Sprint Sense Ad Campaign Effective, Says Ad Track Poll

Strategic Insights -

Nearly two-thirds of viewers familiar with the Sprint Sense ad campaign found the ads to be effective, according to a recent poll by Ad Track, appearing in USA TODAY's Money section. The poll, conducted jointly with Louis Harris and Associates, quizzed 1,225 people about their familiarity with the Sprint Sense ads. Actress Candice Bergen's humorous approach in the ads, asking consumers about the cost of long distance calls and the value of 10 cents, resonated with a significant portion of the respondents. The results show that 31% of those familiar with the ads liked them, and 65% found them effective.

Key Takeaways:

  • 87% of viewers familiar with the Sprint Sense ad campaign found the ads effective (65% of 867 respondents).
  • 31% of respondents who liked the ads were women, closely followed by 28% of men.
  • The Sprint ads were most popular with consumers ages 18 to 24 and least popular with people ages 65 and older.
  • Actress Candice Bergen's approach in the ads was well-received, with 65% of respondents finding the ads effective.
  • The margin of error for the poll is plus or minus 3.3 percentage points.

Statistics:

  • 87% of viewers familiar with the Sprint Sense ad campaign found the ads effective.
  • 31% of respondents who liked the ads were women.
  • 28% of men liked the ads.
  • 65% of respondents found the ads effective.
  • The poll quizzed 1,225 people about their familiarity with the Sprint Sense ads.
  • 867 respondents were most familiar with the Sprint ads.
  • The Sprint ads were most popular with consumers ages 18 to 24.
  • The Sprint ads were least popular with people ages 65 and older.
  • The margin of error for the poll is plus or minus 3.3 percentage points.

Sources:

  • USA TODAY, May 30, 1995, "Poll says Sprint Sense ads are effective".
  • Louis Harris and Associates, joint partner in the Ad Track poll.
  • USA TODAY's Money section, Monday editions.