Advertising Recall
|
| (Base=Watched/Listened on Survey Ride) |
| |
Respondents asked to recall 6 specific
advertisements in past week |
| - Any (net)* |
90% |
| - 3 to 6 Ads* |
60% |
| - 5 to 6 Ads* |
28% |
| Mean number of ads recalled |
3.1 |
|
Specific brands/advertisements recalled: |
| |
| Restaurant (Local Ad) |
64% |
| College (Local Ad)* |
56% |
| Food Brand (National Ad) |
56% |
| Food Brand (National Ad) |
52% |
| Food Brand (National Ad) |
47% |
| Law Firm (Local Ad)* |
35% |
|
| *Ads did not air during the entire 4-week measurement period |
Study Overview
Nielsen Media Research’s New Media Services fielded on-bus recruitment for participation in a telephone study from a statistical probability sample of Pace routes, dates and dayparts. During a 28-day measurement interval of October 4 - 31, 2004, recruitment took place on 100 bus runs over 20 bus routes and 22 dayparts. Telephone
interviews were completed with 295 riders 12 years of age or older. Study results represent riders 12+ on Transit TV-equipped buses in the Chicago market.
The field services utilized for the study were instructed to ride the selected bus routes, verify the presence and
operational status of TVs on the buses, and handout
invitations to the passengers fro their participation in the telephone survey. The results from a separate media compliance audit should be used to evaluate the impact of compliance on media delivery and viewing levels in this report.
Permissible Uses
Transit Television Network is legally obligated not to lend this report or copy any substantial portion thereof or
otherwise divulge the contents, except as summarized below. This report is furnished pursuant to Transit Television Network’s employment of Nielsen Media Research to secure these data for Transit Television Network’s
confidential use and is furnished on the basis of Transit Television Network’s representation that it has a continuing legitimate business interest in the subject matter herein and on Transit Television Network’s agreement that the
divulgence of the contents will be limited as follows:
* This study is furnished for the use of Transit Television Network.
*Nielsen Media Research’s prior written approval is
required for publication of these data in advertising,
promotion or press releases, or in any publication of any
kind. Such approval may be withheld unless the
quotation is in accordance with Nielsen Media
Research's policies as may be indicated to Transit
Television Network in writing from time to time. No officer
or employee of Nielsen Media Research is authorized to
give oral approval of any form of publication.
* Transit Television Network may not use nor permit or
allow the use of all or any portion of these data
in any legal proceeding.
* Nielsen Media Research will require the immediate
return of the report plus all copies, summaries and
abstracts in the event that the permissible
uses are violated. |
