Independent Studies



What can a company do to differentiate itself from the advertising clutter in Times Square? Since 1996, Nissin Foods has been effectively competing against higher profile companies like Coca-Cola, Budweiser and Discover by steaming up Times Square with its Cup Noodles advertising.

While standing in the middle of Times Square with your eyes closed, which companies, signs or advertisements could you recall surrounding you?

When a recent Performance Research study asked just that among 320 visitors to Times Square they found that Nissin Cup Noodles (13%) was remembered far more often than expected, actually ranking third, out of seventy-six companies mentioned. The only others mentioned more often were Coca-Cola (32%) and Budweiser (19%) – each with substantially higher profiles and national ad budgets. Additional companies mentioned in the study included NASDAQ, MTV, Discover, Sony and Kodak.

Moreover, when visitors were asked which one ad was Times Square’s most prominent, Nissin Cup Noodles was credited second only to Coca-Cola out of 40 companies named. Other prominent ads were by NASDAQ, Budweiser, Sony, Discover and Fleet.

So what differentiates Nissin Cup Noodles from others in Times Square, and allows them to compete with all those higher profile companies? It’s the novel idea that, since 1996, brings their advertisement to life, where Nissin has created a way for steam to rise out of their large replica Cup Noodles container; it almost makes you hungry just watching it.

This unique advertising is not just a gimmick for the tourists. In fact, Nissin’s ability to be remembered among “frequent” visitors was much higher when compared to “first time” visitors to Times Square. (18% frequent visitors vs. 7% first time visitors).

But what audience are they reaching? The difference between younger people noticing Nissin’s advertisement and older people noticing was greater than any other company mentioned. More than any other advertiser, Nissin was breaking through the clutter to reach the younger consumer (18% under 35 vs. 6% over 35).

Respondents were intercepted by Performance Research staff at various times and egresses from Times Square and asked to participate in a brief interview. A total of 320 respondents were included in this study. Interviews were conducted in late fall, 2002. The margin of error for this sample is no more than + 7%. Full study is available for purchase from Performance Research.

Full List of Independent Studies

United States Studies
BP Oil Spill Ramifications

Consumer attitudes to the oil giant and its marketing

Winter Olympic Viewers “Can’t Beat the Feeling”

Study of Olympic sponsorship (Albertville)

AT&T Win Official Race With Sprint

Study of Olympic sponsorship (Barcelona)

Olympics, What Olympics? Sponsors, What Sponsors

Study of Olympic sponsorship (Lillehammer)

Loyal NASCAR Fans Please Stand Up

Racestat: a comprehensive analysis of the NASCAR audience

Winners and Whiners

Indy Car Study

Watch Out For The Ambush 1996

Study of Olympic sponsorship (Atlanta)

Picture This: “The Official Sports Drink of the …….. Symphony?”

Consumer attitudes toward corporate sponsorship of the arts

Sponsors Still Live Dream Despite Scandal Nightmare

Consumer attitudes to the Olympics following Salt Lake City Scandal

Americans Welcome Return of Formula 1

Study of sponsorship at the Indianapolis US Formula One Grand Prix

At the Olympics, Less May Be More

Study of Olympic sponsorship at Sydney

Times Square Advertising: Is it over-the-top or top-of-mind?

A look at how visitors connect to the commercial clutter of Times Square.

Big Three Still Dominate

Study of Olympic sponsorship at Vancouver

Naming Rights, Naming Wrongs

Consumer reaction to sponsorship of arenas and stadiums

Europe Studies
The Wild, Wild East? Sponsorship in Poland

Study explores attitudes to corporate sponsorship among Poles.

Rugby World Cup Findings Are Black And White

Research at the Rugby World Cup

American Companies Welcome As Smoke Clears From F1

Research among European Formula 1 Grand Prix

Sponsors Find Home in Dome

Millennium Dome sponsorship awareness study

Sponsor Loyalty Left by Roadside

Research at the British F1 Grand Prix

Caution Flags Fly as CART Set for New Arrival

Attitudes of F1 racing fans to the introduction of US motorsports in Britain

British Football Fans Can’t Recall Euro 2000 Sponsors

Research into sponsorship effectiveness at Euro

HOWZAT!! For Sponsorship

UK cricket sponsorship – beyond awareness

Why Do American Formula One Fans Value Sponsors?

Compares and contrasts opinions of visitors to both the 2000 US and 2000 British Formula One Grand Prix.