Screened In: Captivate Audience Grew 8% in 2007
While the audience figure might seem small compared to, say, the 30.7 million viewers who watched the finale of 2007's "American Idol," DiFranza pointed out that it reaches a large proportion (7%) of the working population in those markets, which tend to be dominated by corporate towers with multiple elevators.
This audience is a desirable demo, he says--with an average household income over $100,000, and 60% in professional managerial roles. That means there's a high proportion of "decision makers" who control or advise their company's purchases. 75% fall in the 25-52 age bracket.
As the company's name indicates, the place-based video network reaches a "captive" audience of elevator passengers on a daily basis, offering high frequency for ad messages. The ads are incorporated into a silent, video and text-based broadcast featuring news, stock updates, sports scores and weather, drawn from over 100 major media outlets. Its content partners include USA Today (also owned by Captivate's parent company, Gannett) the A.P., The Washington Post, Wired and CNN.
Geographically, the Captivate Network covers most of America's big and mid-sized cities, including New York, Chicago, Los Angeles, Boston, Philadelphia, Atlanta, Dallas, Houston, Seattle, Minneapolis-St. Paul, Memphis, Miami, Phoenix and Denver. It has also opened Canadian operations in Toronto, Vancouver and Calgary, and a French-language service in Montreal.