TV Minuto, one of the digital products offered by Eletromidia, had a 76% approval rating from users of lines 1, 2 and 3 of the São Paulo (SP) subway. According to a survey carried out by Instituto Datafolha, in addition to the high approval rating, 71% of respondents consider the displayed content relevant and 99% have already seen TV Minuto screens.
According to the analysis, about eight out of ten respondents, in each aspect, consider the medium to be modern, useful and reliable, in addition to having interesting and beautiful advertisements, and helping to pass the time during the trip. The study also revealed that 67% of passengers pay close attention to advertisements displayed through this medium.
Regarding the content displayed on the screens, 41% of respondents stated that Local News and Culture are the topics that most attract the attention of passengers. Subjects such as the World (38%), Brazil (37%), Technology and Science (18%) and Pop Economy (12%) were other topics highlighted by users.
“The research reinforces our expertise and leadership in the media advertising market Out Of Home, offering relevant content amid the displacement of the population on a daily basis. Proof of this is that the study shows us that 53% of respondents have already purchased a product or service seen in advertisements on subway TVs”, emphasizes Alexandre Guerrero, CEO of Eletromidia.
With the objective of unraveling the users’ opinion about the service, the study used a quantitative methodology, carried out in a panel of Internet users, with interviews online, by applying a self-completed questionnaire. The average time to apply the questionnaire was 8 minutes. The survey included men and women, over 18 years old and from all economic classes.
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