GSTV Increases Theater Viewing Intent for a Major Studio Title

Case Studies
Written By Erik Akerman

Campaign Overview

MGM Studios took over the GSTV network to promote The Addams Family 2, pairing existing video assets with custom content including Word of the Day and character-centric bumpers.

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. Measured with mfour.

Key Results

+11%

Awareness of Movie

(GSTV-Exposed vs. Control)

 

+22%

Favorable Opinion of Movie

(GSTV-Exposed vs. Control)

+17%

Intent to View in Theaters

(GSTV-Exposed vs. Control)

 

Source: mfour -exposed / control survey; total respondents: 150e/150c; results are statistically significant at the 80%+ CL.

Erik Akerman
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