New Data on the Call of the Mall

If the claims being made by the Simon Property Group are true, there are some signficant experiential marketing opportunities being missed across the United States. Simon is involved in 247 shopping malls across 37 states, and is making some pretty hefty claims as the result of its new Arbitron "Simon Malls Shopper Profile". This from the press release:

Americans are five times more likely to visit a Simon Mall than to attend a ticketed sporting event, including Major League baseball, NFL football, NBA basketball, NHL hockey, NASCAR, Major League soccer, NCAA events, major tennis events and the PGA combined.

There are some other startling claims, that should probably be taken with a grain of salt:

  • Simon’s one-month reach exceeds national newspaper weekly reach.

  • Simon’s net reach is comparable to, or exceeds, major weekly national magazines.
  • Of course, some of the results do seem self-evident:

  • Teens and 18-24 year olds are more likely to make their purchasing decisions while at the mall while older shoppers tend to decide before they get to the mall. (see So Your Daughter's a Mall Rat)

  • 72% of Simon M1s distinctly recall seeing mall advertising in the corridors.
  • 75% of Simon M1s are aware of audio in the corridors and walkways and awareness of signage is high.
  • Four out of five Simon Shoppers would find a kiosk with sales and promotional literature to be useful.
  • In