Wednesday, June 10, 2009

Arbitron report good news for digital signage statistics enthusiasts

Some day I hope to sell a line of digital signage trading cards. On the front is a picture of the screen. One the back, the vital stats.  I'm not sure whether I'll go with a traditional baseball card-style collect-them-for-the-sake-of-collecting model, or something more along the lines of Magic: The Gathering where networks duke it out for the title of Grand Champion (or something). Either way, it looks like CARE Media would be one to have (though perhaps not its rookie year), if you believe what Arbitron has to say about them:


With an average wait-time of 17 minutes while being exposed to CARE Media programming, the Arbitron study found that:

  • 64% of viewers recalled at least one of the advertisements that was shown in the program they were watching
  • 63% of viewers go shopping on the same day after being exposed to CARE Media programming and advertisers
  • After being exposed to CARE Media programming and advertisers, consumer's next shopping trip is to:
    • Grocery store - 38%
    • Drug store/pharmacy - 35%
    • The mall - 9%
    • Convenience store - 3%

After viewing CARE Media programming, consumers recalled advertisements for:

  • Child care products - 46%
  • Pharmaceutical products - 33%
  • Pet care products - 46%
  • Healthcare products - 26%
  • Informational websites - 32%
  • Retail outlets - 35%
  • Consumer products - 34%


A majority (92%) think CARE Media TV is a good thing for doctors' offices to offer clients while in the waiting area

  • 91% think CARE Media TV helps to pass the time spent waiting
  • 88% think CARE Media TV is a credible source of information that they find useful
  • 67% think that CARE Media TV enhances the patient-doctor relationship

In addition, 76% of viewers plan on watching CARE Media TV the next time they visit this or any other medical office.

I'd like to see some research as to why certain types of ads were more memorable than others (though it could be anything from production values/budget to frequency), as well as whether or not there was any correlation in media exposure and purchasing behavior (which would be a pretty neat trick, considering that you'd have to somehow isolate the effects of that media exposure from all of the other contributing factors).

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