Out-of-Home Research: Media Effectiveness Research

Newsweek Media Research Index

Out-of-Home Research: Media Effectiveness Research

1947 - TRAFFIC AUDIT BUREAU - METHODS FOR THE EVALUATION OF OUTDOOR ADVERTISING: FORT WAYNE STUDY, 1946

Pilot study to devise methods for evaluating daily outdoor advertising. Designed to measure outdoor travel, circulation, coverage and readership-remembrance. Based on home interviews, travel maps, traffic counts and license number counts.

1950 - TRAFFIC AUDIT BUREAU - COVERAGE, REPETITION AND IMPACT PROVIDED BY POSTER SHOWINGS: CEDAR RAPIDS, 1949

Expansion of the 1947 Fort Wayne study. Designed to obtain 30-day information, by use of travel diaries.

1955 - DANIEL STARCH - SCOPE, METHOD AND TECHNIQUE OF THE STARCH CONTINUING STUDY OF OUTDOOR ADVERTISING

Description of the background and methods used for the Starch Continuing Study of Outdoor Advertising, conducted monthly in 28 markets to measure campaign awareness, copy recognition and attitude toward poster. Reported in series of reports. (Individual reports from this series are listed in 1967 ARF Recommended Research Program bibliography and in 1977 Buszek TAB Planning For Out-Of-Home Media bibliography.)

1962 - POSTER APPRAISAL SERVICE SURVEY OBJECTIVES AND METHODS - GENERAL MEDIA AND COPY RESEARCH COMPANY, VENTURA

Description of general methodology and reporting procedures of Poster Appraisal Service, designed to measure poster remembrance and brand identification, by a masked-unmasked aided recognition technique. Reported in series of reports. (Individual reports from this series are listed in 1967 ARF Recommended Research Program bibliography and in 1977 Buszek TAB Planning For Out-Of-Home Media bibliography.)

1962 - A.C. NIELSEN FOR FOSTER & KLEISER - SURVEY OF OUTDOOR ADVERTISING POSTER COVERAGE: SEATTLE MARKET

Study objectives and methods are similar to those as used in the 1960 Los Angeles and 1961 San Francisco studies. Based on 28-day diary and.travel map records for 217 respondents. Reach and frequency estimates for painted bulletin showings based on the same records were reported in a separate volume. Respondents also recorded time spent with television, radio, magazines and newspapers daily in the diary; media mix findings were reported in a separate volume. In addition, brand awareness and ad recognition measures were obtained in a separate sample, and were reported in a separate volume.

1964 - A.C. NIELSEN FOR FOSTER & KLEISER - OUTDOOR ADVERTISING POSTER COVERAGE: LOS ANGELES/ORANGE

Update of the 1960 study, using similar methods. Reach and frequency estimates are reported based on diary and travel map records for 28 days for 303 respondents. Reach and frequency estimates for painted bulletin showings based on the same data were reported in a separate volume. Media mix and ad recognition measures were also reported in separate volumes, as in the 1962 Seattle study.

1964 - R.H. BRUSKIN FOR FOSTER & KLEISER - A STUDY OF THE EFFECTIVENESS OF BILLBOARD ADVERTISING: PORTLAND/SPOKANE

Study to measure the effectiveness of outdoor advertising showing for Lipton Dry Soup Mix. Interviews were conducted before, during andd after the showing to measure brand awareness, brand purchase,intent to purchase and advertising recall. Comparisons were made between the test market (Portland) and the control market (Spokane). Based on 500 interviews with housewives per wave per market.

1964 - R.H. BRUSKIN FOR JOHN DONNELLY AND SONS - A STUDY OF THE EFFECTIVENESS OF BILLBOARD ADVERTISING: SCRANTON/WILKES-BARRE, PITTSTON/HARRISBURG

Similar to the 1964 Bruskin study in Portland/Spokane. Based on before and after interviews with 300 respondents per wave per market.

1965 - THOMAS E. GERAGHTY FOR TURNER ADVERTISING COMPANY - 28TH PRESIDENT SURVEY IN EIGHT SOUTHERN CITIES. (WOODROW WILSON STUDY)

Study to measure exposure to and effectiveness of #100 poster showing "Woodrow Wilson Was The 28th President". Before and after interviews were conducted in eight markets with 300 persons per market per wave. A test question (Who was the 28th president?) and a control question (Who was the vice president under Eisenhower?) were asked. Correct answers to the test question were 6.5% before and 40% after the showing. Correct answers to the control were 69.2% before and 69.9% after.

1965 - C.E. HOOPER FOR ROLLINS ADVERTISING COMPANY - SAN ANTONIO OUTDOOR ADVERTISING STUDY: 30TH PRESIDENT. (CALVIN COOLIDGE STUDY)

Study to measure exposure to and effectiveness of #100 showing stating "Calvin Coolidge Was The 30th President". Conducted by before and after telephone surveys with 600 respondents, asked a control question (Who was the vice president under Eisenhower?) and a test question (Who was the 30th president?). Correct answers to the test question were 4.5% before and 28.3% after the showing. Correct answers to the control question remained at the same level, 67.8% before and 65.8% after.

1975 - INSTITUTE OF OUTDOOR ADVERTISING - SHIRLEY COTHRAN MISS AMERICA PROMOTION

Tests in 44 markets to measure exposure to, and effectiveness of, outdoor showings stating that Shirley Cothran was Miss America, 1975. Conducted by various research companies. Before the outdoor showings, awareness of Shirley Cothan's name was 1.6% (in November and December 1974 following extensive coverage on television and other media); after the outdoor showings, awareness of Shirley Cothran's name in the test markets was 16.3%.

1979 - TELCOM FOR INDEPENDENT OUTDOOR ADVERTISING - A STUDY OF OUTDOOR ADVERTISING SIGN PLACEMENT

Test to compare the effectiveness of 30 sheet vs. eight-sheet posters, analyzed by poster placement. Eye movement reactions were recorded during respondent viewing of filmed drive sequences; brand awareness and advertising recall were also measured. Based on a total of 1,100 respondents, in 11 test groups, interviewed in Los Angeles and New York New Jersey metro areas. Study indicated poster placement and design were more important than size alone.

1979 - TELCOM FOR TDI WINSTON NETWORK - TELCOM REPORT NO. 1 ON BUS TRANSIT ADVERTISING

Study to determine the impact of king-size bus posters vs. other out-of-home media forms. Based on eye-movement recorder measures, among 150 respondents, who viewed slides of a simulated walk down a city street. Slides contained 10 test bus posters. Conducted in New York metro area.

1984 - INFORMATION & ANALYSIS FOR TDI WINSTON NETWORK - TDI SURVEY OF ORANGE AND LOS ANGELES COUNTIES FOR BATA SHOES

Before-after study to assess the impact of a two-month billboard and bus poster campaign for Bata shoes in Los Angeles area. Conducted by personal, intercept interviews in public locations, 150 interviews per wave in each of the two counties. Changes in brand awareness are reported.

1985 - LEE COBB & ASSOCIATES FOR THE INSTITUTE OF OUTDOOR ADVERTISING - 1985 MISS AMERICA AWARENESS STUDY (SHARLENE WELLS STUDY)

Study to measure the effectiveness of a one-month outdoor campaign containing a photograph of Miss America and the message "Sharlene Wells, Miss America 1985." In two markets, Albuquerque and Tucson, 800 personal interviews were completed in shopping malls, 400 before the campaign and 400 after. Across the two markets, unaided awareness of Sharlene Wells' name increased significantly from 1.5% before the campaign to 11.9% after. There were also significant increases in other measures. (Reference: 1975 Shirley Cothran Miss America study)

1987 - APPLIED MARKETING STATISTICS FOR MEDIACOM, CANADA - EFFECTIVE FREQUENCY IN OUTDOOR ADVERTISING

This report provides effective frequency estimates for Canadian outdoor campaigns, based on analysis of aided recall scores for over 650 campaigns related to exposure frequency data for each campaign. Effective frequency levels necessary to achieve campaign recall were estimated for eight product categories; high, medium and low campaign "efficiency" categories; and for age and sex groups.

1989 - CANADIAN FACTS FOR MEDIACOM - THE KIMBLE TEST

Study in Toronto to test the effectiveness of a six-week transit shelters campaign for a fictitious product called a Kimble. Personal in-home interviews measuring campaign awareness were conducted with 200 persons 12 and over, during the last two weeks of the campaign. Unaided awareness of the campaign was 4%. Total awareness was 31%.

1989 - MEDIACOM - OUT-OF-HOME ADVERTISING EFFECTIVENESS STUDIES

Summary of tests conducted 1984-1989 for Mediacom to evaluate the effectiveness of outdoor, mall poster and transit shelter campaigns.

1990 - GANNETT - OUT-OF-HOME ADVERTISING EFFECTIVENESS TESTS

Summaries of tests conducted 1988-1990 for Gannett to evaluate the effectiveness of outdoor campaigns.

1990 - KAREN WHITEHILL KING AND SPENCER F. TINKHAM, UNIVERSITY OF GEORGIA - THE LEARNING AND RETENTION OF OUTDOOR ADVERTISING - JAR, DECEMBER/JANUARY 1990 (CALVIN COOLIDGE STUDY)

Study measuring effectiveness of a one-month, 100 GRP outdoor campaign showing "Calvin Coolidge was the 30th President of the United States." Conducted in Atlanta by telephone interviews before and after the campaign. 1,015 interviews were completed. The results showed significant pre-post increases in message recall and other measures; and the rate of decay after the campaign was relatively low. Unaided recall was 5.5% before the campaign; 23.0% just after it ended; and 17.7% eight weeks after.

1990 - TREISTMAN & STARK MARKETING FOR GANNETT OUTDOOR - EVALUATION OF OUTDOOR ADVERTISING VARIABLES

Study to determine the effffects of alternative outdoor board sizes and types on visibility of the board, attention to brand name, copy readership, brand name registration and purchase interest; evaluated based on eye tracking measures and interview data. Interviews were completed with 150 adults in three mall locations in Cincinnati, Dallas and New York. 45 outdoor boards representing a cross-section of products and services were used in the study. Variables evaluated were: size of board, use of extenders, product category, use of illustrations, type of illustration, and number of elements on the board.

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