SkyMedia :: Tray table advertising, airplane media, media buy, highest recall rate







	SAAB INDEPENDANT RESEARCH STUDY CONFIRMS AWARNESS AMONG 9-7X LINE AND TRAY TABLES Click here to request a copy AUGUST 5, 2005 PHOENIX, AZ — Results and analysis of the GM Saab survey came in today and relayed much of what additional research has all ready conncluded: Tray Tables work. The purpose of the present study was to investigate the exposure rate and recall of airplane tray table advertisements. The advertisements studied were from General Motors Saab division. The study was a 30-minute recall of tray table advertisements. During the month of July 2005, the home office of Triad Consulting, Inc. constructed questionnaires for the research process. Dr. Mark Guadagnoli developed the survey in conjunction with Michael Levens (Marketing Manager, GM Saab) and Nick Pajic (President & CEO SkyMedia International, LLC).

KEY POINTS:

Tray table recognition rate was 88%, indicating a strong memory for the advertisements.

Tray tables were remembered more than other forms of advertisement

Individuals tended to like the tray table advertisements more than other forms of advertisements.

In addition to remembering the advertisements, most individuals felt they learned more about Saab by seeing the tray tables

The survey was constructed in a standard funnel method in which the questions went from general to specific. Early questions were general and provided neither cues nor hints to the respondents. These types of questions are considered unaided because the respondent has no aid (cue or hint) in answering the question. For example, “Did you see any advertisements?” would be considered an unaided question. The next set of questions was more specific and aided. That is, respondents were provided cues or hints with the question. For example, “Did you see an advertisement for Saab on your tray table?” would be considered an aided question.

The data yielded several important findings: 84% of the passengers surveyed used a tray table during the flight. Of these passengers, 92% recalled seeing an advertisement. Another 8% of those individuals who did not use their tray tables reported seeing and remembering ads from other people’s tray tables. By combining all these findings, it was determined that within one hour following a flight, 85% of all passengers surveyed reported seeing tray table advertisements. This level of advertisement acknowledgement is extremely favorable, especially compared to other media that have acknowledgement rates as low as 4-14%.

SAAB INDEPENDANT RESEARCH STUDY CONFIRMS AWARNESS AMONG 9-7X LINE AND TRAY TABLES Click here to request a copy AUGUST 5, 2005

SAAB INDEPENDANT RESEARCH STUDY CONFIRMS AWARNESS AMONG 9-7X LINE AND TRAY TABLES

Click here to request a copy

AUGUST 5, 2005