Success for autumn TV campaign
26 February 2008The latest figures received in the ongoing research to study the effects of the advertising campaign for Pilkington Activ™ self-cleaning glass highlight that the 'awareness of' and 'interest in' the product are at their highest ever levels following the Autumn TV campaign, during which the commercials were aired nearly 5,000 times.
The figures confirm that 64 per cent of UK homeowners are now aware of the concept of self-cleaning glass, a figure that equates to 16.5 million home owning adults and 9.9 million home owning households. 52 per cent of homeowners are now specifically aware of the Pilkington Activ brand. And a figure that will no doubt be the most pleasing to installers is that 65 per cent of all homeowners would now consider having Pilkington Activ fitted into windows or conservatories in the future.Whilst carrying out the research, the opporutnity to learn something more about the market was taken with two additional questions added to find out more about conservatory ownership. in the latest research, carried out during October last year, 24 per cent of respondents already had a conservatory. Amongst those who did not already have a conservatory, 6 per cent are likely to build one over the next two years (2 per cent very likely, 4 per cent quite likely) and 38 per cent of those likely to build a conservatory are very likely to consider Pilkington Activ when replacing windows or building a conservatory.
"The research programme is designed to track the effectiveness of the advertising campaign for Pilkington Activ and to ensure that we are spending the money effectively," explained Julia Berkin, communications manger for Pilkington Activ. "It is not simply to produce a lot of figures that look good for the sake of it but to show that the TV advertising that began in February 2006 has been very successful and that this has been reflected in our sales!"