recall - P rompted (%) 6.9 11.9 ND 8 ND 17.7 ND 12.6 ND 11.5 ND 10.5 ND 11.5
Figures in bold = significantly higher / lower than current waveND : Not Delivered
SUV segment – ADVERTISING SCORES
Like a lot Total Like
1 FORD KUGAKuga follow up (2008)/World
wapped/Lift (40)TV 49 35 24 11 64
- Global Average TV 42 26 14 19 78
2 VW TIGUANTiguan follow up (2008)/Learner
driver (30)TV 40 25 14 16 71
3 VOLVO XC60New XC-60/From Sweden with Love
(30)TV 39 30 0 14 68
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
SUV segment – ADVERTISING SCORES
Like a lot Total Like
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
SUV segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD KUGAKuga follow up (2008)/Why does a
car (SP)Print 21 19 18
2 FORD KUGAKuga follow up (2008)/Why does a
4X4 (SP)Print 21 17 16
3 NISSAN X-TRAIL Promotion 2008/Trek (DP) Print 17 15 10
4 VW TIGUANNew Tiguan (2008)/The compact
(DP)Print 16 8 8
5 LAND ROVERFREELANDER Freelander 2/The deposit helps (SP) Print 13 10 7
6 NISSAN QASHQAIQashqai follow up/Playing with the
city (DP)Print 13 8 7
7 LAND ROVER DISCOVERY Discovery 3/Made the world (SP) Print 10 8 6
- Global Norm Print 10 6 4 10 80
8 TOYOTA RAV-4 Moreforless/Great fuel Print 7 4 3
9 PEUGEOT 4007 4007 follow up/Introducing (DP) Print 11 5 2
10 TOYOTA RAV-4Moreforless/Low monthly payments
(SP)Print 7 3 2
11 RENAULT KOLEOSLaunch Koleos (2008)/The 10th
Renault (SP)Print 5 4 2
12 SUZUKI SX4SX4 follow up/More space, less
expense (DP)Print 5 3 2
13 MITSUBISHI OUTLANDEROutlander follow up/The lowest
emissions (SP/11A-08)Print 5 3 2
14 KIA SPORTAGESportage follow up
(2008)/Overcomes obstacles (DP)Print 10 3 1
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
SUV segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 RENAULT KOLEOSLaunch Koleos (2008)/4x4 outside
(SP)Print 4 1 1
16 NISSAN MURANONew Murano (2008)/The refined
(DP)Print 5 1 0
17 SUZUKI GRAND VITARAGrand Vitara follow up
(2008)/Tough times (3 years/SP)Print 3 0 0
18 AUDI Q5 New Q5 (2008)/Streamlined (DP) Print 2 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Rav 4 – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 42Make Att. (%) 26Perfect Att. (%) 14Efficiency 0.3
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 19
Total Like 78
Norm
Rav 4 – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) NAMake Att. (%) NAPerfect Att. (%) NAEfficiency NA
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot NA
Total Like NA
Norm
Rav 4 – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
.
. Global Local Foreign
Period of 1st
appearance08/05 - 21/05 08/05 - 21/05 04/09 - 17/09 30/10 - 12/11 30/10 - 12/11
Period of test 02/06 - 29/06 02/06 - 29/06 29/09 - 26/10 24/11 - 21/12 24/11 - 21/12Reco. (%) 10 4 7 5 7 7Make Att. (%) 6 2 6 2 4 3Perfect Att. (%) 4 2 5 1 3 2Efficiency 0.4 0.5 0.7 0.2 0.4 0.3
12/08Low monthly payments
(SP)
Norm 06/08More for less (RAV4/SP)
06/08The beautiful (DP)
10/08Great fuel
12/08Great fuel
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 10
Total Like 80
Norm 12/08Low monthly payments
(SP)
06/08More for less (RAV4/SP)
06/08The beautiful (DP)
10/08Great fuel
12/08Great fuel
Rav 4 – GLOBAL CAMPAIGN IMPACT
0
20
40
60
80
100
(%)
Make Att. (%) Perfect Att. (%)Reco. (%)
.
04/08
(2 Print)
06/08
(2 Print)
10/08
(1 Print)
12/08
(2 Print)
Period of 1st
appearance06/03 - 19/03 08/05 - 21/05 04/09 - 17/09 30/10 - 12/11
Period of test 31/03 - 27/04 02/06 - 29/06 29/09 - 26/10 24/11 - 21/12
Reco. (%) 14 11 5 11
Make Att. (%) 6 7 2 6
Perfect Att. (%) 4 6 1 4
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
SUV Compact segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Rav 4 Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 75.9 95.5 ND 94 ND 94.8 ND 93.7 ND 95.8 ND 95.8 ND 99
A w a re n e ss - sp o n t (% ) 11.5 30.6 ND 23 ND 30.2 ND 28.4 ND 32.3 ND 34.7 ND 35.4
K n o w le d g e (% ) 11.9 29.2 ND 26 ND 29.2 ND 26.3 ND 29.2 ND 30.5 ND 34.4
L ik in g (% 7 -1 0 ) 75.5 78.4 ND 81.5 ND 86.5 ND 73.1 ND 74.1 ND 75 ND 80.7
C o n sid e ra tio n (% ) 10.1 20.6 ND 24 ND 15.6 ND 20 ND 18.8 ND 20 ND 25
P re fe re n c e (% ) 3.6 8.1 ND 9 ND 5.2 ND 9.5 ND 9.4 ND 9.5 ND 6.3
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Rav 4 – PURCHASE FUNNEL
0
20
40
60
80
100
120
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
SUV Compact segment – PURCHASE FUNNEL
Purchase Funnel Rav 4 and
COMPETITORS
Segm
ent
Mean
RA
V-4
Qas
hqai
Anta
ra
X-T
rail
Fre
ela
nder
Gra
nd V
itar
a
Tucs
on
CR
-V
Tig
uan
Cap
tiva
C-C
ross
er
40
07
Kole
os
Kuga
A w a re n e ss - p ro mp te d (% ) 75.9 95.5 79.4 64.5 94.3 97.9 91 69 92.6 73 45 58.1 57.3 52.8 69.2
A w a re n e ss - sp o n t (% ) 11.5 30.6 19.9 1.2 20.6 36.9 8.5 2.4 27.3 8.3 0 4.7 0.9 2.6 8.8
K n o w le d g e (% ) 11.9 29.2 15.9 1.9 20.9 43.9 16.8 3.6 25.1 7.3 0.5 2.4 0.7 0.7 6.4
L ik in g (% 7 -1 0 ) 75.5 78.4 84.3 50 75.8 86.2 65 54.4 83.5 76.5 * 64.9 * * 75.5
C o n sid e ra tio n (% ) 10.1 20.6 20.6 1.4 15.7 34.1 9.9 4.2 25.1 6.9 0.5 3.1 0.9 1.6 5.5
P re fe re n c e (% ) 3.6 8.1 5.9 0.5 4.5 18 2.6 1.4 10.2 1.9 0 0.5 0 0 0.7
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
SUV Compact segment
UK - December 2008
BAIT Image items
Rav 4 – DNA PYRAMID
Rav 4 and COMPETITORS - DNA
PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 38.3 38.3 ND 48.1 ND 48.1 ND 28.8 ND 31 ND 30.4 ND 43.9
Is a p le a su re to d riv e 28.7 30.4 ND 29.6 ND 30.8 ND 23.1 ND 27.6 ND 32.1 ND 38.6
Is c o mfo rta b le 37.3 35.9 ND 40.7 ND 42.3 ND 25 ND 31 ND 35.7 ND 40.4
H a s a n a ttra c tiv e d e sig n 36.1 35.6 ND 38.9 ND 40.4 ND 32.7 ND 32.8 ND 37.5 ND 31.6
H a s p e rso n a lity a n d c h a ra c te r 24.5 25.2 ND 29.6 ND 32.7 ND 17.3 ND 25.9 ND 23.2 ND 22.8
Is re lia b le , is a h ig h q u a lity c a r 43.4 46.2 ND 50 ND 50 ND 48.1 ND 39.7 ND 39.3 ND 50.9
O ffe rs a g o o d le v e l o f sa fe ty 53.8 55.3 ND 57.4 ND 53.8 ND 51.9 ND 55.2 ND 53.6 ND 59.6
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Rav 4 – OTHER IMAGE ITEMSOTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 39.5 40.7 ND 37 ND 36.5 ND 40.4 ND 43.1 ND 37.5 ND 49.1
Has good engine performance 40.2 40.4 ND 44.4 ND 50 ND 42.3 ND 32.8 ND 30.4 ND 43.9
Has good road holding 48.7 49.2 ND 46.3 ND 53.8 ND 44.2 ND 46.6 ND 48.2 ND 56.1
Is trendy 27.2 33.1 ND 35.2 ND 42.3 ND 25 ND 31 ND 32.1 ND 33.3
Is prestigious 19.1 15.7 ND ND ND 13.5 ND 12.1 ND 16.1 ND 21.1
Is a car for the family 49.7 50.5 ND 51.9 ND 46.2 ND 44.2 ND 46.6 ND 50 ND 63.2
Is well equipped 47.5 48.9 ND 50 ND 48.1 ND 48.1 ND 50 ND 39.3 ND 57.9
Is a spacious car (passengers and luggages) 51.1 48 ND 40.7 ND 53.8 ND 48.1 ND 48.3 ND 46.4 ND 50.9
Has an adjustable interior 48.5 48.3 ND 35.2 ND 50 ND 44.2 ND 46.6 ND 55.4 ND 57.9
Is good value for money 27.5 30.1 ND 31.5 ND 32.7 ND 26.9 ND 27.6 ND 25 ND 36.8
Uses quality materials in the interior 39.3 39.2 ND ND ND ND 44.8 ND 39.3 ND 33.3
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
SUV Compact segment - DNA PYRAMID
Rav 4 and COMPETITORS - DNA
PYRAMID
Segm
ent
Mea
n
RA
V-4
Qash
qai
Anta
ra
X-T
rail
Fre
elander
Gra
nd V
itar
a
Tucs
on
CR-V
Tig
uan
Capt
iva
C-C
ross
er
4007
Kole
os
Kuga
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 38.3 38.3 45.1 20 39.4 56 24.7 21.5 50.5 33.9 * 28.1 * * 31.9
Is a p le a su re to d riv e 28.7 30.4 36.3 15 24.2 45 17 17.7 39.6 27.8 * 17.5 * * 21.3
Is c o mfo rta b le 37.3 35.9 46.1 23.3 37.2 53.8 22.4 32.9 46 40 * 24.6 * * 30.9
H a s a n a ttra c tiv e d e sig n 36.1 35.6 59.3 20 29.7 51.6 20.2 16.5 43.2 33.9 * 35.1 * * 35.1
H a s p e rso n a lity a n d c h a ra c te r 24.5 25.2 39.2 11.7 20.8 37.1 13.5 12.7 29.1 20 * 14 * * 26.6
Is re lia b le , is a h ig h q u a lity c a r 43.4 46.2 58.8 26.7 42 59 29.6 34.2 49.8 43.5 * 29.8 * * 31.9
O ffe rs a g o o d le v e l o f sa fe ty 53.8 55.3 67.2 30 52 68.1 39.5 45.6 63.2 53 * 42.1 * * 48.9
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
SUV Compact segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
RA
V-4
Qash
qai
Anta
ra
X-T
rail
Fre
ela
nder
Gra
nd V
itara
Tucs
on
CR-V
Tig
uan
Capti
va
C-C
ross
er
4007
Kole
os
Kuga
Is environment friendly 39.5 40.7 52.5 18.3 37.9 46.2 36.3 25.3 44.6 29.6 * 31.6 * * 47.9
Has good engine performance 40.2 40.4 47.5 21.7 37.9 57.2 26 31.6 48.4 45.2 * 35.1 * * 33
Has good road holding 48.7 49.2 58.8 31.7 49.1 63.1 36.8 43 55.4 46.1 * 43.9 * * 43.6
Is trendy 27.2 33.1 54.9 15 17.8 37.8 15.7 10.1 31.9 21.7 * 21.1 * * 30.9
Is prestigious 19.1 15.7 19.2 * 10.6 44.6 10.3 9.1 21 16.7 * * * * 18.8
Is a car for the family 49.7 50.5 61.8 38.3 42.8 61.7 32.7 49.4 57.5 55.7 * 42.1 * * 53.2
Is well equipped 47.5 48.9 63.7 25 46.5 60 34.5 43 56.8 36.5 * 36.8 * * 38.3
Is a spacious car (passengers and luggages) 51.1 48 59.3 35 50.6 60.2 43.5 50.6 53 55.7 * 49.1 * * 55.3
Has an adjustable interior 48.5 48.3 66.2 28.3 49.1 58 43.5 38 53 38.3 * 47.4 * * 45.7
Is good value for money 27.5 30.1 43.1 18.3 22.7 34.9 19.3 20.3 35.4 21.7 * 15.8 * * 20.2
Uses quality materials in the interior 39.3 39.2 52.3 * 33.8 61.6 28.8 * 49.3 31.7 * * * * 35.2
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
SUV Core segment
UK - December 2008
TOYOTA Land Cruiser
SUV Core segment
UK - December 2008
BAIT Advertising scores
0.9
2.0 2.1
1.1
0.0 0.0 0.00
1
2
3
4
5
6
7
8
9
10
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
TOYOTA Land Cruiser
LAND ROVER Discovery
NISSAN Pathfinder
MITSUBISHI Shogun
Spontaneous advertising recall (%)
SUV Core segment – ADVERTISING RECALL
Land Cruiser Presence in
Minds
Seg.
Mean
Last
year
YTD J an 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May 08
W.5
J un 08
W.6
J ul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
Advertising recall - TOM (%) 1.2 0.7 ND 2 ND 1 ND 1.1 ND 0 ND 0 ND 0
Advertising recall - Spontaneous (%) 2.6 0.9 ND 2 ND 2.1 ND 1.1 ND 0 ND 0 ND 0
Advertising recall - P rompted (%) 6 2.2 ND 3 ND 5.2 ND 1.1 ND 1 ND 1.1 ND 2.1
Figures in bold = significantly higher / lower than current waveND : Not Delivered
SUV segment – ADVERTISING SCORES
Like a lot Total Like
1 FORD KUGAKuga follow up (2008)/World
wapped/Lift (40)TV 49 35 24 11 64
- Global Average TV 42 26 14 19 78
2 VW TIGUANTiguan follow up (2008)/Learner
driver (30)TV 40 25 14 16 71
3 VOLVO XC60New XC-60/From Sweden with Love
(30)TV 39 30 0 14 68
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all billboard campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
SUV segment – ADVERTISING SCORES
Like a lot Total Like
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all print campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
SUV segment – ADVERTISING SCORES (1/2)
Like a lot Total Like
1 FORD KUGAKuga follow up (2008)/Why does a
car (SP)Print 21 19 18
2 FORD KUGAKuga follow up (2008)/Why does a
4X4 (SP)Print 21 17 16
3 NISSAN X-TRAIL Promotion 2008/Trek (DP) Print 17 15 10
4 VW TIGUANNew Tiguan (2008)/The compact
(DP)Print 16 8 8
5 LAND ROVERFREELANDER Freelander 2/The deposit helps (SP) Print 13 10 7
6 NISSAN QASHQAIQashqai follow up/Playing with the
city (DP)Print 13 8 7
7 LAND ROVER DISCOVERY Discovery 3/Made the world (SP) Print 10 8 6
- Global Norm Print 10 6 4 10 80
8 TOYOTA RAV-4 Moreforless/Great fuel Print 7 4 3
9 PEUGEOT 4007 4007 follow up/Introducing (DP) Print 11 5 2
10 TOYOTA RAV-4Moreforless/Low monthly payments
(SP)Print 7 3 2
11 RENAULT KOLEOSLaunch Koleos (2008)/The 10th
Renault (SP)Print 5 4 2
12 SUZUKI SX4SX4 follow up/More space, less
expense (DP)Print 5 3 2
13 MITSUBISHI OUTLANDEROutlander follow up/The lowest
emissions (SP/11A-08)Print 5 3 2
14 KIA SPORTAGESportage follow up
(2008)/Overcomes obstacles (DP)Print 10 3 1
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
SUV segment – ADVERTISING SCORES (2/2)
Like a lot Total Like
15 RENAULT KOLEOSLaunch Koleos (2008)/4x4 outside
(SP)Print 4 1 1
16 NISSAN MURANONew Murano (2008)/The refined
(DP)Print 5 1 0
17 SUZUKI GRAND VITARAGrand Vitara follow up
(2008)/Tough times (3 years/SP)Print 3 0 0
18 AUDI Q5 New Q5 (2008)/Streamlined (DP) Print 2 0 0
LIKING : % (Basis :
recognition)MEDIARECOGNITION
(%)
MAKE
ATTRIBUTION
(%)
PERFECT
ATTRIBUTION
(%)
RANK MAKE MODEL CAMPAIGN/CREATION
Click here for all TV campaign scores >>Click here for all billboard campaign scores >>
Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12
Ranking on Perfect attribution
Land Cruiser – FOCUS ON MEDIA TV
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 42Make Att. (%) 26Perfect Att. (%) 14Efficiency 0.3
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 19
Total Like 78
Norm
Land Cruiser – FOCUS ON MEDIA BILLBOARD
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) NAMake Att. (%) NAPerfect Att. (%) NAEfficiency NA
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot NA
Total Like NA
Norm
Land Cruiser – FOCUS ON MEDIA PRINT
0
20
40
60
80
100
(%)
0
0.2
0.4
0.6
0.8
1
Effi
ciency
(Perfect A
tt./Reco
.)
0
20
40
60
80
100
Lik
e a
lot (%
)
Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)
No advertisements tested since January
2008
.
. Global Local Foreign
Period of 1st
appearancePeriod of testReco. (%) 10Make Att. (%) 6Perfect Att. (%) 4Efficiency 0.4
Norm
.
(Base > 30 Resp.) Global Local Foreign
Like a lot 10
Total Like 80
Norm
Land Cruiser – GLOBAL CAMPAIGN IMPACT
Make Att. (%) Perfect Att. (%)Reco. (%)
.
Period of 1st
appearance
Period of test
Reco. (%)
Make Att. (%)
Perfect Att. (%)
Global Campaign impact = at least one advert recognized / attributed within one period of test
No norm available for the “Global campaign” level.
No advertisements tested since January
2008
SUV Core segment
UK - December 2008
BAIT Purchase Funnel
Purchase Funnel - Land
Cruiser
Seg.
Mean
Last
year
YTD Jan 08
W.1
Feb 08
W.2
Mar 08
W.3
Apr 08
W.4
May
08 W.5
Jun 08
W.6
Jul 08
W.7
Aug 08
W.8
Sep 08
W.9
Oct 08
W.10
Nov 08
W.11
Dec 08
W.12
A w a re n e ss - p ro mp te d (% ) 89.8 95 ND 95 ND 95.8 ND 94.7 ND 90.6 ND 96.8 ND 96.9
A w a re n e ss - sp o n t (% ) 12.2 8.1 ND 11 ND 9.4 ND 11.6 ND 3.1 ND 4.2 ND 9.4
K n o w le d g e (% ) 19.8 15.4 ND 17 ND 16.7 ND 14.7 ND 14.6 ND 15.8 ND 13.5
L ik in g (% 7 -1 0 ) 82.6 82.4 ND * ND * ND * ND * ND * ND *
C o n sid e ra tio n (% ) 14.3 11.4 ND 12 ND 12.5 ND 11.6 ND 13.5 ND 9.5 ND 9.4
P re fe re n c e (% ) 5.5 2.9 ND 3 ND 4.2 ND 6.3 ND 2.1 ND 1.1 ND 1
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Land Cruiser – PURCHASE FUNNEL
0
20
40
60
80
100
120
Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Awareness - prompted(%)
Awareness - spont (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
SUV Core segment – PURCHASE FUNNEL
Purchase Funnel Land
Cruiser and COMPETITORS
Segm
ent
Mean
Lan
d C
ruis
er
Dis
covery
Pat
hfi
nder
Shogun
Defe
nder
A w a re n e ss - p ro mp te d (% ) 89.8 95 98.6 81 97.2
A w a re n e ss - sp o n t (% ) 12.2 8.1 22.7 3.1 22.1
K n o w le d g e (% ) 19.8 15.4 43.4 9.2 23.7
L ik in g (% 7 -1 0 ) 82.6 82.4 89.1 75.4 80.3
C o n sid e ra tio n (% ) 14.3 11.4 29.4 7.4 18.5
P re fe re n c e (% ) 5.5 2.9 14.9 1 6.4
Awareness – Prompted (%)
Awareness – Spont. (%)
Knowledge (%)
Liking (% 7-10)
Consideration (%)
Preference (%)
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
SUV Core segment
UK - December 2008
BAIT Image items
Land Cruiser – DNA PYRAMID
Land Cruiser and COMPETITORS - DNA
PYRAMID
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 42.7 37.4 ND * ND * ND * ND * ND * ND *
Is a p le a su re to d riv e 32 21.6 ND * ND * ND * ND * ND * ND *
Is c o mfo rta b le 39.8 30 ND * ND * ND * ND * ND * ND *
H a s a n a ttra c tiv e d e sig n 33.9 26 ND * ND * ND * ND * ND * ND *
H a s p e rso n a lity a n d c h a ra c te r 23.4 15.4 ND * ND * ND * ND * ND * ND *
Is re lia b le , is a h ig h q u a lity c a r 45.3 36.1 ND * ND * ND * ND * ND * ND *
O ffe rs a g o o d le v e l o f sa fe ty 54.7 43.2 ND * ND * ND * ND * ND * ND *
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
Land Cruiser – OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Seg.
Mean
Last
year
YTD Jan
08
W.1
Feb
08
W.2
Mar
08
W.3
Apr
08
W.4
May
08
W.5
Jun
08
W.6
Jul
08
W.7
Aug
08
W.8
Sep
08
W.9
Oct
08
W.10
Nov
08
W.11
Dec
08
W.12
Is environment friendly 36.4 30 ND * ND * ND * ND * ND * ND *
Has good engine performance 40.6 33.9 ND * ND * ND * ND * ND * ND *
Has good road holding 49.8 44.1 ND * ND * ND * ND * ND * ND *
Is trendy 20.9 15 ND * ND * ND * ND * ND * ND *
Is prestigious 31.5 17.8 ND ND ND * ND * ND * ND *
Is a car for the family 47.6 42.3 ND * ND * ND * ND * ND * ND *
Is well equipped 47.8 38.3 ND * ND * ND * ND * ND * ND *
Is a spacious car (passengers and luggages) 59.8 59.5 ND * ND * ND * ND * ND * ND *
Has an adjustable interior 48 39.6 ND * ND * ND * ND * ND * ND *
Is good value for money 23 14.5 ND * ND * ND * ND * ND * ND *
Uses quality materials in the interior 45.1 29.5 ND ND ND ND * ND * ND *
Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered
SUV Core segment - DNA PYRAMID
Land Cruiser and COMPETITORS - DNA
PYRAMID
Segm
ent
Mea
n
Land
Cru
iser
Dis
covery
Path
finder
Shog
un
Defe
nder
Innovat
ion
Is te c h n o lo g ic a lly a d v a n c e d 42.7 37.4 59.1 24.6 38.2
Is a p le a su re to d riv e 32 21.6 47.2 23.8 27.8
Is c o mfo rta b le 39.8 30 55.7 24.6 38.2
H a s a n a ttra c tiv e d e sig n 33.9 26 46.1 24.6 31.4
H a s p e rso n a lity a n d c h a ra c te r 23.4 15.4 36 16.2 18.4
Is re lia b le , is a h ig h q u a lity c a r 45.3 36.1 62.4 26.9 41.7
O ffe rs a g o o d le v e l o f sa fe ty 54.7 43.2 70.7 36.2 52.4
Dri
vin
g
ple
asur
Desi
gn
SQ
Is a pleasure to drive
Is comfortable
Has an attractive design
Has personality and character
Offers a good level of safety
Is technologically advanced
Is reliable, is a high quality car
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50
SUV Core segment - OTHER IMAGE ITEMS
OTHER IMAGE ITEMS
Segm
ent
Mea
n
Land
Cru
iser
Dis
cov
ery
Path
finder
Shogu
n
Defe
nder
Is environment friendly 36.4 30 45.9 24.6 30.7
Has good engine performance 40.6 33.9 54.9 30 36.2
Has good road holding 49.8 44.1 65.5 35.4 45.3
Is trendy 20.9 15 28.8 17.7 18.4
Is prestigious 31.5 17.8 55.3 16.3 27
Is a car for the family 47.6 42.3 58.8 37.7 43.7
Is well equipped 47.8 38.3 61.4 33.8 43.7
Is a spacious car (passengers and luggages) 59.8 59.5 71.8 43.1 56
Has an adjustable interior 48 39.6 61.4 33.1 44.7
Is good value for money 23 14.5 31.6 18.5 18.8
Uses quality materials in the interior 45.1 29.5 64.7 20.8 43.5
YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50