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Outdoor recall consistent with TV, despite less time spent with medium

Nov - 2014

AUCKLAND: A recent study conducted by leading Outdoor operator, APN Outdoor, has found that Outdoor recall is on par with TV, despite spending comparatively less time with the medium.

The findings, which were taken from APN Outdoor’s Attention Economy study, revealed that 83 per cent of people in New Zealand recall ads on Outdoor formats, the same amount as TV.

Recall levels across TV and Outdoor remain consistent, despite the fact that New Zealanders spend around 10 hours more a week watching TV than they do travelling outside. This result clearly demonstrates Outdoor’s notable efficiency when it comes to converting time spent with a medium to recall.

In another key finding, the study also uncovered that Outdoor ads are the least avoided, with only 11 per cent of people in New Zealand actively avoiding them, versus 42 per cent of people who actively avoid TV ads.

Phil Clemas, General Manager, APN Outdoor commented, “The results from this study validate our industry’s claim that Outdoor is right up there with TV in terms of ad-recall and audience engagement. Going one step further, it also reveals that Outdoor actually outperforms TV when it comes to ad avoidance and actually converts much more efficiently.

“We devised the Attention Economy study to assist our clients when planning their media campaigns and we trust that these findings will put Outdoor into context with other mediums and highlight its unique advertising benefits.”

APN Outdoor’s Attention Economy Study is the largest of its kind ever undertaken in the Outdoor industry across Australia and New Zealand. With 6,600 participants, the Attention Economy uncovered how audiences in nine major metropolitan markets ­– including Auckland, Wellington and Christchurch – move, think, feel and respond to Outdoor advertising.

APN Outdoor partnered with Millward Brown, one of the world’s most respected brand, media and communications research consultancies to carry out the study.

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