Arbitron announced the results of a second Portable People Meter pilot test with Mall Radio Network, saying the test demonstrated that its PPM system could be used to track the amount of time shoppers are exposed to Mall Radio Network content and commercials while visiting a mall.
Arbitron encoded Mall Radio Network’s content and used PPM devices, carried by consumers, to detect exposure to audio content and commercials broadcast by Mall Radio Network in the common areas of malls.
Some of the study results:
- The participants in the pilot study spent a considerable amount of time exposed to Mall Radio content in the mall common areas – 44% of their total time in the mall on average.
- Women respondents spent more time in the mall on average than men, but spent a lower percentage of their time in the mall common areas.
- Virtually all of the survey participants (97%) heard the Mall Radio music in the common areas of the mall.
- Almost one-third of participants heard the advertising in the mall.
- The Mall Radio Network promotions or advertising played in the common areas appeared to have a strong influence on purchases made in the mall: Almost 50% of survey participants said they had ever made a purchase based on promotions or advertising played in the common areas.
- Overwhelmingly, the survey participants found the music playing in the common areas to be either just the right volume or slightly too low.
- The Mall Radio Network music made the shopping experience more enjoyable, a majority of survey participants reported.
Since the study was designed both as a methods and technology trial, the results of the PPM survey conducted for Mall Radio Network are not projectable to the universe of mall visitors and are representative only of those surveyed, Arbitron said.
About the Mall Radio PPM Pilot Study: Arbitron encoded Mall Radio Network’s content (music and commercials) at the Sunrise Mall in Massapequa, NY. Arbitron recruited mall shoppers at two entrances at the Sunrise Mall during the study dates of April 20 and 21, 2007. Each participant was given a PPM meter when entering the mall and asked to carry the meter while shopping. The meters were returned to Arbitron staff prior to exiting the mall, when the respondent was asked to complete a short survey. 126 shoppers participated in the study.