Mobile streaming and entertainment options have become a pretty big deal. And a recent AT&T ad calls attention to that by referencing a ton of different TV shows and movies that you can watch on your mobile device data-free if you have AT&T and DirecTV. So how do consumers respond to this latest ad? We asked 1,000 respondents about their thoughts on different mobile brands and then tested the impact of this ad campaign.
In Ask Your Target Market’s latest online survey, 89% of respondents said that they currently own a cell phone. Of those respondents, 22% said that they currently have AT&T as their mobile carrier, making it the second most popular mobile carrier just after Verizon. And 34% have used AT&T at some point in the past.
In general, 11% of respondents said they would be certain or practically certain about choosing AT&T as their carrier the next time they choose a mobile contract. And 13% said that it would be very probable. Of those who viewed the latest AT&T ad highlighting some DirecTV entertainment options, 11% again said that they would be certain or practically certain about choosing AT&T for their next mobile contract. And 15% said that it would be very probable.
In addition, 53% of those who viewed the ad said that they are fans of at least one or two of the shows or movies referenced in the commercial. And of those respondents, 14% of respondents said they would be certain or practically certain about choosing AT&T for their next mobile contract. And 16% said it would be very probable.
Overall, respondents seem to see AT&T as a brand that is respectable, offers useful features, is reliable and popular, and is made by a trustworthy company. Those who viewed the AT&T ad were likely to attribute the brand with those same features. But they were even more likely to rate the brand highly in each of those areas.
The AT&T ad highlighting data-free entertainment options through DirecTV made a marginal impact on consumers simply considering AT&T for their next mobile contract. But it didn’t really have a big impact in terms of making consumers more certain about choosing AT&T. This would suggest that the ad could be a decent first step in a focused marketing effort. But the company likely needs to do a bit more to actually close the deal with more potential customers. In addition, those who were familiar with the shows and movies referenced in the commercial were more likely to actually change their opinions based on the ad. So AT&T could potentially target the campaign to customers watching those shows or movies. Or it could even take this idea and make other ads featuring more shows and movies to include even more mobile consumers in that group.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on January 5-11 via AYTM’s online survey panel.