Outdoor Reaches Tweenagers

Outdoor research can be as effective at reaching 10-14 year olds, or “Tweenagers” as 16-24 year olds, according to new research by JCDecaux. POSTAR research shows that the average recall for campaigns among 16-24 year olds is around 60%, while recall among tweenagers for a Muller Corner campaign was found by JC Decaux to be 57%.

The research also showed that the same level of tweenagers, around two thirds, see posters every week, the same exposure level as 16-24 year olds. In response to two pieces of research carried out by his company on the subject, JCDecaux’s marketing director David McEvoy commented: “With the television market becoming exceptionally cluttered for toys, games and sweets, posters represent a real alternative to target this market. With 85% of tweenies expressing a real wish to see more posters that are relevant to them, there is a massive opportunity for a tweenie advertiser to make a real difference.”

Until now it has been hard to prove the efficacy of outdoor advertising in reaching this age group is below the minimum age of 16 covered by POSTAR research. JC Decaux carried out both a qualiative and a quantiative study into the area.

Qualiative research was carried out in the form of focus groups of housewives with children. Anecdotal evidence showed that children not only noticed brands advertised in outdoor locations but also that they influenced their parents purchasing decisions as a result. JCDecaux states that this age group now has a combined spending power of £3bn per annum and “is increasingly renowned for making its own purchase decisions.”

In addition, quantiative research was carried out through the Fox Kids UK website, asking children about Muller’s 6 sheet campaign featuring Tony the Tiger and the CocoPops monkey.

JCDecaux: 0207 298 8000 www.jcdecaux.com

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