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Arbitron Signs Mall Survey Deal
Mall media specialist EYE has signed an agreement with Arbitron Custom Research to measure the effectiveness of mall-based advertisements and the psychographics of its shoppers.
Arbitron will conduct on-site mall surveys in markets across the US. An adult study will assess the effect of EYE advertising using demographic information and specific behavioural and ad response questions; while separate exit interviews with teenagers will be used to develop Teen Shopper Profiles including media usage, attitudes and intentions, and ad effectiveness.
Arbitron Senior VP Carol Edwards comments: 'Out-of-home advertisers are looking for new ways to understand unique place-based media. In particular, advertisers want to reach teens now to begin building their brand awareness.'
EYE, a part of Ten Network Holdings Limited, specializes in mall media in the United States, but also has out of home businesses in Australia, New Zealand, Indonesia, Singapore and the UK.
Web sites: www.arbitron.com and www.eyecorp.com .
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