Premium Economy launch: three routes for the ad.
Which of three Premium Economy ideas should go to production for the spring launch?
- Audience
- UK adults 25 to 64 who have taken a long-haul return flight in the last three years
- Fieldwork
- 3 Aug to 6 Aug 2026
- Sample
- 200 per cell · detects ±12.8 pts
- Primary KPI
- Consideration, fixed at Gate 2
- DraftGate 1
- ApprovedGate 2
- Fielding
- Closed
- AnalysedGate 3
- Signed off
- Released
Page one · four questions answered
Every number links to the Evidence File01Which ad wins?
“Arrive rested”
Consideration +12.0 points against control, 95% range +2.8 to +21.2.
02How sure are we?
800 verified people
200 per cell, randomly assigned. Detects ±12.8 pts. Holm-adjusted across 3 ads.
03Why?
It said one thing clearly
63% played back a core message after seeing “Arrive rested”.
04What next?
Fix the branding, then produce
62% linked it to the right brand.
“The extra inch”
A tape measure gag: the seat pitch, shown not told
+6.0 pts
Consideration, range −3.0 to +15.0
- Correct brand linkage72%
- Liked the ad (top two)54%
- Felt different to other airline ads40%
“Quiet zone”
A hushed cabin; noise fades as the curtain closes
+0.5 pts
Consideration, range −8.3 to +9.3
- Correct brand linkage49%
- Liked the ad (top two)62%
- Felt different to other airline ads33%
“Arrive rested”
Two travellers land; only one can face the day
+12.0 pts
Consideration, range +2.8 to +21.2
- Correct brand linkage62%
- Liked the ad (top two)67%
- Felt different to other airline ads53%
Results
Consideration by ad.
Each ad against the same control cell. Holm adjustment keeps the chance of a false winner at 5% across all three.
“The extra inch”
Ad A · Holm p 0.389
+6.0 pts
−3.0 to +15.0
“Quiet zone”
Ad B · Holm p 0.912
+0.5 pts
−8.3 to +9.3
“Arrive rested”
Ad C · Holm p 0.034
+12.0 pts
+2.8 to +21.2
Shaded: under ±12.8 pts can't be detectedRange clear of zeroRange includes zero: no measurable change
Recommendations
What to do next.
Written by the Reporting agent from the computed tables, then checked and signed by a researcher.
- 1Take “Arrive rested” forward. It lifted consideration by +12.0 points against control (95% range +2.8 to +21.2, Holm-adjusted p = 0.034).
- 2“Arrive rested” led “The extra inch” by +6.0 points, but the head-to-head range (−3.4 to +15.4) includes zero. Treat the lead as likely, not proven.
- 3Fix branding before production: 62% linked “Arrive rested” to the right brand, against 72% for “The extra inch”. Bring the logo and brand colour into the first three seconds.
- 4Drop “Quiet zone”: +0.5 points, range −8.3 to +9.3. No sign it moves consideration.
Demo data. Fictional airlines, illustrative results generated for this demo.