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  • We have more clear evidence that Bus is the most seen medium in town (amongst motorists)
  • Longer exposure results in higher levels of noticeability – Mega Rears are the most effective site type in this respect
  • Movement really adds to adverts being noticed by respondents
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Verify Eye Tracking Study

The Eye Tracking study

  • The latest advanced eye tracking equipment was used
  • It measures the exact visual response of the participants
  • The automated system is based on state of the art measuring machines with measurement precision smaller than 0.1 mm
  • Yellow dots are superimposed on film to track the actual eye movements of the 400 + participants

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    Methodology

  • 40 + hours of drive footage taken
  • Encompasses London, Birmingham and Edinburgh
  • 337 participants in total
  • For each ad measured
    • Time in view
    • Maximum per second attention level
    • Overall average attention level
  • 3925 “ad contacts” in total
  • Commissioned for proof of performance of Bus advertising
  • Allows us to create averages for individual site type encounters

 

An average T-Side encounter

  • Average T-Side in view for 3.83 seconds
  • Maximum per second attention level = 92%
  • Average per second attention level = 33.6%
  • Average net reach = 59%
  • (Total number of seconds in view = 69)

 

An average Superside encounter

  • Average in view for 3.5 seconds
  • Maximum per second attention level = 88%
  • Average per second attention level = 55%
  • Average net reach = 64%
  • (Total number of seconds in view = 39)

 

A typical Mega Rear encounter

  • Average Mega Rear in view for 10.4 seconds
  • Maximum attention per second = 99%
  • Average attention per second = 71%
  • Average net reach = 82%
  • (Total number of seconds in view = 52)

 

A typical Lower Rear encounter

  • In view for 6.9 seconds
  • Maximum per second attention level = 98%
  • Average per second attention level = 46.6%
  • Average net reach = 53%
  • (Total number of seconds in view = 76)

Formats used