High Recall = Rates for Transit TV Advertising

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Home =C2=BB 2007 =C2=BB Jul 12 = =C2=BB High=20 Recall Rates for Transit TV Advertising

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High Recall Rates for Transit TV Advertising

An average advertising recall of 59 percent, with 92 percent = overall=20 able to recall one or more of the surveyed TV commercials aired on = TV=20 screens in Atlanta buses, are the results being touted by a Carroll Media study = conducted for=20 Transit TV in Atlanta, reports=20 MarketingCharts.

The study, "Advertising Effectiveness Study for Atlanta MARTA = Bus TV=20 Screens," examines bus riders' advertising recall capability and = opinions=20 regarding four ads aired on 538 MARTA vehicles in Atlanta - and = claims the=20 results compare more than favorably with ad recall for other = media.

Respondents were asked to recall four specific commercials (a = quick=20 service chicken restaurant, soda, quick service coffee restaurant = and home=20 furnishings retail store) using three types of recall measures: = unaided,=20 aided, and super-aided.

Some other findings from the study:

Among bus riders who had watched Transit TV during the = previous=20 month, 82 percent of viewers were able to recall at least two of = the=20 four surveyed commercials on an unaided/aided basis.=20
The average for the four specified brands was 59 percent.=20
35 percent of riders were able to recall a commercial on an = unaided=20 basis.=20
The average amount of time spent on a bus is 50 minutes per = day.=20
Nine out of ten respondents had watched Transit TV the day = of the=20 survey.=20
The average number of days that respondents spent riding = MARTA buses=20 in one week was 4.6.=20
79 percent of riders agree that Transit TV makes their ride = seem=20 faster and more enjoyable.=20
Nearly all (94 percent) respondents rated Transit TV as very = favorable or favorable.=20
Transit TV's audience is young:=20
- Almost half of the survey respondents were under age 44.=20
- 22 percent were students, and the majority of student = respondents=20 (59 percent) were enrolled in college.

Related topics: Topic, Acquisitions/Biz Buzz, Case Studies, Financial, Feature... =20

Television=20 read more like this = =C2=BB TMZ=20 Snares More Men than Any Celeb Show The new TMZ newsmagazine=20 has, a month into the new syndication season, emerged as the = top new=20 celeb show by a large margin, writes=20 Media Life. Surprisingly, the show is pulling = in a large=20 number of male viewers - a demographic that tends to avoid = nightly=20 newsmagazines. For the most recent week available, TMZ averaged a = Nielsen=20 household rating that was more than double that of the=20 second-highest rated new show, and 41.8 percent of those = viewers=20 were men. The most men drawn by the other celebrity gossip = shows -=20 including Entertainment Tonight, Extra, Access Hollywood and = Inside=20 Edition - was 33.5 percent. The new TMZ newsmagazine has, a month into the new = syndication=20 season, =E2=80=A6 Internet=20 Brands Resonate with Prospective Mobile Internet Phone=20 Purchasers Carat=20 Publicly Endorses C3; Accreditation Delayed until = Jan. GE=20 Waiting Until after Beijing Olympics to Decide Fate of NBC=20 U 'Grey's=20 Anatomy' Time-Shifted by Nearly One-Fifth of TiVo=20 Users	Radio=20 read more like this = =C2=BB Island=20 Def Jam Goes Mobile with mSpot Island Def Jam has announced a mobile music subscription = service=20 that will feature six streaming radio stations and on-demand = music=20 videos via a partnership with mSpot. The service, called IDJ Radio, = will launch=20 October 23, writes=20 Mediaweek. Content will include music focusing on their = hip-hop,=20 R&B, reggae and Latin genres. Artists are not limited to = those=20 signed with Island Def Jam. mSpot is the provider of = Sprint's=20 carrier mobile content. The company has not yet = announced=20 which operator will have the exclusive carrier deal. Island Def Jam has announced a mobile music subscription = service=20 that will =E2=80=A6 Ronning=20 Lipset Expands Online Radio Network NAB=20 Continues to Fight Satellite Merger, Alleges = 'Wrongdoing' Study:=20 Network Radio Reaches 7 of 10 Americans of All Ages Black=20 Journalists Want Imus to Stay = Gone
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Print=20 read more like this = =C2=BB Former=20 WSJ Managing Editor Heads up Unique Journalism = Venture During a time when newspapers are cutting back on budgets = for=20 investigative reporting, the man who had the top editorial = slot at=20 the Wall Street Journal for 16 years is heading up a new = venture=20 that hopes to sell long-term investigative pieces to = magazines and=20 newspapers. Paul=20 E. Steiger, who had been managing editor of the Wall = Street=20 Journal until May, has signed on as president and editor in = chief of=20 Pro Publica, a nonprofit group that will engage in the "deep = dive=20 stuff and the aggressive follow-up" that Steiger says is the = most=20 challenged in the budget process, according=20 to The New York Times. The group will then attempt to = sell the=20 pieces to the newspaper or magazine where the piece fits = best. The company, created by Herbert M. Sandler and Marion O. = Sandler,=20 former chief executives of the Golden West Financial = Operation based=20 in California, will have a newsroom in New York City and 24=20 journalists. Some have been hired from major publications, = according=20 to Steiger, while others are talented people with only a few = years'=20 experience. There has been nothing quite like this attempted in the = past. The=20 closest may be the Center for Investigative Reporting in San = Francisco and the Pulitzer Center on Crisis Reporting in = Washington.=20 Both groups support in-depth reporting and have had success = getting=20 it published, but their budgets are tiny compared to Pro = Publica's=20 and they do not employ the journalists whose work they = finance,=20 according to the article. A challenge to the company will be the fact that, outside = of news=20 from wire services, the largest newspapers are generally = loathe to=20 publish investigative work from other organizations. = Experts,=20 however, say that that resistance is dissolving in the face = of=20 financial struggles. =E2=80=9CThey=E2=80=99re looking for alternative means of = paying for ambitious=20 journalism,=E2=80=9D said Stephen B. Shepard, dean of the = City University of=20 New York=E2=80=99s Graduate School of Journalism and a = former editor of=20 BusinessWeek. =E2=80=9CSteiger has the credibility and = judgment to bring=20 this off, and if they do good work, it will get picked = up.=E2=80=9D Steiger acknowledges that working with publications may = be=20 tricky, and says that each deal will require flexibility to = make it=20 work. During a time when newspapers are cutting back on budgets = for=20 investigative =E2=80=A6 Senior=20 Execs Prefer Print Periodicals (and Ads) over Online=20 Versions Ad=20 Agency Owners Make Offer for 'Albuquerque Tribune' BBC=20 to Shed More than 2,000 Jobs Hearst=20 Bids $1.4B for Emap's Consumer = Biz	Interactive= =20 read more like this = =C2=BB Senior=20 Execs Prefer Print Periodicals (and Ads) over Online=20 Versions Senior executives worldwide prefer getting their news and = information via print - newspapers, general business = magazines,=20 trade and professional journals, and leisure publications - = according = to (pdf)=20 a recent Doremus and = Financial Times poll (via=20 MarketingCharts). The majority of senior execs access info in print or a = mix of=20 print and electronic; only a small minority view primarily=20 electronic formats, the study found. Overall, electronic media have made significantly larger = inroads=20 into work-related media consumption than leisure-related = media. Execs were asked to respond to the following = statements: Print media are becoming obsolete - 73 percent = disagreed=20 I pay more attention to print ads than online ads - 64 = percent=20 agreed=20 I trust print over online sources for information - 59 = percent=20 agreed=20 I save most print media for weekends and travel time - = 63=20 percent agreed=20 When I want in-depth analysis, I turn to print - 60 = percent=20 agreed Among other findings of the study: Except for leisure media, men are more print-centric = than=20 women, with around half of men relying mostly on print = versions=20 and only a quarter to one-third of women: Some 29 percent of senior executives said the internet = meets=20 all their information needs.=20 Print outweighs other media preferences, such as = websites and=20 email, when it comes to learning about industry trends, = general=20 news, and leisure.=20 Print and events are top preferences when it comes to = learning=20 about professional issues and skills. "Marketers with high-end goods and services, including = travel,=20 restaurants, luxury cars and financial services, might = consider the=20 power of print and how it can engage this very desirable = audience=20 with their advertising messages - particularly during their = leisure=20 time," said Howard Sherman, managing director of Doremus New = York. About the study: Omnicom Group's = Doremus=20 business communications agency and the Financial Times = polled over=20 600 senior executives online to learn how they feel about = electronic=20 media versus traditional media. Some 91 percent of the = C-level and=20 senior-level executives from North America, Europe and Asia. = were=20 male, and 75 percent were age 45+. Senior executives worldwide prefer getting their news and = information via print - =E2=80=A6 Internet=20 Brands Resonate with Prospective Mobile Internet Phone=20 Purchasers U.K.=20 Social-Networking Site Usage Highest in Europe UK=20 Online Advertising Overtakes Direct Mail with 15% Ad Spend=20 Share eBay=20 Introduces = 'Neighborhoods'
Outdoor=20 read more like this = =C2=BB Internet=20 Brands Resonate with Prospective Mobile Internet Phone=20 Purchasers Prospective mobile internet phone purchasers indicated = they would=20 buy a handset branded by not just telcos but also internet = brands=20 such as Google and Yahoo, according to "Mobile Market View," = a=20 mobile consumer study conducted by The Kelsey Group = with=20 research partner ConStat,=20 reports MarketingChart= s.=20 Those surveyed expressed interest in branded handsets = from the=20 following: Verizon (38 percent), AT&T (36 percent), = Apple (25=20 percent), Microsoft/MSN (22 percent), Google (20 percent), = Yahoo (18=20 percent) and AOL (10 percent). (See chart.) "The gap between the carriers (Verizon and AT&T) and = the=20 internet and technology companies was much smaller than = expected,=20 suggesting potentially wide acceptance of portal-branded = phones,=20 should they come to market," said Matt Booth, SVP and = program=20 director, Interactive Local Media, The Kelsey Group. "It makes sense that features that are typically = associated with=20 internet and technology companies are of high importance to=20 consumers for their mobile devices." In addition, 45 percent of U.S. mobile phone users = surveyed said=20 a mobile phone with better internet capability would be a = key factor=20 in their next mobile phone purchase decision. Only 26 percent of mobile phone service subscribers = currently opt=20 for an internet access plan, according to the survey. Survey respondents also ranked the importance of six = mobile=20 internet-related capabilities: Better connectivity to other devices (54 percent) and = improved=20 ability to store and look at photos (51 percent) received = the=20 highest importance ratings. (See chart here.)=20 Next were ability to access the internet more easily = (45=20 percent) and listen to music or other audio content (34 = percent).=20 The ability to play games (25 percent) and watch TV or = internet videos (20 percent) were cited by fewer = respondents.=20 About the study: "Mobile Market View" is a = tracking=20 study of mobile user behavior conducted by The Kelsey Group = and=20 research partner ConStat. This first wave of the study was = conducted=20 in September 2007 via an online 30-question survey of 500 US = mobile=20 phone users age 18 and older. Prospective mobile internet phone purchasers indicated = they would=20 buy a handset branded =E2=80=A6 Sitour=20 USA Reaches Skiers at 45 Resorts 'The=20 Office' Boasts Its Own Convention, in Scranton Global=20 Brands Plan to Accelerate Mobile Marketing Efforts Project=20 Apollo: Consumer Sensitivity to Price Depends on Ad=20 Exposure	Direct=20 read more like this = =C2=BB Bergdorf=20 Goodman Launches Yearly Home Book Bergdorf Goodman is veering into the home decor category = with its=20 first standalone home catalog, Decorative Home, writ= es=20 DM News. The 16-page book, expected to mail = yearly,=20 will be sent to all of its customers. The catalog is divided into classical dining, casual = table,=20 boudoir, Art Deco bar, and "curiosity cabinet" themes. Bergdorf Goodman is veering into the home decor category = with its=20 first =E2=80=A6 UK=20 Online Advertising Overtakes Direct Mail with 15% Ad Spend=20 Share Agencies:=20 Clients Can't Brief Well, Don't Compensate Enough MediaMark:=20 10 Curious Things about Baby Boomers E-Servicing=20 Drives Traffic to Auto Insurance=20 = Sites

=C2=A9 2007 Watershed Publishing, LLC. =C2=B7 about =C2=B7 =C2=B7 contact =C2=B7 =C2=B7 privacy=20

Inside MBP by Topic

High Recall Rates for Transit TV Advertising

Related topics: Topic, Acquisitions/Biz Buzz, Case Studies, Financial, Feature... =20

Television=20 read more like this = =C2=BB

TMZ=20 Snares More Men than Any Celeb Show

Internet=20 Brands Resonate with Prospective Mobile Internet Phone=20 Purchasers

Carat=20 Publicly Endorses C3; Accreditation Delayed until = Jan.

GE=20 Waiting Until after Beijing Olympics to Decide Fate of NBC=20 U

'Grey's=20 Anatomy' Time-Shifted by Nearly One-Fifth of TiVo=20 Users

Radio=20 read more like this = =C2=BB

Island=20 Def Jam Goes Mobile with mSpot

Ronning=20 Lipset Expands Online Radio Network

NAB=20 Continues to Fight Satellite Merger, Alleges = 'Wrongdoing'

Study:=20 Network Radio Reaches 7 of 10 Americans of All Ages

Black=20 Journalists Want Imus to Stay = Gone

Print=20 read more like this = =C2=BB

Former=20 WSJ Managing Editor Heads up Unique Journalism = Venture

Senior=20 Execs Prefer Print Periodicals (and Ads) over Online=20 Versions

Ad=20 Agency Owners Make Offer for 'Albuquerque Tribune'

BBC=20 to Shed More than 2,000 Jobs

Hearst=20 Bids $1.4B for Emap's Consumer = Biz

Interactive= =20 read more like this = =C2=BB

Senior=20 Execs Prefer Print Periodicals (and Ads) over Online=20 Versions

Internet=20 Brands Resonate with Prospective Mobile Internet Phone=20 Purchasers

U.K.=20 Social-Networking Site Usage Highest in Europe

UK=20 Online Advertising Overtakes Direct Mail with 15% Ad Spend=20 Share

eBay=20 Introduces = 'Neighborhoods'

Outdoor=20 read more like this = =C2=BB

Internet=20 Brands Resonate with Prospective Mobile Internet Phone=20 Purchasers

Sitour=20 USA Reaches Skiers at 45 Resorts

'The=20 Office' Boasts Its Own Convention, in Scranton

Global=20 Brands Plan to Accelerate Mobile Marketing Efforts

Project=20 Apollo: Consumer Sensitivity to Price Depends on Ad=20 Exposure

Direct=20 read more like this = =C2=BB

Bergdorf=20 Goodman Launches Yearly Home Book

UK=20 Online Advertising Overtakes Direct Mail with 15% Ad Spend=20 Share

Agencies:=20 Clients Can't Brief Well, Don't Compensate Enough

MediaMark:=20 10 Curious Things about Baby Boomers

E-Servicing=20 Drives Traffic to Auto Insurance=20 = Sites