Nielsen Confirms Ads Effective For Recall And Purchase Intent
Gail Chiasson, North American Editor
Results of a significant new Nielsen audience study on Dallas-based indoorDIRECT Inc.’s Restaurant Entertainment Network, reaffirms the effectiveness of advertising delivered on its Network.
The indoorDIRECT Network entertains more than 150 million consumers annually at Wendy’s, Denny’s, Arby’s, Carl’s Jr., Hardee’s and McDonald’s, and other restaurants in America’s top Designated Markets.
The Nielsen study showed that approximately 80% of diners view the Network during their visit, that 53% of viewers recalled one or more ads on the Network, and, on average, 65% of viewers recalling an ad were more interested in taking action, based on the advertising.
The study also found that 45% of viewers were more receptive to advertising in restaurants than in movie theaters and 36% of viewers were more likely to buy a product or service advertising on the Restaurant Entertainment Network than on television at home.
Nielsen also reinforced a vital advantage in Restaurant Advertising over other media: approximately 35% of the viewers were visiting a retail merchant the same day that they viewed the advertising.
“This research provides the advertising agency and client communities with the best available audience and demographic metrics, consistent with OVAB audience measurement guidelines, comparable to other forms of video,” says Paul Lindstrom, senior vice president, Nielsen Company. “It will go far towards helping them understand how this rapidly growing platform integrates with other elements of the their media plans.”
Steven Justman, president of entertainment, marketing and sales for indoorDIRECT, says, “Nielsen has further validated that our DVR/remote-free environment and great programming from more than 100 top media/entertainment sources creates an advertising opportunity with real viewer engagement and impact. The Restaurant Entertainment Network offers advertisers the ability to make a powerful last impression to influence purchase prior to a retail visit.”
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