Topline MRT & LRTStudy 2009 (For Press Briefing)

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Presentation to Media of Nielsen's Topline Report on its survey of MRT and LRT advertising.

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Topline MRT & LRTStudy 2009 (For Press Briefing)

  1. 1. MRT LRT Travel Habits Study Presentation of Findings July 2009 Confidential & Proprietary • Copyright © 2007 The Nielsen Company
  2. 2. Over 52% of Filipinos in Metro Manila 15+ are mobile… Working, 41 Not 4.2 million Filipinos in Metro Manila 15+ Working, 47 spend most of their days out of home Students , 12 Universe: 7,935,000 Metro Manila Residents, 15yrs & up Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 2 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  3. 3. Exposure to Out-of-Home Media grew over time… 100 96 93 90 80 70 68 62 63 60 51 50 47 40 36 32 30 31 30 25 25 20 18 12 13 10 5 1 0 TV* Outdoor** Radio* Internet*** Cable TV* Newspaper* Cinema** VCD/DVD** Magazine* 2004 2009 Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 3 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  4. 4. 2008 Advertising Expenditure Page 4 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  5. 5. 2008 Philippine Media Spend Landscape Share of Media Ad Spend 2008 Print OOH 7% 2% Radio 18% TV 73% Note: OOH includes Nielsen Monitoring of Billboard in 4 Areas in Metro Manila, Trains Advertising from Trackworks/MPAS and LCD TV from Focus Media Page 5 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  6. 6. Some advertisers sustaining Ad Spend levels… Page 6 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  7. 7. Some advertisers shifting to other Media… Ad Minutes: Ad Minutes: Ad Minutes: - 5% TV - 66% TV - 17% TV + 44% Radio + 11% Radio + 169% Radio Ad Spots: Ad Spots: Ad Spots: - 12% Print - 27% Print + 112% Print Ad Minutes: Ad Minutes: - 8% TV - 20% TV + 41% Radio + 27% Radio Ad Spots: Ad Spots: - 13% Print - 40% Print Some advertisers downsizing on Media Placements… Ad Spots: - 24% TV + 24% Radio - 52% Print Page 7 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  8. 8. Disconnect between consumption & spend Total Population, 10+ TV 29 TV Print 14 73 Radio Print 21 Outdoor Cinema Radio 21 DVD 18 10 OOH* Internet 7 5 2 Weekly Media Audience Media Spend (Jan-Dec ‘08) (% Share) (% Share) Source: Nielsen Media Index Study Page 8 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  9. 9. Bridging the Gap Advertising Information Audience Measurement Strategic Decision Systems Consumer Media Touch Points Advertiser/ Media Owner Agency Page 9 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  10. 10. There is still limited metrics on Out-of-Home Media… MRT/LRT Study is the first OOH metrics to date. MEDIA AVAILABILITY MRT caters more to the 25 to 49 age segment. TV  TV Audience Measurement RADIO  Radio Audience Measurement NEWSPAPERS  Nielsen Media Index MAGAZINE  Nielsen Media Index INTERNET  Yahoo!-Nielsen Net Index CINEMA  Nielsen Media Index MOBILE PHONES  Nielsen Mobile Index OUT-OF-HOME MEDIA BILLBOARDS BUS/TAXI NO METRICS TO DATE SHOPPING MALLS SUPERMARKETS LCD TV DISPLAYS  PROPRIETARY / COMMISSIONED BY A CLIENT MRT/LRT  Nielsen-Trackworks/MPAS MRT & LRT Study Page 10 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  11. 11. IN PARTNERSHIP WITH MRT – LRT Travel Habits Study which aims to: Determine WHO Establish WHAT are Know HOW to reach MRT/LRT riders are the habits & train your target market! ridership patterns of MRT/LRT riders Page 11 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  12. 12. MRT & LRT Travel Habits Study Scope of Information  Demographic Profile of riders  Frequency of riding  Recency of riding  Estimated number of riders per station  Incidence of having OFW in the family  Exposure to other types of media  Type of train tickets purchased  Types of Ads seen inside MRT/LRT stations  Usual time of riding MRT/LRT trains  Time spent in riding MRT/LRT  Reach & Frequency analysis  Products used most often in selected categories • Hair Shampoos • Toilet Soaps • Vitamins • Coffee • Softdrinks • Instant Noodles • Toothpaste • Fastfood • Telecom • Credit Card Page 12 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  13. 13. Getting to Know the Train Riders Page 13 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  14. 14. Train Riders in Metro Manila Projected estimate of 5,787,000 Metro Manila residents 27 MRT/LRT Riders 73 % Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 14 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  15. 15. Train Profile MRT caters more to the 25 to Age Group 49 age segment. 5 10 8 50 + 12 9 11 13 7 7 45 to 49 5 9 9 11 7 40 to 44 13 16 12 14 35 to 39 9 15 14 30 to 34 17 21 15 18 25 to 29 18 20 to 24 15 LRT riders are skewed towards the 14 27 28 younger age group. 15 to 19 12 5 TOTAL MRT LRT1 LRT2 Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 15 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  16. 16. Train Profile MRT riders are predominantly Occupation white collar and blue collar 7 workers. Student 16 12 30 42 Non-Working 19 16 Blue Collar 53 9 41 White Collar 34 26 Professional 12 15 21 LRT1 riders are more likely students. 14 5 Proprietor 4 LRT 2 riders are largely composed of 4 5 9 5 3 2 students and entrepreneurs. TOTAL MRT LRT1 LRT2 Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 16 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  17. 17. MRT and LRT have unique markets but they appear to complement each other MRT • caters more to the 25 to 49 age segment. • predominantly working group consisting of white and blue collar workers LRT1 • skewed towards 10 to 24 age segment • more likely students LRT2 • skewed towards 10 to 24 and 50+ age segment • largely consists of students and entrepreneurs Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 17 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  18. 18. Train Riders are more likely to go to malls Ave: 2x a month 92% 87% 7 Less Often 8 Once a month 33 31 2x a month 3x a month 26 25 Once a wk 6 7 More than once 14 17 a wk 2 2 TOTAL Train Riders Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 18 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  19. 19. … and are more likely to dine out in fast food outlets Ave: 2x a month 89% 92% 7 6 Less Often 28 Once a month 27 2x a month 24 24 3x a month 10 Once a wk 10 18 19 More than once a wk 3 4 TOTAL Train Riders Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 19 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  20. 20. Train riders devote their spare time to TV Viewing, Cooking, Sports & Listening to Music Watch TV 83 Cook / Bake 14 Sports 13 Listen to 12 Music/CD Watch Video 8 Tapes Read Books / 5 Magazines Play card games 5 Sing 4 Watch Movies 4 Shop 3 Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 20 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  21. 21. Basketball, Badminton and Volleyball are the top 3 sports train riders are engaged in. Basketball 45 Badminton 18 Volleyball 15 Boxing 8 Billards / Pool 3 Tennis 2 Aerobics / 2 Gymnastics Swimming 2 Jogging / Running 2 Bowling 1 Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 21 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  22. 22. Train Riders tend to be…  Physically conscious ?  Information and Technology Driven  Cautious Buyers  Movie fanatics STATEMENTS THAT DEFINE TRAIN RIDERS SCORES It Is Important To Be Attractive To The Opposite Sex 107 I Am A Regular Cinema Goer 105 When I Need Information, The First Place I Look Is The Internet 103 I Ask People's Advice Before Buying New Things 103 I Spend A Lot Of Money On Toiletries And Cosmetics 103 People Come To Me For Advice Before Buying New Things 102 I Can Not Resist Buying Magazines 102 Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+ Page 22 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  23. 23. Top Media Exposed to Yesterday Total Train Riders (in %) 88 67 35 31 16 14 10 9 5 3 TV Newspaper Radio Internet Magazine Outdoor LCD TV LCD TV Outdoor Cinema Mobile (Outdoor) (Indoor) (Fixed) Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 23 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  24. 24. Top Products Consumed Total Train Riders (in %) 100 98 96 85 81 79 44 Toothpaste Toilet Soap Hair Shampoo Instant Noodles Coffee Softdrinks Vitamins Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 24 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  25. 25. Top Train Ads Seen in the Past Week Total Train Riders (in %) 92 85 84 77 76 75 71 70 69 69 Clock Ads Inside Train Train Wraps Ticket Light Box Beam Ad Wall Mount Pillar Wrap Turnstile LCD TV Window Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 25 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  26. 26. Frequency of Riding Trains Total Train Riders (in %) Everyday 7 4-6 days a wk 24 2-3 days a wk 10 Once a wk 16 Ave: 4x a week 2-3x a month 0 Once a month 0 Less Often 0 0 10 20 30 40 50 60 70 80 90 100 Source: Nielsen-Trackworks/MPAS MRT & LRT Study Page 26 Confidential & Proprietary Copyright © 2007 The Nielsen Company
  27. 27. 02 :0 02 0 - :4 02 0 2 4 6 8 03 5 - :1 5 :3 03 04 0 - :0 0 :1 03 5 : 05 - 0 4 5 :0 4 : 05 0 - 3 0 :4 05 06 5 - :1 5 :3 06 07 0 - :0 0 Early Morning :1 06 08 5 - :4 5 :0 07 08 0 - :3 0 :4 08 5 : 09 - 0 1 5 :3 9 : 10 0 - 0 0 :1 09 11 5 - :4 5 Total Week, 12mn - 12mn :0 10 *Base: All MRT/LRT riders at least 1x a week, 15+ (1,000) 11 0 - :3 0 :4 11 12 5 - :1 5 :3 12 13 0 - :0 0 :1 12 Morning TOTAL Train Riders 14 5 - :4 5 :0 13 Total Train 0 : 14 - 1 3 0 :4 4 : 15 5 - 1 5 :3 15 Page 27 16 0 - :0 0 :1 15 TV 17 5 - :4 5 :0 16 17 0 - :3 0 Noon :4 17 18 5 - :1 5 :3 18 0 : Radio 19 - 1 0 0 :1 8 : 20 5 - 4 5 :0 19 20 0 - :3 0 :4 20 21 5 - :1 5 :3 21 Afternoon 22 0 - :0 0 :1 21 23 5 - :4 5 :0 22 23 0 - :3 0 :4 23 5 : 00 - 0 1 5 :3 0 : 01 0 - 0 0 :1 00 5 :4 -0 5 1: 30 Evening 0 5 10 15 20 25 30 35 Confidential & Proprietary Copyright © 2007 The Nielsen Company Source: Nielsen-Trackworks/MPAS MRT & LRT Study
  28. 28. Thank you. Page 28 Confidential & Proprietary Confidential & Proprietary • Copyright © 2007 The Nielsen Company Copyright © 2007 The Nielsen Company

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