More student behaviour revealed

The second Out-Of-Home Consumer Survey (OCS 2), which reveals consumer behaviour in direct relation to Out-of-Home advertising, indicates that, compared to two years ago, students are spending more of their leisure time going to the cinema, with 46% of them looking out for adverts on the latest movies.

"Despite people tightening their pockets, they still understand the importance of downtime and with OCS 2 we needed to understand who was spending more time in cinemas and who was noticing entertainment advertising in the Out-of-Home sphere," said Erik Warburg, MD of Posterscope South Africa, "The survey will enable those in the entertainment marketing sector, especially in music, theatre and cinema, to better understand who will notice their adverts, thus enabling them to tailor their campaigns strategically."

Within the sample of 3000 people interviewed, some interesting facts around entertainment advertising were revealed.

1 in 4 students tends to look out for entertainment adverts.
1 in 4 people working fulltime tends to look out for entertainment ads.
4 out of 10 males tend to look out for cinema adverts.
46% of students tend to look out for cinema adverts
4 out of 10 people who look out for cinema ads fall within the 15-34 year age gap.