Audio advertising fetches highest brand recall at ST Bus stations of Maharashtra: AC Nielson Study
A recent study by A C Nielson shows that audio advertising can fetch highest brand recall for brands. The study was conducted to analyse the effectiveness of the audio medium in comparison to other advertising media at ST bus stands of Maharashtra.
- (1888PressRelease) November 09, 2011 - To evaluate the effectiveness of audio advertising / announcements as a medium compared to other outdoor media at bus depots in western Maharashtra, Vritti i-Media in association with the A C Nielsen Company conducted a research at MSRTC bus stands across the state. The findings proved audio advertising as a medium to be as effective or more effective than the other traditional forms of OOH like hoardings, signagaes and kiosks.
The key findings of the research are:
• Audio advertisement as medium is effective despite being restricted to confines of a bus
depot
• The recall of audio advertising / announcements as a medium is at par with outdoor
hoardings and bus panels at 98%
• On an average 2.2 brands are recalled on audio advertisements. It is comparable with
average number of brands recalled from outdoor hoardings at 2.1
• Virtually everyone (97%) find announcements to be very useful or somewhat useful
• 85% of the people Read or Rest or chat with co-passengers while waiting at bus stations and are captive in nature. Only 15% of the people listen to radio while waiting at bus stations.
• Audio advertisements coupled with announcements appears to be an effective advertising medium
Sharing his perspective on the research findings, Mr. Veerendra Jamdade, CEO, Vritti i-Media says, "The findings of this research help us to reiterate our positioning for Vritti i-Media's audio network in Maharashtra as the most effective medium to reach a mass audience across Sec A, B and C segments. Our unique format couples advertising with announcements about bus arrival and departure schedules that makes for mandatory listening. Audio advertising works brilliantly in rural areas as it overcomes the barrier of language and illiteracy."
This study has presented Vritti i-media with a unique opportunity to convince potential advertisers of the effectiveness of the audio advertising medium while enabling advertisers to draw a comparison among diverse media present at a given location i.e. ST bus depots to sample the unaided recall of brands advertising across these media.
The MSRTC (Maharashtra State Road Transport Corporation) is the state run bus service of Maharashtra with 16,000 buses which ferry 7 million (70 lakh) passengers daily on 17,000 routes. On a typical day the average footfall measured at these ST bus stations is 40,000 & more thus making these junctions extremely critical for advertisers who are looking to make a mass impact among a target audience that ranges from students to small business owners, and semi urban dwellers.
To read the complete report please visit: http://vrittiimedia.com/pdf/Nealson_Audio%20Advertising%20-%20Medium%20Effectiveness%20Study%20report.pdf
About Vritti i-Media
Vritti Solutions Limited proudly calls itself "Experts of Rural Market" because it has carved its own niche in the rural market for over two decades. Vritti i-Media, an arm of Vritti, has introduced innovative media vehicles whose impact, reach and aptness allows companies to break the clutter and effectively market and advertise their products and services to Tier-2, Tier-3 cities and media dark places in rural Maharashtra.
Vritti i-Media "Audio Network": i-Media is a Sole Authorized Agency by MSRTC (ST) to run Audio Advertisement at 80+ bus depots across Maharashtra and this medium reaches out to approximately 10.3 Cr+ people per month across Maharashtra.
Vritti i-media "Audio Visual Network": This audio visual network advertising is done at Highway food malls on express highways in Maharashtra and this medium helps corporate to reach to 2.5 million population of class A+,A, B.
These networks run on "DigitalWorld+" technology and have overcome the hurdle of control & reliability missing in DOOH.
Clients: Kirti Gold Oil, Lokmat, HUL, Bajaj, MTS, Uninor, Idea, Tata Teleservices, SBI, SBH, Central Bank, Shriram City Finance, Gujarat Tea, Devi Cropscience, Biostadt, MKCL, Ghadi Detergent, Paragon, Tata Steel, Jain Irrigation, Maxx Mobile, Eicher Tractor, etc.
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