Kiwis Engage With Outdoor Advertising

More Than Two Million Kiwis Engage With Outdoor Advertising Each Week: Nielsen Survey

823,000 ‘Outdoor Observers’ See Outdoor Advertising Daily

March 28, 2007, Auckland: More than two million New Zealanders have seen outdoor (or out-of-home) advertising in the last seven days, a new report by Nielsen Panorama revealed today. The majority mentioned seeing advertisements on bus backs (1.75 million), followed by outdoor billboards (1.68 million) and bus shelters/bus stops (1.46 million).

“The placement of an outdoor advertisement impacts on those it reaches,” commented Mr Stuart Jamieson, executive director, Nielsen Media Research, a division of The Nielsen Company. “And there are differences in the profiles of those who see signs in airports or on taxis compared to those seeing them on buses, bus shelters and shopping centres.”

“Those who see advertising in airports or in taxis are more likely to be business managers, executives or self-employed, 40 or older, with high personal incomes. People engaging with outdoor advertising on buses, bus shelters or in shopping centres are likely to be younger – 20 or over - with slightly lower personal incomes,” commented Mr Jamieson.

823,000 Kiwis, labelled by Nielsen as ‘Outdoor Observers’, see out-of-home advertising at least once every day, with over one third (36%) being reached by advertising on bus backs, 34 percent on bus shelters, 30 percent on billboards, 14 percent on shopping centre illuminations and five percent in or around airports.

Outdoor Observers are more likely to be male, with one in five aged 20-29 years. 71 percent are living in metro areas, with 43 percent located in Auckland. They are more likely than the rest of the population to be white collar workers or students, middle income, well-educated (eg uni grads), socio levels one to three, success-driven or balance seekers, and ‘on the go’.

“Outdoor Observers are very social people, often planning trips away, socialising with friends at cafes/restaurants and entertaining at home. They often buy takeaways, or go shopping for clothes and personal items with Saturday and Thursday being their biggest shopping days,” Mr Jamieson said. See Chart 2

“Many of these regular Outdoor Observers are often in transit, most driving alone in their cars. Over half of this group takes more than 20 minutes to get to and from work, offering outdoor advertisers an attentive audience for an extended period”. See Chart 3

About the Survey
The survey, using Nielsen Media Research’s single-source, multi-media Panorama survey, was conducted from January 2006 to December 2006 based on a sample size of 12,000 people 10 years and over. Panorama multimedia surveys provide insights into media habits, lifestyles, attitudes and product consumption in sectors such as automotive, finance, clothes shopping, FMCG, etc.

About Nielsen Media Research
Nielsen Media Research, a division of The Nielsen Company, is a global leader in advertising information services, while also offering print readership and consumer media research services. Nielsen Media monitors advertising across 12 key markets in the Asia Pacific region: South Korea, China, Hong Kong, Taiwan, Philippines, India, Thailand, Malaysia, Singapore, Indonesia, Australia and New Zealand. For more information, please visit www.nielsenmedia.co.nz.

About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognised brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

ENDS

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