Research just out from Kantar Worldpanel (previously TNS) shows that the British Video Association’s Q4 2009 television advertising campaign, “What are you waiting for?” aimed at raising awareness of the benefits of the Blu-ray format in the run up to Christmas has made a significant difference to people’s perceptions and attitudes towards Blu-ray.

The television advertising ran across all major television channels from November and throughout December 2009. Kantar Worldpanel’s findings show that over 9 million consumers recalled the advert, and that it increased awareness and understanding of Blu-ray. The three messages that were focused upon in particular were superior sound, greatly improved picture quality and interactive benefits.

After seeing the campaign, there was a distinct shift in consumer attitudes towards Blu-ray. Nearly two thirds (64.7%) felt that Blu-ray picture quality was better than DVD, a rise of 10%. Just under half (47.9%) felt that the sound quality was better, a rise of 12%. The wider choice of interactive features on Blu-ray compared to DVD was also remarked upon by over a third (37.5%), a rise of 9%.

In addition, Blu-ray hardware ownership has increased, rising more amongst those consumers who recalled seeing the television advertising.

‘Our campaign set out to highlight the benefits of Blu-ray to consumers and to boost understanding and awareness,” said Lavinia Carey, BVA Director General. “The results of the research are heartening and indicate that we are moving in the right direction. This year we will be looking at how we maintain momentum and continue to encourage members of the public to trade up to high definition software.”

Underpinning the above-the-line, the PR campaign for Q4 provided 75 million opportunities to see key messaging about the format across 228 consumer and trade media articles, generating over £1.5 million worth of PR.

Story filed 08.03.10