Street Vision August 2003 Campaign Awareness Tracking

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Street VisionAugust 2003Campaign Awareness
Tracking
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Summary

• This study was undertaken to assess the trends in
  audience appreciation of the Street Vision medium
  and their consumption of other media.
• With average Total recall at 59 , average
  prompted recall at just under 50 and
  comprehension of what the campaigns were about at
  50 the results were outstanding.
• Campaign responses vary according to relevance to
  the audience and creativity.there was a marked
  difference in response to the tracked
  activity.this is to be expected.

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Summary

• Key performance indicators for Street Vision in
  this study highlight that audience viewing has
  been restored to previous levels with a 15
  increase in the daily viewing habit, with a 13
  increase in commuters watching at least
  once/twice per week.
• Prompted awareness averages increased by 23 over
  the last study
• Approval ratings for the medium in terms of
  quality have risen 10 since November 2002.

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Summary

• Only 7 of respondents watch SV once or less per
  week which has diminished from 20 in the
  November 2002 study...
• The last two tracking studies show that 70 of
  the commuting audience watch less than 2 hours of
  FTA per day.
• 31 of the audience have Pay TV, with 86
  watching less than 2 hours per day, with nearly
  half watching less than one hour per day..

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Methodology

• Recruitment and Interviewing was conducted by NCS
  Pearson Research from 17/8/03 31/8/03.
• A sample of 200 respondents were recruited from
  the following stations
• Town Hall, Wynyard and Bondi Junction.
• Respondents were interviewed over the phone the
  following evening.
• Research was designed to track the awareness of
  campaigns and overall attitudes of commuters
  toward the SV medium.

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Frequency of Viewing
93 of commuters watch Street Vision at least
once/ twice per week
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Commuter Attitudes

• Reasons for watching Street Vision
• Favourite Aspects of Street Vision
• Television Viewing

Source AC Neilson Panorama October 2001
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Main Reasons for watching Street Vision

• News/weather - 38
• Entertainment - 52
• Information - 10

What Commuters Like Watching
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Television Viewing
90 of commuters watch less TV than the national
daily average of 3 hours 16 mins
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Age Breakdown
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Income
49 of respondents earn over 40,000
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Summary

• Average total Recall 59 , which is an
  exceptionally high result compared to other media
  analysis
• .while unaided recall registered lower results
  than previously experienced they are average for
  Out of Home Media.
• The average Prompted recall was 49.9 which
  indicates very high levels of residual recall
  given that there were no visual prompts and
  respondents were remote from the mediums
  influence when interviewed.

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Summary

• A key result was the level of comprehension of
  the advertising - the average across the
  campaigns being 50 which points to the captive
  nature of the audience and their capacity to
  absorb and retain the key elements of the
  campaign.
• Commuters regard Street Vision as the optimum
  diversion to boredom whilst waiting on the
  platform.

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Street VisionAugust 2003Campaign Awareness
Tracking