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Study Reveals Very High Recall Rates for Transit TV Advertising
Atlanta, GA, (PRWEB) July 13, 2007 -- A recent study of Transit TV's advertising effectiveness by Carroll Media resulted in an average advertising recall of 59 percent. Over all, 92 percent of Transit TV Atlanta viewers were able to recall one or more of surveyed commercials.
The study, Advertising Effectiveness Study for Atlanta MARTA Bus TV Screens, examines bus riders' advertising recall capability and opinions regarding the 1,217 Transit TV screens installed on 538 MARTA vehicles in Atlanta.
Respondents were asked to recall four specific commercials (a quick service chicken restaurant, soda, quick service coffee restaurant and home furnishings retail store) using three types of recall measures: unaided, aided, and super-aided. Among bus riders who watched Transit TV during the past month, 82 percent of viewers were able to recall at least two of the four surveyed commercials on an unaided/aided basis. The average unaided/aided recall for the four specified brands was 59 percent.
35 percent of riders were able to recall a commercial on an unaided basis. These results compare very favorably to traditional media such as Broadcast TV's 15 percent unaided recall rate (Nielsen Media Research 2000).
Results of the study indicate that viewers are frequently exposed to Transit TV throughout the week and have a favorable opinion toward the TV screens. Nine out of ten respondents watched Transit TV the day of the survey. The average number of days respondents spent riding MARTA buses in one week was 4.6. 79 percent of riders agree that Transit TV makes their ride seem faster and more enjoyable. Nearly all (94 percent) respondents rated Transit TV as very favorable or favorable.
Transit TV's audience is young; almost half of the survey respondents were under age 44. 22 percent were students, while the majority of student respondents (59 percent) were enrolled in college.
Study Methodology
Carroll Media surveyed 300 randomly selected respondents age 12 or older between May 21 and 22, 2007 in Atlanta, GA. Survey participants were interviewed as they exited the bus at one of four MARTA stations. Each respondent received $2 for participating in the study. Both English and Spanish versions of the survey were administered.
About Transit TV
Transit TV generates 11 million weekly impressions through its network of 8,400 television screens on nearly 4,000 transit vehicles across Los Angeles, Chicago, Atlanta, Orlando and Milwaukee. Transit TV is the largest broadcast network specifically targeting transit riders across North America. Transit TV enhances riders' journeys, provides transit agencies with an additional revenue source and enables advertisers to reach a previously untapped, young vibrant audience.
Transit TV is a wholly owned subsidiary of Torstar Corporation, Toronto, Canada. Torstar Corporation is a broadly based media company listed on the Toronto Stock Exchange (TS.B).
About Carroll Media Services, Inc.
Carroll Media Services, Inc. has been a leader in out-of-home media, in-store, and promotion compliance/auditing since 1993. The company also performs custom on-site research specializing in media recall, trends, and consumer behavior. Through the utilization of over 110 trained field professionals in 43 U.S. states and Canada, The Carroll Network has provided Outdoor Advertising audits and pre-rides, plus promotion compliance services for a large variety of blue-chip companies, products, and services. Carroll Media's main office is located in Alpharetta, GA.
MEDIA CONTACTS:
Robert Bridge
Transit TV
407-562-5300
Glenn Carroll
Carroll Media Services, Inc.
770-777-1485
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