ELEVATOR ADS HAVE SAME RECALL AS TV ADS, STUDY SAYS
By Adnews Staff
Ads on the Elevator News Network in Toronto scored the same advertising recall as TV ads in a recent study done jointly by Global Target Marketing and Options Inc. The study was structured with a 1996 Tandemar Multi-Media study, which compared recall and persuasion issues for TV, radio newspaper, magazine and billboard advertising in the Toronto market. In the study, ENN's recall score was 32%, which is as high as TV, and higher than newspaper, billboard and magazine ads. Radio scored higher with a 35% recall score. ENN consists of 12-inch slimline TV screens in elevators of some Toronto office buildings. The top 75% of the screen features news, sports, entertainment, traffic and stock reports, while the bottom 25% carries ads. The Global Target and Options study took place in October and consisted of 859 interviews based on 12 sample ad campaigns in ENN-equipped buildings. The comparative Tandemar study was sponsored by Tandemar Research and Media Buying Services, both of Toronto.