An average advertising recall of 59%, with 92% overall able to recall one or more of the surveyed TV commercials aired on TV screens in Atlanta buses, are the results being touted by a Carroll Media study conducted for Transit TV in Atlanta.
The study, Advertising Effectiveness Study for Atlanta MARTA Bus TV Screens, examines bus riders’ advertising recall capability and opinions regarding four ads aired on 538 MARTA vehicles in Atlanta – and says the results compare more than favorably with ad recall for other media.
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.
Some other findings from the study:
- Among bus riders who had watched Transit TV during the previous month, 82% of viewers were able to recall at least two of the four surveyed commercials on an unaided/aided basis.
- The average for the four specified brands was 59%.
- 35% of riders were able to recall a commercial on an unaided basis.
- The average amount of time spent on a bus is 50 minutes per day.
- Nine out of ten respondents had watched Transit TV the day of the survey.
- The average number of days that respondents spent riding MARTA buses in one week was 4.6.
- 79% of riders agree that Transit TV makes their ride seem faster and more enjoyable.
- Nearly all (94%) 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% were students, and the majority of student respondents (59%) were enrolled in college.
About the study: 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.
