Females ages 14-34 notice Mallscape advertising backlit panels and respond well to this form of advertising.

General Findings

• 96% of women notice MallScape advertising
• 79% say it is helpful to advertise TV shows at the mall
• 75% agree “the ad is in places in the mall where it catches my eye”
• 60% say that MallScape reminds them to watch the show

Increase Show Recall

Campaign Objective #1

• Between the pre and post study, the awareness of the show increased by 42% in the test malls displaying MallScape ads
• In the control malls, awareness increased by 11%
• MallScape advertising gave a 31% lift in the overall recall of the ABC show
• Half of the recall in the test malls carrying advertising for the ABC Family show was unaided

Increase Show Viewership

Campaign Objective #2

• 30% more women watched “10 things I hate about you” after being exposed to the MallScape campaign. Viewership increased by only 8% in the control malls with no Mallscape advertising, solely relying on their TV, radio and online advertising
• MallScape advertising was able to convert 22% more viewers

Increase ABC Family Network Awareness

Campaign Objective #3

• The unaided awareness of ABC Family Network between the pre and post stages of the study increased by 34% in the malls with advertising
• In the control malls awareness increased by 8%
• MallScape advertising generated a 26% lift in the recall of the ABC Family Network

Conclusions

• MallScape is a driving force in any advertiser's media mix
• MallScape's well-dispersed backlit panels successfully introduced this new ABC Family show and successfully reminded the audience to tune in, which resulted in increased viewership
• Women who had seen the ad in the test malls not only spontaneously remembered the name of the show, but also remembered that it was shown on ABC Family; fewer women in the control malls without the advertising could remember the name of the show or the network it was being shown on

Please refer to the document on the right  to download the full findings.