HONG KONG: Ikea Hong Kong significantly bolstered its audience
share for a television segment cum tactical campaign it has rolled out
on a local terrestrial channel.
ACNielsen figures show that the segment, on TVB Jade, recorded an
audience share of 97 per cent in the younger 15-24-year-old A2 group
segment and a 90 per cent share in the 25-34-year-old A3 age segment,
according to figures provided by the TV station.
A spokesman for Ikea said the figures this year were significantly
higher than the audience share of 20-plus per cent the store garnered in
the two previous years it had aired the segment.
She attributed this to Ikea's 10.45pm Friday segment being sandwiched
between a highly-rated kung fu drama and a Chinese historical drama.
The three-minute before and after do-it-yourself segment featured homes
which had resolved storage difficulties using Ikea furnishings. It was
run in the style of UK programmes such as Changing Rooms and
HomeFront.
The current burst, which started in May, ends in the first week of this
month. A second burst is scheduled in September. Ikea executed the
tactical campaign in-house, filming 12 homes for the segment. The
Swedish furniture store is also airing the segment in-store, at the
retailer's four Hong Kong outlets.
