Mall TV finding a large audience

Out-of-home media has gotten a boost from a new survey of Prime Spot Media's shopping mall venture, called Mall TV, that has added full-motion video to its monitor-based service.The survey, conducted last fall by ComQuest, found 87% of consumers noticed Prime...

Out-of-home media has gotten a boost from a new survey of Prime Spot Media’s shopping mall venture, called Mall TV, that has added full-motion video to its monitor-based service.

The survey, conducted last fall by ComQuest, found 87% of consumers noticed Prime Spot’s 28-inch tv monitors placed in shopping mall food courts.

The survey shows 67% of consumers reported they enjoyed the content of material shown on Mall TV, the short-form name for Prime Spot’s Shopping Mall Entertainment Network.

John Snow, ComQuest’s vice-president, says, in the past, programming had been limited to animated segments without sound.

However, national advertisers wanted to use their existing video ads, so the company had to change its methods.

The Shopping Mall Entertainment Network operates tv monitors in Alberta, Ontario and b.c. food courts showing half-minute to two-minute segments of music videos, sports bloopers and highlights, movie trailers and ads

The programming shows 20 minutes of entertainment and advertising repeated three times an hour during mall hours.

A second Prime Spot survey, conducted in December, also by ComQuest, sought to measure the advertising recall of the food court patrons.

Combining aided and unaided recall, the survey found 74% of patrons were able to recall some of the advertising they had seen on Prime Spot’s monitors.

As well, the second survey found 28% of shoppers said the advertising they saw would predispose them to buy something they had seen advertised.

Stephen Davis, president of Prime Spot, says although the company will set up Mall TV locations across the country, Toronto, Montreal and Vancouver are the primary markets.