Arbitron to Measure Consumer Awareness to Advertisements in Shopping Malls
EYE Signs on for Shopping Study
NEW YORK, November 10, 2008 - Arbitron Inc. (NYSE: ARB) announced today that EYE, the mall media specialist, has signed an agreement with Arbitron Custom Research to measure the effectiveness of mall-based advertisements and the psychographics of EYE mall shoppers.
Arbitron will conduct on-site mall surveys in multiple markets across the United States. This study will be comprised of two parts: adult and teen. The adult study will evaluate the effectiveness of EYE advertising based on demographic information as well as specific questions concerning shopping behavior, shopper segmentation and advertising appeal.
The exit interviews conducted with teenagers will develop Teen Shopper Profiles. In addition to the components of the adult survey, the Teen Shopper Profiles will include media usage, consumer category attitudes and intentions and advertising effectiveness specifically for teens.
“Out-of-home advertisers are looking for new ways to understand unique place-based media,” said Carol Edwards, Senior Vice President, Arbitron Custom Research. “In particular, advertisers want to reach teens now to begin building their brand awareness. This custom study will gauge the effectiveness of EYE’s platform to provide advertisers with the tools they need to target their audience.”
“This study goes beyond mere demographics and aims to provide advertisers with further accountability and insight into the behavior and triggers of the valuable shopper audience,” commented David Gibbs, CEO, EYE USA. “EYE is excited to partner with Arbitron on this innovative study.”
About EYE
EYE is an international Out-of-Home media company that specializes in mall media in the United States. EYE has offices in and operates Out-of-Home media businesses in Australia, New Zealand, Indonesia, Singapore, the United Kingdom and the United States of America.
Eye Corp Pty Ltd is a wholly owned subsidiary of Ten Network Holdings Limited, a publicly listed company, which operates Australia’s TEN television network.
About Arbitron
Arbitron Inc. is a media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter, a new technology for media and marketing research.
Through its Scarborough Research joint venture with The Nielsen Company, Arbitron also provides media and marketing research services to the broadcast television, newspaper and online industries.
Arbitron’s marketing and business units are supported by its research and technology organization, located in Columbia, Maryland. Its executive offices are located in New York City.
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Portable People MeterTM and PPMTM are marks of Arbitron Inc.
