The Sentech TV commercial which launched Sentech as the major player in South Africa in broadband wireless scored high awareness ratings in the Millward Brown Impact Ad Track study released this week.
The commercial commissioned by Sentech and created by Scharrer Advertising, launched South Africa's broadcast signal distributor as a broadband wireless brand to the higher LSM and Internet market, and also served to introduce their new brand name, MyWireless.
The commercial which had a 40 second and 15 second version scored an average of 48 percent. "Absolute Prompted Noting" against a norm for of 10 percent for the Office Equipment and Service Provider Categories, reaching 55 percent for DSTV viewers. "Average Verified Noting" was 25 percent also against a norm on 10 percent with DSTV at 27%.
In spite of more than half the commercials flighted being only 15 seconds, which considerably reduced the more emotive elements, Liking scores reached 7.2 in the 35 – 50 age group, 7.5 in the DSTV and 25-34 samples against a norm of 6.1 for the category.
Jos Scharrer, MD of Scharrer Advertising said, "At entry level this is a good performance, especially as we were introducing three messages. Before launch awareness of the new product was limited, but now nearly 50 percent of TV viewers are aware of the product and that Sentech is the major player in broadband products in South Africa."
