As a follow up to its pilot Footcounter measurement project which took place last year, TLC Unlimited; a Primedia Unlimited company, has completed a broader study in cinemas and gyms.
TLC Unlimited’s Group MD Brett Tucker says; “This ongoing research project is an invaluable measurement tool that is unequivocally proving the reach of the platform. We’ve had several research samples but nothing as concrete as what is now available.
“The advent of this accurate measurement system further justifies investment on our media type and will hopefully assist in moving people’s thinking to so-called ‘non-traditional’ platforms.”
A quick summary of the latest research results which took place over a one month period (13 November – 12 December) revealed that consumers are certainly using the washrooms in the venues researched.
In the Wanderers Planet Fitness venue, 57 928 people entered these washrooms throughout the one month period, equating to 1 930 people each day. At a nominal cost of around R2 400 per month, advertisers have access to huge numbers of people who visit these washrooms every day and who are exposed to TLC Unlimited’s frames. This equates to a duplicated CPT of R41 in a huge dwell time and a very targeted environment.
Similarly, TLC’s Sandton Ster Kinekor venue saw 38 813 people enter its washrooms over the one month period with an average of 1 294 people each day. Advertising in this venue for a one month period is around R3 000 per month, translating into a CPT of R77 per month – this on guaranteed eye balls!
“The footcounters we’ve placed in these venues are showing incredible engagement values which any marketer will be hard pressed to find on any other advertising platform,” says Brett. “The fact of the matter is that consumers are engaging with our platforms and we’re happy to report that we’re not only getting the volume of consumers, but the right target markets are being captured because of the specific lifestyle venues we’ve secured.
Most importantly is the fact that every consumer who enters our washroom engages with the advertisement which is literally located 45 cm from the eye line, with no other distractions for between 30 and 90 seconds,” he says. “The key decider is that the above traffic figures equate to actual engagement, and that’s the media currency we require.”
The platforms also ensure 100% gender and category exclusivity. Venues in the TLC portfolio provide massive reach amongst consumers across all LSM sectors and most importantly guarantee 100% of consumers will read an advert, due to the strategic location of the frames.
“Finally we have unequivocal proof that our platform delivers large reach, guaranteed message transfer and a relevant consumer close to the point of sale which bodes well for proving the efficacy of the washroom media platform as well as its stand out appeal in the broader media marketplace,” concludes Tucker.
TLC Unlimited DNA
TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.