GSTV Drives Unaided Mentions and Consideration for Domestic Auto Brand

Campaign Overview

GSTV worked with a large automaker that sought to drive brand metrics via promotion of an established model with new hybrid options.

For our measurement approach, mobile surveys were deployed to GSTV-exposed (test) and unexposed (control) fueler panelists during the campaign; test vs. control lift assessed. Our measurement partner was mfour.

Key Results

+2x

Unaided Brand Mentions

(GSTV-exposed vs. control)

+12%

Brand Favorability

(GSTV-exposed vs. control)

+22%

Purchase Consideration

(GSTV-exposed vs. control)

Source: mfour campaign-exposed / control survey; total respondents: 150e/150c; results are statistically significant at the 90% CL