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Buzztime Reaches 10.7 Million Viewers According to Nielsen

Author: WireSpring on 2008-10-15 10:16:18

This press release says:

NTN Buzztime, Inc. (AMEX: NTN) , an out-of-home interactive entertainment company, has verified the reach of its audience on screens in bars and restaurants across the country. Advertisers looking at more effective ways to connect with consumers will find these in-depth results useful for a more targeted and effective advertising buy. Resulting from a study conducted by The Nielsen Company, Buzztime's brand and advertising impact directly connects with more than 10.7 million viewers and 1.14 million Buzztime players who interacted with Buzztime(R) games during a four-week time period in their local eating establishment.

The socially interactive nature of Buzztime is one of the key reasons for strong brand awareness when ads are seen around Buzztime's game content. Buzztime players customarily play in groups averaging 2.3 people. Because game play engages the entire group so does the associated advertising.

Buzztime audiences viewed/played for 45.8 minutes per session; while Buzztime PlayersPlus(R) members stayed engaged for an average of 62.8 minutes per visit. This significant amount of game play exposes Buzztime players to more advertising messages. PlayersPlus members are those registered with Buzztime's loyalty program where members amass points and prizes for frequent game play.

Our take:

Buzztime is an interesting company to watch. For a while they existed primarily outside of the digital signage "mainstream," if there is such a thing. They had some financial difficulties, and were often lumped in with less-successful small publicly-traded companies like LimeLight. However, over time it looks like they've had some success with their blend of advertising and entertainment aimed at bars and restaurants.

We do think that the mix of interactive content will make their screens more relevant to viewers, and we wonder what effect this has on the effectiveness of the advertising -- in other words, does interacting with the screen make a viewer more likely to remember and/or be influenced by an ad versus simply seeing it on TV or a non-interactive digital sign?


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