Starch Report



AUDIENCE MEASUREMENT AND ADVERTISING RECALL SURVEY

Conducted by:
Starch Research
1200 Eglinton Avenue East
Suite 901
Toronto, ON

BACKGROUND
 
Fokus Media commissioned Starch Research to conduct a research study to determine the audience size and overall effectiveness of NEX at York University in Toronto. 

Two kiosks are stationed in a high traffic corridor at York Lanes. Starch Research placed interviewers to intercept pedestrian traffic and interview passersby.

Pedestrian traffic counts included only those within a distance of fifty feet of the kiosks who were walking in the direction of the screens.

In addition to projecting weekly traffic counts, survey objectives included advertising recall, overall reaction to the medium and a consumer profile of students.

The survey was conducted from February 7-12, 2004 by trained and experienced Starch interviewers.


IMPRESSIONS OF MEDIUM
  • Nearly 2 out of 3 students (64%) describe the units as Very Eyecatching.
  • Nearly 7 out of 10 students (69%) find this medium superior or equal to other on campus media.
  • Nearly 8 out of 10 students (77%) feel the kiosk provides a positive image for advertisers who sponsor it.
  • Nearly 7 our of 10 students feel it provides a positive image for York University.
  • Over half of the students would like to see the kiosks at other locations around the university.
 
TRAFFIC COUNTS
  • Total traffic exposed to NEX per week is 105,020. 
  • Most of the traffic (94%) occurs Monday to Friday.
  • The average weekday traffic is 19,655.
  • 1 out of 3 students (33%) have interacted with the kiosks.

PRODUCT CATEGORY INFORMATION
  • A high proportion of students hold credit cards.
  • 70% would be interested in a telecom services bundle including Internet and cellular
  • Planned purchase & attendance is very high for key consumer products:
    • Movie rentals 83%
    • Theatrical releases 94%
    • Clothing & accessories 92%
  • Nearly half the students interviewed own a video game system.
  • Nearly 7 out of 10 students will take a trip or a vacation with-in the next 6-months.
  • Nearly 8 out of 10 students have one or more credit cards.
  • 86% of the student own electronic devices that play music such as Discman, I-Pod, MP3 players.
 
AD RECALLON THE FOKUS MEDIA NEX TV
 
 
AD RECALL ON THE FOKUS MEDIA Signature POSTERS