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The Power of TV: VRC & Mystery Drama 2014. As a result of ITV sponsorship, Viking River Cruises’ are now a market leader within the cruise category…. VRC have experienced a 7x increase in ABC1 Adults SOCI as a result of both ITV partnerships…. ABC1 Adult SOCI % Shipping-Cruises category.

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slide2
As a result of ITV sponsorship, Viking River Cruises’ are now a market leader within the cruise category…
vrc have experienced a 7x increase in abc1 adults soci as a result of both itv partnerships
VRC have experienced a 7xincrease in ABC1 Adults SOCI as a result of both ITV partnerships…

ABC1 Adult SOCI %

Shipping-Cruises category

+771% increase

*Including sponsorship of both Mystery Drama and ITV3

Source: BARB/DDS

Jan-Dec 13

NMR Category: Shipping - Cruises

which has shifted their competitive position from 4 th to 1 st place within the cruise market
Which has shifted their competitive position from 4thto 1stplace within the Cruise market…

Mystery Drama

33% SOCI

3,828 Eq TVR

ITV3 Early Peak

24% SOCI

2,808 Eq TVR

Source: BARB/DDS, ABC1 Adults

Jan-Dec 2013

NMR Category: Shipping - Cruises

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= significantly up or down vs. previous stage

= Significantly different to non viewers

Viking River Cruises are now the most top-of-mind recalled cruise operator amongst Mystery Drama viewers with 47% spontaneous brand awareness…

Source: SPA Future Thinking – Sponsorship Effectiveness study for Mystery Drama,Sep 2013

Q1. Which, if any, cruise/river cruise operators can you think of?

Base: All MD respondents not ITV3 early peak ABC1 Ads 55+ (pre-wave n=100/124, mid-wave n=81/349)

slide6

= significantly up or down vs. previous stage

= Significantly different to non viewers

At a prompted level, Viking River Cruises have also cut through to market leader position with 95% awareness amongst Mystery Drama viewers…

Source: SPA Future Thinking – Sponsorship Effectiveness study for Mystery Drama,Sep 2013

Q1. Which, if any, cruise/river cruise operators can you think of?/Q4. And which, if any, cruise/river cruise operators on this list have you heard of?

Base: All MD respondents not ITV3 early peak ABC1 Ads 55+ (pre-wave n=100/124, mid-wave n=81/349)

slide7
The sponsorship has also influenced a significant upward trend in Google search activity for the brand…

Viking River Cruises

Numbers represent search interest relative to the highest point on the chart (Index). The highest point is considered as 100. This doesn't convey absolute search volume.

ITV partnership began Jan 2013

Source: Google Trends – search by year

giving them a lot more stand out in search activity within the cruise market than ever before
Giving them a lot more stand out in search activity within the Cruise Market than ever before…

Source: Google Trends