Sky Atlantic outdoor ads seen by 54% of population, research suggests

By Maisie McCabe, mediaweek.co.uk, 27 May 2011, 01:15PM

An outdoor campaign for recently launched TV channel Sky Atlantic is estimated to have reached 27.5 million adults, more than half the UK adult population, according to research from outdoor media owner Primesight.

Boardwalk Empire: research suggests people who saw the ad are 59% more likely to have watched the show

During the two-week outdoor campaign around the channel's launch in February over half of respondents, or 54%, saw a Sky Atlantic ad which, if applied to the population as a whole, suggests around 27.5 million adults saw an ad.

Those who saw Sky Atlantic ads viewed them an average of three times during the two weeks, which suggests the total number of sightings during the campaign was 82 million.

The research was conducted using Primesight's Primemobile smartphone app which uses GPS mobile tracking to record participants' movements and allows them to react each time a poster attracts their attention.

Of the 350 people involved in the research over a third attributed their awareness of Sky Atlantic to the poster campaign and people who saw a poster featuring 'Boardwalk Empire' were 59% more likely to watch the show than those who did not.

Andrew Mortimer, director of media strategy and planning at BSkyB, said: "This innovative and thoughtful approach to campaign analysis allows us to better understand how consumers interact and engage with our out of home marketing."

Primemobile research is available to all advertisers and brands wanting to find out information about the impact of campaigns and is able to measure the response rates from different groups of people and assess the impact of different ads.

Naren Patel, chief executive of Primesight, said: "As all smartphones are GPRS-enabled we are able to build a detailed understanding of where and when interactions take place adding a level of depth to visibility and recall findings."

This article was first published on mediaweek.co.uk