Simon Malls, an Attractive Alternative to Traditional Advertising
New Arbitron Study Shows Simon Rivals Print, Radio and TV
INDIANAPOLIS, May 20 /PRNewswire-FirstCall/ -- Simon Brand Ventures -- the
business-to-consumer arm of Simon Property Group (NYSE: SPG), the largest
shopping mall owner, developer, manager and marketer in America -- provides an
attractive alternative to traditional advertising.
To prove the effectiveness of mall marketing, Simon worked with Arbitron,
Inc. to develop a study detailing consumer profiles -- the format used by
major advertisers - that demonstrate Simon's increasing power as a marketing
medium. With approximately two billion consumer visits annually, Simon's
network of 247 shopping properties in 37 states has a reach and
point-of-purchase impact many traditional advertising mediums can't match,
including The New York Times, USA Today, Sports Illustrated and TV Guide.
"To advertisers who only look at traditional mediums, Simon Malls' reach
will be compelling and eye-opening," said Stewart Stockdale, president of
Simon Brand Ventures and chief marketing officer of Simon Property Group. "In
Boston, for example, Simon Malls reach 68 percent of the adult market in a
3-month period, rivaling the Boston Globe and the major television networks."
Simon's penetration is particularly high among consumers in key markets:
Simon's Penetration In Key Markets (DMAs)
Percent of Adults 18+
Who Shop at Simon Malls
Market (DMA(R)) in the Past 3 Months
Indianapolis 68 %
Boston 68 %
Atlanta 57 %
Philadelphia 57 %
Miami 47 %
New York 45 %
Dallas 29 %
Chicago 23 %
Washington, DC 22 %
Houston 22 %
Los Angeles 17 %
Source: Arbitron Inc.: Simon Malls Shopper Profile; Scarborough,
Release 2 - 2003
It's no secret that advertisers are struggling to link a clear return on
investment. The Arbitron study demonstrates that advertising at Simon Malls
offers a national footprint, significant market penetration in key DMAs and
tremendous consumer reach.
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. And malls have their own brand of experiential
entertainment as the "community center" where friends and family spend
significant time socializing, eating and having fun while choosing what to
According to Stockdale, many of the nation's top brands, including Coke,
Visa, Nestle, M&M Mars, MCI and Cingular have already shifted traditional
advertising dollars to experiential advertising programs at Simon.
"We traditionally think of media and retail as two distinct things.
However, this study reveals that shopping malls, and Simon Media in
particular, should be seen as an effective media platform where consumers can
be found and targeted when purchasing decisions are being made and where those
decisions are acted upon," said Bill Rose, vice president and general manager,
Arbitron New Ventures.
Mall advertising is a particularly effective medium for swaying the
purchasing decisions of young Americans at the most crucial moment.
According to Arbitron, teens and 18-24 year olds are more likely to make their
purchasing decisions while at the mall. Older shoppers tend to decide what to
purchase before arriving, but not necessarily which brand. The last chance
for advertisers to change shoppers' minds is while consumers are at the mall,
on the way to making a purchase. On-mall advertising recall among shoppers is
high, and its ability to alter consumer behavior is significant. Among
Simon's core shopper base, nearly half (48%) reported being motivated to visit
a specific store by promotional based on-mall advertising.
Arbitron's custom study: Simon Malls Shopper Profile can be viewed online
at: www.simon.com/arbitron. In addition, the Simon Mall audience can now be
analyzed by any agency or advertiser with access to Scarborough data via
Telmar and IMS media planning software.
About Simon Property Group
Simon Property Group, Inc. (NYSE: SPG), headquartered in Indianapolis,
Indiana, is a real estate investment trust engaged in the ownership,
development and management of income-producing properties, primarily regional
malls and community shopping centers. Through its subsidiary partnerships, it
currently owns or has an interest in 247 properties in North America
containing an aggregate of 192 million square feet of gross leasable area in
37 states plus Canada and Puerto Rico. The Company also holds interests in 48
assets in Europe (in France, Italy, Poland and Portugal). Additional Simon
Property Group information is available at www.simon.com.
About Simon Brand Ventures
Simon Brand Ventures (SBV), Simon's business-to-consumer arm, has
pioneered the transformation of shopping malls into a medium where consumer
brands can build one-on-one relationships with more than 100 million shoppers
who make approximately 2 billion visits to Simon Malls each year. Simon's
vast franchise of market-leading shopping centers nationwide provides SBV the
foundation to monetize the distribution system through numerous consumer
ventures. SBV has engaged in a number of consumer business initiatives,
including nationwide roll-out of the Simon Giftcard(TM), launch of Simon
platform programs such as Simon Kidgits Club(TM), Simon Super Chefs Live!(TM)
and Simon DTour Live(TM), a national media delivery channel including
experiential marketing methods, and multiple national and local marketing
alliances with Coca-Cola, VISA U.S.A., and Cingular Wireless, among others.
Arbitron Inc. (NYSE: ARB) is an international media and marketing research
firm serving radio broadcasters, cable companies, advertisers, advertising
agencies and outdoor advertising companies in the United States, Mexico and
Europe. Arbitron's core businesses are measuring network and local market
radio audiences across the United States; surveying the retail, media and
product patterns of local market consumers; and providing application software
used for analyzing media audience and marketing information data. Arbitron
Internet Broadcast Services measures the audiences of audio and video content
on the Internet, commonly known as webcasts. The Company is developing the
Portable People Meter, a new technology for radio, television and cable
Arbitron's marketing and business units are supported by a world-renowned
research and technology organization located in Columbia, Maryland. Arbitron
has approximately 900 full-time employees; its executive offices are located
in New York City.
Through its Scarborough Research joint venture with VNU, Inc., Arbitron
also provides media and marketing research services to the broadcast
television, magazine, newspaper, outdoor and online industries.
SOURCE Simon Property Group, Inc.; Simon Brand Ventures
/CONTACT: Sarah Heffernan, +1-314-982-8680, or Billie Scott,
+1-317-263-7148, both for Simon Property Group, Inc./