The latest figures received in the ongoing research to study the effects of the advertising campaign for Pilkington Activ™ self-cleaning glass highlight that the “awareness of” and “interest in” the product are at their highest ever levels following the Autumn TV campaign, during which the commercials were aired nearly 5000 times.
The figures confirm that 64% of UK homeowners are now aware of the concept of self-cleaning glass, a figure that equates to 16.5 million home owning adults and 9.9 million home owning households. 52% of homeowners are now specifically aware of the Pilkington Activ™ brand. And a figure that will no doubt be the most pleasing to installers is that 65% of all homeowners would now consider having Pilkington Activ™ fitted into windows or conservatories in the future.
Whilst carrying out the research the opportunity to learn something more about the market was taken with two additional questions added to find out more about conservatory ownership. In the latest research, carried out during October 2007, 24% of respondents already had a conservatory. Amongst those who did not already have a conservatory, 6% are likely to build one over the next 2 years (2% very likely, 4% quite likely) and 38% of those likely to build a conservatory are very likely to consider Pilkington Activ™ when replacing windows or building a conservatory.
“The research programme is designed to track the effectiveness of the advertising campaign for Pilkington Activ™ and to ensure that we are spending the money effectively,” explained Julia Berkin, Communications Manager for Pilkington Activ™ Building Products UK. “It is not simply to produce a lot of figures that look good for the sake of it, but these are excellent and show that the TV advertising that began in February 2006 has been very successful and this has been reflected in our sales!”