Tube carriage campaign increased likelihood to watch a TV channel


The Challenge

Already a household name, the TV channel’s latest advertising campaign was designed to ensure viewers associate the TV channel with being fun and a front-runner in providing comedy shows.

The Execution

In Winter 2015, the TV channel ran an advertising campaign, which included tube carriage panels on the London Underground. In order to capture the effectiveness of this campaign, in December 2015 we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 370 male respondents:

  • 50% 18-34 year olds

  • 50% 35-44 year olds Test Sample: London tube users Control Sample: Non-tube users who live outside of London

The Results

The tube carriage adverts significantly increased the positive brand perceptions of the TV channel, and successfully drove action among 9 in 10 of those who recalled the adverts.

TV Channel

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Ad recall

69% of London tube users recalled at least on oh the TV channel ads on tube carriages

Driving viewers

75% of London tube users who recalled the ad are likely to watch the TV channel in the next six months

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