Traditional Media Advertising Not Reaching All College Students According to the results of a recent survey conducted by Roper Public Affairs and Media for the InFocus Corporation,
traditional methods of advertising are lost on today’s average 18-24 year old because of (DVRs) and the Internet.
Candace Petersen, Vice President and General Manager, The
University Network, said “(The) results confirm TUN’s success in engaging campus viewers… who don’t consume as much traditional media sources as previous generation.”
The University Network, in over 125 of the largest U.S. university in student unions and recreation centers, conducted the study to measure student engagement and advertising recall. Some
of the key findings revealed:
- Seventy-eight percent of the students recalled one or more of the TUN-placed ads
- 26-59 percent of the students
who saw the ads claimed the only recent TV advertising they saw for a given ad was from TUN.
- Nearly four out of ten ad aware students found the advertising for specific brands on
TUN more effective than on regular television, vs. only one in six who said less effective.
- If interested in purchasing a product, more than twice as many students chose TUN over
campus newspapers as having the greatest impact on their purchasing decision.
- One-third of the ad aware students were more likely to purchase a specific brand after seeing an ad
on TUN.