MTR Advertising. Reach & Frequency. Quick Reference

Transcription

1 MTR Advertising Reach & Frequency 2008 Quick Reference

2 2 Reach and Frequency Quick Reference 2008 Table of Contents Introduction P.3 MTR Reach & Frequency Table By Network Broadview Network P.4 4-sheet Frequency Network P.5 4-sheet High Impact Network P.5 Trackside 12-sheet Frequency Network P.6 Trackside 12-sheet High Impact Network P.6 Concourse 12-sheet Network P.7 Escalator Crown Standard Network P.7 Concourse & Trackside Plasma TV Network 360 sec P.8 Concourse & Trackside Plasma TV Network 240 sec P.8 Concourse & Trackside Plasma TV Network 180 sec P.9 Concourse & Trackside Plasma TV Network 120 sec P.9

3 Reach and Frequency Quick Reference 2008 Introduction JCDecaux Transport has a long standing commitment to research. Over the years, we have been working with The Nielsen Company to deliver the Reach and Frequency study of MTR Advertising. We are proud to present the MTR Advertising Reach & Frequency - Quick Reference Based on the Nielsen Media Index 2007 and 2007 MTR R&F Study, this Quick Reference aims to give you a better understanding of our network reach and frequency and to guide you through the media planning with us. About Reach and Frequency Study: The findings of the Reach & Frequency Study were obtained through the Hong Kong Media Index, by the Nielsen Company, with a tag-on questions asking respondents about their past 7 days traveling habit (for past week travelers) and the latest traveling habit (for past month travelers) on the MTR Estimates reach and frequency for advertising campaigns at a system wide level or down to a specific zone in individual MTR stations MTR advertising: Enables you to reach a younger and more upscale audience Is equally effective for different products and campaign objectives Provides high reach and viewing frequency Is more cost effective Provides maximum advertising impact Is the most accountable outdoor media in Asia, providing more sophisticated and accurate media advice for advertisers Benefits for MTR advertisers and media agencies: A deeper insight into the demographic profile of MTR audience A concrete measure of MTR advertising reach & frequency An independent means to justify and enhance the use of MTR advertising An ability to conduct cross media evaluations What s more: You can run R&F figures on specific target audience over different durations and weights of campaign at IMS or contact us at / jcdmarketing@jcdecaux.com.hk MTR passenger traffic Please note that the 2007 reach and frequency results are not directly comparable to those of 2006 due to the changes in the variable values of the reach and frequency model in both years. The model takes into consideration of the routing within the MTR stations, probabilities of exposure to the ad sites, waiting time and ad package locations. Observation studies are conducted each year, and any change in these variables will change the reach and frequency estimates from year to year (,000) 2738 Increased 21% Base: All aged Source: Nielsen Media Index: Hong Kong Year-end Report ( ) Reach and Frequency Quick Reference

4 4 Reach and Frequency Quick Reference 2008 In Train Format Broadview Banner Network No. of Panels 400 Panels in trains running Tsuen Wan, Kwun Tong, Island & Tseung Kwan O Lines Duration 3 weeks % of Net Reach Grp Ave Opp Population 000 % % to See PMEB White Collar Blue Collar Student <25K K-45K K <15K K-25K K F1-F3,F4-F F6-F7, Uni Or Above MTR Reach & Frequency Table By Network

5 MTR Reach & Frequency Table By Network Format 4-sheet Frequency Network 4-sheet High Impact Network No. of Panels 185 Panels 245 Panels Duration 3 weeks 3 weeks % of Net Reach Grp Ave Opp Net Reach Grp Ave Opp Population 000 % % to See 000 % % to See PMEB White Collar Blue Collar Student <25K K-45K K <15K K-25K K F1-F3,F4-F F6-F7, Uni Or Above Lower Platform Level, Admiralty Reach and Frequency Quick Reference

6 6 Reach and Frequency Quick Reference 2008 Format Trackside12-sheet Frequency Network Trackside12-sheet High Impact Network No. of Panels 150 panels 240 Panels Duration 3 weeks 3 weeks Platform level, Tai Koo % of Net Reach Grp Ave Opp Net Reach Grp Ave Opp Population % to See % to See 000 % to See % PMEB White Collar Blue Collar Student <25K K-45K K <15K K-25K K F1-F3,F4-F F6-F7, Uni Or Above MTR Reach & Frequency Table By Network

7 MTR Reach & Frequency Table By Network Format Concourse 12-sheet Network Escalator Crown Standard Network No. of Panels 100 Panels 253 Panels Duration 3 weeks 3 weeks % of Net Reach Grp Ave Opp Net Reach Grp Ave Opp Population 000 % % to See 000 % % to See PMEB White Collar Blue Collar Student <25K K-45K K <15K K-25K K F1-F3, F4-F F6-F7, Uni Or Above Concourse Level Near Exit E, Causeway Bay Reach and Frequency Quick Reference

8 8 Reach and Frequency Quick Reference 2008 Worldwide House Concourse Level, Central Format Concourse & Trackside Plasma TVs Concourse & Trackside Plasma TVs No. of Panels 151 TVs in 48 stations 151 TVs in 48 stations Frequency (Total sec per hour) / TVC Duration Heavy (360) / 30 sec Medium (240) / 30 sec Duration 3 weeks 3 weeks % of Net Reach Grp Ave Opp Net Reach Grp Ave Opp Population 000 % % to See 000 % % to See PMEB White Collar Blue Collar Student <25K K-45K K <15K K-25K K F1-F3,F4-F F6-F7, Uni Or Above MTR Reach & Frequency Table By Network

9 MTR Reach & Frequency Table By Network Format Concourse & Trackside Plasma TVs Concourse & Trackside Plasma TVs No. of Panels 151 TVs in 48 stations 151 TVs in 48 stations Frequency (Total sec per hour) / TVC Duration Regular (180) / 30 sec Basic (120) / 30 sec Duration 3 weeks 3 weeks % of Net Reach Grp Ave Opp Net Reach Grp Ave Opp Population 000 % % to See 000 % % to See PMEB White Collar Blue Collar Student <25K K-45K K <15K K-25K K F1-F3,F4-F F6-F7, Uni Or Above Transfer Concourse Level, Central Reach and Frequency Quick Reference

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