Ad recall higher in malls - Titan

Ad recall is three times greater in malls than the high street, according to research conducted by Lawes Consulting on behalf of Titan Outdoor.

The research showed customers in shopping centres have more purchasing power than those on the high street.

Fifty-seven per cent of shoppers in Bluewater, Kent, and the Bullring, Birmingham, are ABC1, compared with 51% on the high street.

ABC1s were more than twice as likely to prefer shopping in a mall rather than a high street, according to the research.

The study also found four out of five respondents showed higher arousal levels towards ads in malls than on the high street. The research involved four discussion groups, two in Kent and two in Birmingham, with 15 people using heart-rate monitors and 530 respondents in a quantitative survey.

Titan has ad contracts at 90 shopping malls in the UK.

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