BIG Street’s Delhi Metro Inventory at Line - II a boon for OOH advertisers
Posted on: October 20, 2008
BIG Street unveils the key findings of The Nielsen Company’s independent study on Delhi Metro’s media effectiveness, authorized by DMRC and Sponsored by BIG Street
which is a subsidiary of the Reliance Big Entertainment Limited (RBEL) that operates in the media aggregation space, unveiled the key research findings of an independent study undertaken by The Nielsen Company. The study was sponsored by BIG Street to add value proposition for all its customers. The research was undertaken to measure the effectiveness of DMRC – Line II, as a preferred medium for the advertisers and also to get an understanding of the commuters profile and demographic.
The research which was undertaken by The Nielsen Company – the globally renowned marketing and research firm, has come out with some insightful findings on this stretch of Delhi Metro which has one of the highest footfall stations. The study will help the current and prospective customers to gauge the advantages and the reach of the inventories owned by BIG Street in the DMRC – Line II stretch. The Line-II of DMRC not only has the highest footfall but also an interesting mix of the commuters including Men, Women and Youth. Also since, DMRC advertising is a relatively new medium for OOH agencies and the advertisements are in various forms, the research will help to showcase the potential.
Methodology of the study:
Snapshot of the key findings of this study:
- The study covers all the 10 stations on line 2
- Central Secretariat, Patel Chowk, Rajeev Chowk, New Delhi, Chawri Bazaar, Chandni Chowk, Kashmiri Gate, Civil Lines, Vidhan Sabha and Delhi University
- Interviews were done at the exit points of all the stations
- A structured questionnaire was administered to the people exiting the metro station
- Fieldwork was done on all 7 days of the week, in 2 shifts
- Fieldwork was done at alternate hours during each of these shifts
- A sample size of 1400 interviews were fixed across the 10 stations
- A total of 1460 interviews were conducted across all stations
- On an average, approximately 250, 000 people commute on Line II between Central Secretariat and University Circle on a daily basis. Over 40 percent belong to Socio economic category A.
- The key stations such as Rajiv Chowk, Kashmiri Gate and New Delhi Railway Station have over 3200 peak hour foot falls. The average footfalls per day on all these three stations are over 42000. Kashmiri Gate with 49500 average footfalls per day emerged to be the station with highest footfalls.
- The commuter profile at DMRC includes students, government officials; average age of these commuters is 24-31 years.
- The men and women commuter profile differs across station; Patel Chowk and Central Secretariat with 38 and 39 percent have highest female commuters’ percentage.
- Advertisements displayed across Line II are recalled by the commuter populations differently. The highest recall happens for commuters spending between 10 to 20 minutes on the station.
- Delhi University has over 72 percent commuters traveling four days in a week on the metro.
Speaking about the survey, Mr. Mayank Pande, Regional Business Head – North & East (BIG Street) said, “Our sponsoring this research is in line with our principle of building accountability to our endeavors in the OOH space. We strongly believe in customer centric solutions that are aided by objective data. With this report we can suggest to our advertisers & customers more intelligently. We understand customers look at outcomes, hence measuring outputs is key. This has not only helped us build more reason, but also has enhanced our solutions; creating continuous innovations for impact. This includes Projection Displays, Creative Product Displays / Show Windows, Vending Machines, Product Sampling, Cutting edge displays etc,.”
Adding to this, Ms. Chandana Banerjee, Director – Client Solutions, The Nielsen Company, “Our research shows that almost 40% of the commuters in Line 2 of DMRC belong to Socio-economic class A; they are young with an average age of about 27 years and a sizeable proportion of them are students. Given this profile, this medium is likely to become attractive to marketers having a direct interest in this TG, particularly given the fact that approximately 12% recall having seen any advertising in this relatively new medium, which is quite substantial in the context of any spontaneous outdoor ad recall.”
Commenting further, Mr. Ashish Kumar – Dy. General Manager (Marketing) - DMRC, “DMRC have had a wonderful working relation with BIG Street over the past one year. Through this study, BIG Street has brought out new insights into the overall traffic patterns and commuter profiles on DMRC Line II. This helps to understand backgrounds and demographic profiles of commuters viz age group, occupation, education, mode of reaching the station, etc. BIG Street has contributed to the overall beautification of Line II by maintaining aesthetically pleasing displays. BIG Street is today working together on bringing new ideas and innovation to DMRC for the benefit of the end consumer. By end of Phase – II, DMRC will be a key transit medium catering to more than 2 million commuters per day and will be an ideal location for advertising and reaching out to the people of NCR region.”
About BIG Street:
BIG Street is a subsidiary of the Reliance Big Entertainment Limited (RBEL) that operates in the media aggregation space. In the last 12 months of operations, it has established a dominant position in the Indian out of home industry with a cherry picked set of inventories across key consumer markets in India.
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