Nielsen: Shoppers Remember, Appreciate Mall Advertising

Nearly half of mall shoppers (47 percent) viewed content provided on the Adspace Mall Network, and of those viewers, 34 percent had an average recall of specific ads they saw on the network, revealed a new Nielsen Media Research study commissioned by Adspace Networks.

The network runs programming on its Smart Screens called Today’s Top Ten - which show the 10 best deals in the mall each week. Over 250 participating retailers now submit their best deals for a chance to be selected by Adspace for a free spot on the network. The Today’s Top Ten spots are then incorporated within a six-minute loop of both local and national advertising content.

The results show that shoppers viewed the Smart Screens an average of 3.3 times per visit with an average total viewing time of 1.9 minutes (or 114 seconds). During that time, the average length of each view is 34 seconds. With advertisements on the “Smart Screens” lasting 10-15 seconds, each shopper sees nearly three spots per view. By the end of their mall trip, viewers of the Smart Screens will have seen nearly 10 spots on the network.

Teens were even more likely to watch the Smart Screens (57 percent) and devoted more time to doing so. Teens 12-17 viewed the Smart Screens an average of 5.5 times per visit with an average viewing time of 2.2 minutes (or 132 seconds). Additional findings include:

• Seventy-seven percent of Adspace viewers agree that the Smart Screens are a good thing for malls to offer their customers;
• Seventy-one percent agree that the programming and advertising is informative;
• Sixty-five percent agree they enjoy having the Smart Screens available to check stores with sales; and
• Eighty percent of all mall shoppers reported they would look at, watch, or listen to the Smart Screens on their next visit to the mall.