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.