The Big Impression: September's Top 10 Out of Home campaigns

Chart-topper BT TV used Game of Thrones to promote its service on large-format roadside billboards
Chart-topper BT TV used Game of Thrones to promote its service on large-format roadside billboards

David Peters head of planning, Primesight

‘The Big Impression’ initiative has really resonated within the marketplace. We have received great feedback from the industry, as it is highlighting that advertisers investing in broadcast out-of-home are being rewarded with higher brand recall.

There has always been great desire to be able to measure the success of campaigns in OOH and The Big Impression, along with other research tools available from media owners, including Primesight’s very own Primemobile Live studies, are a great means of giving clients and their agencies what they want.

Furthermore, an investment in traditional billboards and 6-sheets has been a core strand of Primesight’s strategy over 2017, so it is rewarding to see proof that clients investing in these formats are achieving strong results in the form of awareness and fame that we know they deliver.

1 BT TV (Small- and large-format roadside) 188
2 Now TV (Large-format roadside) 161
3 Scottish Widows (Small- and large-format roadside) 158
4 EE (Small- and large-format roadside) 155
5 McDonald’s (Small- and large-format roadside) 154
6 KFC ‘Nashville Hot’ (Small- and large-format roadside) 149
7 BT Sport (Large-format roadside and bus) 135
8 Lloyds Bank (Large-format roadside) 132
9 Peugeot (Large-format roadside) 130
10 Tesco (Large-format roadside) 118

*"100" represents the average recall score for all measured national out of home campaigns (12) in the tested period. 

This chart lists the out-of-home campaigns which had the greatest recall in the period 11 September-8 October 2017. All data supplied by Opinium

All data supplied by Opinium


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