"Hotels are joining airports and office buildings as prime media touch points for brands targeting upscale individuals," said Diane Williams, Senior Media Research Analyst for Arbitron Inc. "E-GuideTV proved to be an effective method for capturing travelers' attention as the viewership and advertising recall rates demonstrated."
The E-GuideTV channel is made available to hotel guests in their rooms and features at-a-glance TV programming information alongside relevant entertainment content and targeted advertising.
"The Arbitron Case Study validates E-GuideTV as a valuable resource for both in-room hotel guests and advertisers," said EGS President and CEO Christopher S. Stark, Sr. "E-GuideTV brings the traditional television viewing experience right into guests' home-away-from-home. We've known hotel guests have been excited about this new amenity, and the Arbitron Study further confirms that it's being well received and used. Content is king, and that's why E-GuideTV provides tremendous value to both consumers and advertisers."
In this viewership study, Arbitron reports 97% of viewers found E-GuideTV helpful. Seventy percent of hotel guests aged 18 or older tuned to E-GuideTV at least once in a 24-hour period. The average number of views per day was 3.5, and the average length of stay at the hotel was three days.
Other key findings indicated:
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E-GuideTV delivers a high concentration of wealthy, educated consumers. Twenty-one percent of U.S. adults have an annual household income of $100,000 or more and 26% have a four-year college degree or higher, but 30% of E-GuideTV viewers have an income in that range and 46% match that level of education.
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Advertising placed on E-GuideTV is in a particularly good position to speak to consumers when they are receptive to traveler-related messages. Over half of E-GuideTV viewers (51%) are planning their next trip during their current stay.
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--E-GuideTV viewers spend money in the local economy. Nearly all (96%) E-GuideTV viewers eat in a restaurant during their trip. Over two-thirds (67%) engage in local activities including sightseeing, sports events and amusement parks. More than half (55%) go shopping during their hotel stay.
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One-in-two E-GuideTV viewers could recall an ad. More than half (51%) of all E-GuideTV viewers could successfully recall at least one of the four ads tested.
Furthermore, the study suggests advertisers can use E-GuideTV to drive consumers to their web sites for more in-depth messaging, as 43% of E-GuideTV viewers use a computer during their hotel stay.
Arbitron's media planning implications within the study suggest television commercials need to actively pursue their audience; place-based TV should be a part of any serious Out-of-Home campaign.
The study results also suggest advertisers looking to target travelers and affluent consumers should consider hotel-based television.
"This study proves that place-based advertising in hotel rooms is an extremely effective way for advertisers to reach a highly desirable demographic," said Ed Pearson, President of Vertical Media Holdings, which is contracted to sell advertising space on E-GuideTV. "E-GuideTV is at the forefront of this movement, which has a very promising future."
The Arbitron survey was conducted in April of 2010.
