Paul Simon (Letters, MW November 8) recognises the difficulty faced by television in reaching 16 to 34-year-olds, but he is wrong to state that they are elusive. They just happen to spend a great deal of time out of their homes – and looking at posters.
Using Adshel as an example of what can be achieved using outdoor. Postar shows this age group is 20 per cent more likely than the rest of the population to pass a site.
Our research towards the Adshel Research Monitor, in conjunction with Millward Brown, demonstrates that recognition of Adshel campaigns is on average 30 per cent greater among 16 to 34-year-olds than the rest of the population.
The answer to the issue therefore is simple – if you want to reach 16 to 34-year-olds, use the outdoor industry.