TAXI MEDIA IMPRESSIONS, RECALL, AND RESEARCH OVERVIEW
RESEARCH OBJECTIVES
Clear Channel Taxi Media uses up-to-date technology and comprehensive research services to provide you with information on media measurement: 1. Reach/Frequency, 2. Qualitative Recall, 3. Mapping of Geographic Coverage
Our research experts specialize in both quantitative and qualitative methodologies.
Brief Overview
Reach/Frequency
Conducted by TRIAD RESEARCH GROUP, Inc. in conjunction with UNLV, William & Mary College, U. of Minnesota
and Exponent, Inc.
• 4 surveyors conducted four days of research in each city, videotaping pedestrian and vehicular traffic from within the cabs to determine exposure rates.
• Test subjects then viewed extensive video to determine aided and unaided recall of the advertising on the cabs
• A Noting Score (effectively recalling the ad) was developed to determine frequency
• We only use the vehicular numbers and do not include pedestrian reach.
Recall
Conducted by BRANDWORKS, Inc.
• Working with the movie launch of “Hannibal,” A Man-On-The-Street interview survey was conducted to determine Awareness, Effectiveness and Ad Recall.
• Respondents (50/50 Male/Female, age 18-45) were subjected to Unaided Recall questioning while being video taped for additional analysis.
Mapping
Conducted by Clear Channel Taxi Media and Pictographics
• Taxis were equipped with Husband Tracking GPS units for approximately 24 hours.
• Raw data was gathered off the GPS unit and sent off to be mapped.
Conclusions
By
•
•
•
•
combining the three studies we can determine:
The number of taxis needed to achieve specific showing levels
GRPs for a specific showing level
Geographical concentration of the taxis
Noting Score for unaided recall
visit our website: clearchanneltaximedia.com
Sources: Conducted by TRIAD RESEARCH GROUP, Inc. in conjunction with UNLV, William & Mary College, U. of Minnesota and Exponent, Inc.
BRANDWORKS, Inc, Pictographics
TAXI MEDIA IMPRESSIONS, RECALL, AND RESEARCH OVERVIEW
ANALYSIS & synopsis
The purpose of this study was to predict the number of individuals that see and remember a taxi top advertisement
and compare these predictions with our showing levels.
Our independent research team went into major markets and outfitted three taxis with video cameras and recorded
how many people were exposed to the taxis over the course of 4 days. They included nights and a weekend day in
order to balance results and to simulate a full 7 day period of time.
The initial results of impressions indicated tens of thousands in each of the identified markets. Striving to achieve the
utmost in scientific analysis and accuracy, we asked the research team to eliminate anyone who was not directly
looking at the Taxi. Though there was a reduction in potentially exposed subjects, Clear Channel Taxi Media felt that the
information was still too aggressive.
The third and final round, of testing was focused on estimating how many people could actually recall an ad on a taxi
(recall impressions). This was done by conducting “man on
the street” interviews with significant sample sizes (over 400
people per market). These interviews were done at the time the
movie Hannibal came out. In advance of the full advertising
campaign, the studio bought significant taxi showings in those
identified major markets for a month prior to any other media
forms. When subjects were asked what ad they recalled seeing on a taxi, significant portions of the subjects responded
with Hannibal. The taxi media ad was accurately delivering
the message to the desired audience.
These sample sizes were used to extrapolate the daily recall
impressions per market. They are based on adults 18+ in the
selected zip codes that our taxis actually cover. This is generally a smaller population area than the full market DMA which
Outdoor would base it’s DECs on.
Based on the findings of this study, it was concluded that our
showing sizes are conservative estimates of the actual exposure rate audience achieved.
visit our website: clearchanneltaximedia.com
Sources: Conducted by TRIAD RESEARCH GROUP, Inc. in conjunction with UNLV, William & Mary College, U. of Minnesota and Exponent, Inc.
BRANDWORKS, Inc, Pictographics