Last Updated on Thursday, 24 September 2009 13:23

Arbitron conducted on-site field surveys and observations at a representative sample of LevelVision™: College locations during regular business hours in September of 2008. The goal of the research was to measure the size of the network’s audience, create a profile of their demographic characteristics, gauge their engagement with the IntelliMat® displays and measure advertising effectiveness for seven test campaigns. Arbitron conducted 911 on-site surveys with a random sample of persons exiting a representative sample of 37 LevelVision: College locations. They performed observational traffic counts (persons entering store) and impressions counts (persons walking within ten feet of the IntelliMat display) at the same 37 stores. 201 on-site surveys were also conducted at an additional seven LevelVision locations with shoppers walking within a ten foot radius of the IntelliMat display, a digital screen or TV or a printed poster.

Key Findings:

• The IntelliMat display is viewed by two-thirds of total store traffic.
• Viewers average a quarter hour in the venue.
• Viewers are exposed to the IntelliMat screen twice per visit.
• The majority of the audience is exposed to the network 3.7 times per month.
  
  • 31% of viewers visit the bookstore between semesters.
  • 54% of viewers only visit this particular bookstore on a regular basis.
• 64% of the network’s audience is 24 and under, generally gender balanced, predominantly white and comes from middle to upper income households.
• 84% of IntelliMat screen viewers made a purchase in the store, spending a mean of $45.70, mainly on books and clothing.
• 70% of audience members agree the floor screens enhanced the high-tech image of the store and 54% agree that the display is entertaining.
• 83% of shoppers who walked within 10 feet of the IntelliMat floor screen reported having noticed the unit compared to 62% of those passing a traditional digital TV screen and 29% of those near a printed poster.
• 67% of the audiences agree the floor display attracts their attention more than other signs or posters around the bookstore.
• 69% of those exposed to the IntelliMat floor display felt it attracted their attention more than other advertisements they see beyond the store.
• 57% of viewers agree that because the display was on the floor, it was in their natural line of sight.
• Four in ten viewers could successfully recall at least one of the advertisers appearing on the floor display.
• The IntelliMat display increased top of mind brand awareness for several of the advertised TV shows.
• 70% of shoppers agreed the floor screen is a good way to learn about new products, while 56% agreed seeing ads on the unit increased their interest in learning about advertised brands and 53% felt the ads increased their likelihood of purchasing promoted brands.