Dallas-based indoorDIRECT, Inc., owner of the Restaurant Entertainment Network, has announced the results of a significant Nielsen audience study that reaffirms the effectiveness of advertising delivered on its network.

According to a company release, the Nielsen study shows that approximately 80 percent of diners view the network during their visit, 53 percent of viewers recalled one or more ads on the network, and on average 65 percent of viewers recalling an ad were more interested in taking action based on the advertising.

The study also found that 45 percent of viewers were more receptive to advertising in restaurants than in movie theaters and 36 percent of viewers were more likely to buy a product or service advertising on the Restaurant Entertainment Network than on television at home.

Nielsen also reinforced a vital advantage in Restaurant Advertising over other media: approximately 35 percent of the viewers were visiting a retail merchant the same day that they viewed the advertising.

"This research provides the advertising agency and client communities with the best available audience and demographic metrics, consistent with OVAB audience measurement guidelines, comparable to other forms of video," said Paul Lindstrom, senior vice president at the Nielsen Company. "It will go far towards helping them understand how this rapidly growing platform integrates with other elements of the their media plans."

"Nielsen has further validated that our DVR/remote-free environment and great programming from more than 100 top media/entertainment sources creates an advertising opportunity with real viewer engagement and impact," said Steven Justman, president of entertainment, marketing and sales for indoorDIRECT. "The Restaurant Entertainment Network offers advertisers the ability to make a powerful last impression to influence purchase prior to a retail visit."