2. PFC Awareness Tracking
Awareness dropped significantly to 45.6%, almost back to pre advertising levels.
The reduced Weight (75 TRP’s vs 100 TRP’s) as well as the 100% :15’s did not
provide sufficient maintenance levels.
:15 second :15 second
spots spots
3. PFC Perception - Tracking
• The sequential decline in Perception indicates a need for a change in creative
and/or message.
Gap
Ad Markets Sample
(n)
Control Markets Ad vs.
Control
53 -14
71 +3
85 -3
87 -1
:15
59 second -8
spots
