'Other vehicles' is the next most recalled 'object' with 16 per cent, followed by buildings (14 per cent), people (10 per cent) and outdoor advertising (8 per cent). In an attempt to address a dearth of tracking data in relation to bus advertising in Hong Kong, Buspak commissioned TNS to look into how well consumers recalled buses based on the "psychology of motion".
"We're trying to make the channel more accountable and measureable, and we believe the numbers act as a key selling benefit to advertisers," said Bernard Kam, group sales and marketing director, Buspak Advertising.
Buspak has also commissioned a reach and frequency study. The results are not expected to be released until May. "In Hong Kong, it is the first study of its kind, but even up to this date, there hasn't been a single method that is globally accepted, compared with TV, print and even MTR, which all have their accepted reach and frequency methods."
Buses pip 'other vehicles' in TNS' HK motion study
Transit advertising company Buspak Advertising has unveiled the results of a commissioned study, which show 24 per cent of consumers recall buses after a 30-second observation period, the highest recall rate.
