EAT. are Soup-erior in Standout and Engagement

An eye-tracking study by Lumen researchAn Omnibus study prepared by Lumen Research

19/01/2015

MethodologyOur ‘Who Won The Metro?’ Omnibus.

100 nationally representative respondents were recruited and asked to read Monday 19th January’s edition of the Metro.

Their observation behaviour was recorded and were then asked a series of questions about what they had just read.

This week’s winner:EAT.

These two EAT. ads on page 12 and 13 beat our norms for standout and engagement, with an aggregate 5.7” of engagement!

Actual Expected

Standout 77% 73%

Engagement 2.4” 2.0”

Actual Expected

Standout 89% 84%

Engagement 3.3” 3.3”

The View Order.

The two ads on consecutive pages have worked well to engage the respondent audience and hold their attention for over 2 seconds for each!

The 10x7 ad on page 13 helps to reinforce the campaign’s message after the FP is viewed on the previous page.

213

4

1

2

34

Which soup reigned superior?Italian Meatball

The Italian Meatball soup from EAT. gained the highest standout percentage and engagement, suggesting this could be our respondents’ favourite flavour!

32%0.7”

52%0.7”

40%0.6”

35%0.7”

It is also interesting to see that just 10% of our respondents looked at the #SouperHeroes tag for an average of 0.3 seconds. We’ve seen that social media hashtags can be super-effective at engaging audiences if implemented correctly, but if not they can often fade to the background.

10%0.3”