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Nielsen Study Shows Boost In Key Adspace Audience Metrics

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Adspace Digital Mall Network, New York-based owner of one of the largest in-mall digital advertising networks in the U.S., is getting increased viewing, according to a new Nielsen audience study.

Adspace Networks, in 137 class A malls and reaching more than 31 million individual shoppers each month, conducts this study every two years, as part of the mandate to be included in the Nielsen 4th Screen Report – which is the standard of audience measurement for the place-based digital video category, and is directly comparable to television audience metrics.

Adspace saw the ‘notice’ of its screens increase from 54.8% in 2007, to 69% in 2009 to 70.7% in 2011. Dwell time in the screen zones increased from 19.4 minutes in 2009 to 22.2 minutes in 2011. Impressions per visit rose from 4.85 to 5.55 between 2009 and 2011. Mean minutes in the mall increased from 84.7 in 2007 to 89.9 in 2009 to 102.6 in 2011.

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