Two Sources Show that Mall Traffic in High End Shopping Centers has Remained Stable for the Past Four Years

NEW YORK – September 30, 2014 – Adspace Networks Inc., the largest digital place-based video network in the country, will now rely solely on Nielsen’s On Location data to track monthly traffic trends for its mall network.

Previously, Adspace Networks used ShopperTrak’s National Retail Traffic Index (NRTI) for mall property traffic data trends. With the NRTI being discontinued, Adspace will use Nielsen On Location data to track traffic moving forward. When compared, the traffic figures reported by Nielsen closely align with those previously provided by ShopperTrak. Both sources support the position that total property traffic has been stable for the past four years, as seen in the graph below. 

*Adspace Digital Mall Network traffic estimates incorporate data from and copyrighted by Nielsen Scarborough.

Source: Nielsen

“Traffic figures reported by Nielsen will only include Adspace’s mall footprint,” said Paul Lindstrom, Nielsen’s SVP On Location Solutions. “This average mall level data will allow for a more accurate evaluation of the traffic projection in Adspace’s malls.”

 In order to calculate gross traffic estimates, Nielsen Scarborough’s reported unique monthly visitors are modeled using several factors from custom Nielsen research and other non-Nielsen sources.  The factors, including visit frequency, are based in part on in-person interviews conducted during an in-mall custom Nielsen study commissioned by Adspace. This type of mall level detail helps to more accurately project traffic in Adspace’s footprint.

“It is very clear that high end malls are thriving and represent a very stable media environment from a traffic perspective,” said Bill Ketcham, Executive Vice President/CMO of Adspace. “The mall developers are doing a great job of adapting the experience in America’s best malls to exceed the evolving shopping and entertainment expectations of today’s consumer, and digital media is a big part of that.”