Which brand would not want to captivate a market that holds over 40% of spending power in South Africa? One Digital Media’s recent study shows that their Tavern TV network manages to do just that, and it does it very successfully.
One Digital Media’s Tavern TV is a successful advertising platform of digital screen in over 400 taverns in SA. It is estimated that 92 000 people are exposed to Tavern TV monthly.
The audience is predominately from the emerging black middle class with black males between 20 -45 from LSM 5-11.
In April 2011, One Digital Media contracted Freshly Ground Insights to conduct a study on the efficacy of the Tavern TV medium. The findings of the study spell good news for the current brands on this medium and for potential new media who wish to tap into this market. The medium proved highly effective in capturing the attention of the tavern audience, with 70% awareness among respondents. With 64% of respondents visiting the tavern more than once a week, and 39% of respondents spending over 4 hours on an average visit, the tavern is clearly the right place for brands that look for solid exposure. The study also indicated that the se consumers are highly concerned with the status appeal of premium brands.
Finally, the study stressed that the impact of the medium highly depends on the quality of the content. Content should be relevant and sufficiently interesting for the target audience, and that is exactly what the creative team at One Digital Media is committed to deliver.
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