MTR Advertising. Reach & Frequency. Quick Reference

MTR Advertising Reach & Frequency 2008 Quick Reference

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

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 2008. 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 2111 0111 / jcdmarketing@jcdecaux.com.hk. 3400 3200 3000 MTR passenger traffic 3059 3134 3322 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. 2800 2600 (,000) 2738 Increased 21% 2005 2006 2007 2008 Base: All aged 12-64 Source: Nielsen Media Index: Hong Kong Year-end Report (2005 2008) Reach and Frequency Quick Reference 2008 3

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 12-64 5284 100.0 3232 61.2 675.7 11.1 15-19 508 9.6 380 74.8 838.7 11.2 20-29 769 14.6 564 73.3 1020.8 13.9 30-39 1213 23.0 722 59.6 675.0 11.3 40-49 1282 24.3 739 57.7 652.1 11.3 50-59 896 17.0 473 52.8 492.7 9.3 60-64 384 7.3 209 54.7 345.3 6.3 PMEB 904 17.1 571 63.2 777.2 12.3 White Collar 971 18.4 748 77.1 1056.6 13.7 Blue Collar 1517 28.7 870 57.4 669.7 11.7 Student 675 12.8 464 68.8 667.3 9.7 <25K 3161 59.8 1819 57.6 609.2 10.6 25K-45K 1073 20.3 753 70.2 857.8 12.2 45K+ 837 15.8 545 65.3 786.8 12.1 <15K 2226 42.1 1394 62.7 773.7 12.4 15K-25K 490 9.3 340 69.6 967.2 13.9 25K+ 874 16.5 561 64.2 741.6 11.6 F1-F3,F4-F5 2815 53.3 1663 59.1 613.9 10.4 F6-F7, Uni Or Above 1564 29.6 1137 72.7 943.7 13.0 MTR Reach & Frequency Table By Network

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 12-64 5284 100.0 3699 70.0 2077.5 29.7 3718 70.4 2368.8 33.7 15-19 508 9.6 419 82.5 2330.5 28.3 418 82.3 2777.2 33.7 20-29 769 14.6 629 81.8 3263.3 39.9 625 81.3 3708.8 45.6 30-39 1213 23.0 835 68.9 2220.3 32.2 841 69.4 2518.8 36.3 40-49 1282 24.3 851 66.4 1937.3 29.2 851 66.4 2199.6 33.1 50-59 896 17.0 552 61.6 1473.9 23.9 543 60.7 1651.3 27.2 60-64 384 7.3 251 65.6 1130.5 17.2 274 71.5 1224.9 17.1 PMEB 904 17.1 671 74.2 2529.2 34.1 667 73.8 2824.5 38.3 White Collar 971 18.4 821 84.6 3319.9 39.3 828 85.3 3707.6 43.5 Blue Collar 1517 28.7 974 64.2 1899.0 29.6 974 64.2 2191.9 34.1 Student 675 12.8 527 78.1 2080.1 26.6 531 78.7 2509.2 31.9 <25K 3161 59.8 2057 65.1 1826.0 28.1 2085 66.0 2080.2 31.5 25K-45K 1073 20.3 862 80.4 2582.5 32.1 856 79.8 3035.0 38.0 45K+ 837 15.8 638 76.3 2740.7 35.9 637 76.2 3000.9 39.4 <15K 2226 42.1 1548 69.5 2274.8 32.7 1551 69.7 2587.3 37.1 15K-25K 490 9.3 383 78.4 2877.8 36.7 382 78.2 3324.2 42.5 25K+ 874 16.5 664 76.0 2562.0 33.7 661 75.7 2759.0 36.4 F1-F3,F4-F5 2815 53.3 1934 68.7 1843.3 26.8 1934 68.7 2114.5 30.8 F6-F7, Uni Or Above 1564 29.6 1290 82.5 3079.9 37.3 1282 82.0 3445.7 42.0 Lower Platform Level, Admiralty Reach and Frequency Quick Reference 2008 5

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 % 12-64 5284 100.0 3257 61.7 793.1 12.9 3555 67.3 1331.6 19.8 15-19 508 9.6 373 73.5 903.1 12.3 406 80.0 1520.9 19.0 20-29 769 14.6 561 73.0 1296.3 17.8 614 79.8 2162.8 27.1 30-39 1213 23.0 739 61.0 833.0 13.7 806 66.5 1400.3 21.1 40-49 1282 24.3 750 58.5 745.8 12.8 818 63.8 1263.4 19.8 50-59 896 17.0 480 53.6 550.3 10.3 526 58.7 918.6 15.6 60-64 384 7.3 205 53.6 350.6 6.5 227 59.4 601.3 10.1 PMEB 904 17.1 601 66.5 1027.4 15.5 651 72.1 1725.0 23.9 White Collar 971 18.4 759 78.3 1298.6 16.6 812 83.7 2199.8 26.3 Blue Collar 1517 28.7 860 56.7 714.5 12.6 946 62.4 1209.5 19.4 Student 675 12.8 462 68.5 779.9 11.4 504 74.7 1268.7 17.0 <25K 3161 59.8 1789 56.6 654.8 11.6 1965 62.2 1103.8 17.8 25K-45K 1073 20.3 776 72.3 1069.1 14.8 836 77.9 1783.8 22.9 45K+ 837 15.8 571 68.3 1081.3 15.8 621 74.2 1818.8 24.5 <15K 2226 42.1 1386 62.3 854.3 13.7 1508 67.8 1445.5 21.3 15K-25K 490 9.3 350 71.5 1172.6 16.4 377 77.0 1950.0 25.3 25K+ 874 16.5 592 67.8 1034.8 15.3 643 73.7 1758.9 23.9 F1-F3,F4-F5 2815 53.3 1676 59.5 682.0 11.5 1849 65.7 1147.0 17.5 F6-F7, Uni Or Above 1564 29.6 1182 75.6 1228.1 16.3 1264 80.9 2064.5 25.5 MTR Reach & Frequency Table By Network

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 12-64 5284 100.0 3540 67.0 1394.4 20.8 3306 62.6 929.4 14.9 15-19 508 9.6 409 80.5 1615.1 20.1 386 76.1 1053.8 13.9 20-29 769 14.6 605 78.7 2112.2 26.8 576 75.0 1432.1 19.1 30-39 1213 23.0 772 63.7 1445.5 22.7 759 62.6 992.4 15.9 40-49 1282 24.3 812 63.4 1303.0 20.6 735 57.4 874.9 15.3 50-59 896 17.0 524 58.6 1035.4 17.7 485 54.2 681.1 12.6 60-64 384 7.3 255 66.6 764.4 11.5 215 56.1 472.2 8.4 PMEB 904 17.1 640 70.8 1666.7 23.5 603 66.7 1176.6 17.6 White Collar 971 18.4 794 81.8 2188.3 26.8 753 77.6 1427.2 18.4 Blue Collar 1517 28.7 924 60.9 1274.0 20.9 874 57.6 858.9 14.9 Student 675 12.8 517 76.6 1446.8 18.9 480 71.2 883.7 12.4 <25K 3161 59.8 1994 63.1 1210.3 19.2 1838 58.2 792.8 13.6 25K-45K 1073 20.3 833 77.7 1773.0 22.8 765 71.4 1217.8 17.1 45K+ 837 15.8 609 72.9 1827.3 25.1 575 68.7 1196.3 17.4 <15K 2226 42.1 1474 66.2 1509.1 22.8 1402 63.0 1013.2 16.1 15K-25K 490 9.3 379 77.4 1944.2 25.1 345 70.6 1259.5 17.8 25K+ 874 16.5 630 72.2 1706.0 23.6 595 68.2 1169.1 17.2 F1-F3, F4-F5 2815 53.3 1825 64.9 1246.1 19.2 1699 60.4 815.4 13.5 F6-F7, Uni Or Above 1564 29.6 1241 79.4 2015.6 25.4 1177 75.3 1384.2 18.4 Concourse Level Near Exit E, Causeway Bay Reach and Frequency Quick Reference 2008 7

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 12-64 5284 100.0 2978 56.4 649.7 11.5 2617 49.5 417.7 8.4 15-19 508 9.6 333 65.6 734.3 11.2 294 57.9 472.1 8.2 20-29 769 14.6 546 71.0 1041.4 14.7 500 65.1 669.5 10.3 30-39 1213 23.0 681 56.2 661.2 11.8 600 49.5 425.0 8.6 40-49 1282 24.3 686 53.6 629.4 11.8 598 46.7 404.6 8.7 50-59 896 17.0 435 48.6 455.3 9.4 378 42.2 292.7 6.9 60-64 384 7.3 176 46.1 341.4 7.4 142 37.2 219.4 5.9 PMEB 904 17.1 559 61.8 838.3 13.6 501 55.5 538.9 9.7 White Collar 971 18.4 715 73.7 1043.1 14.2 652 67.2 670.5 10.0 Blue Collar 1517 28.7 775 51.1 595.4 11.7 680 44.9 382.8 8.5 Student 675 12.8 404 59.8 613.2 10.3 352 52.2 394.2 7.6 <25K 3161 59.8 1595 50.5 535.9 10.6 1386 43.9 344.5 7.9 25K-45K 1073 20.3 727 67.8 871.0 12.8 650 60.7 559.9 9.2 45K+ 837 15.8 540 64.6 880.8 13.6 485 58.0 566.2 9.8 <15K 2226 42.1 1261 56.6 702.9 12.4 1122 50.4 451.9 9.0 15K-25K 490 9.3 330 67.4 980.7 14.6 299 61.1 630.5 10.3 25K+ 874 16.5 551 63.1 819.0 13.0 490 56.2 526.5 9.4 F1-F3,F4-F5 2815 53.3 1501 53.4 565.6 10.6 1303 46.3 363.6 7.9 F6-F7, Uni Or Above 1564 29.6 1118 71.5 987.1 13.8 1017 65.0 634.6 9.8 MTR Reach & Frequency Table By Network

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 12-64 5284 100.0 2324 44.0 307.8 7.0 1904 36.1 201.6 5.6 15-19 508 9.6 265 52.2 347.8 6.7 220 43.4 227.9 5.3 20-29 769 14.6 460 59.8 493.3 8.3 394 51.3 323.2 6.3 30-39 1213 23.0 536 44.2 313.2 7.1 440 36.3 205.2 5.7 40-49 1282 24.3 530 41.3 298.2 7.2 435 33.9 195.3 5.8 50-59 896 17.0 323 36.1 215.7 6.0 254 28.4 141.3 5.0 60-64 384 7.3 118 31.0 161.7 5.2 87 22.9 105.9 4.6 PMEB 904 17.1 456 50.5 397.1 7.9 387 42.9 260.2 6.1 White Collar 971 18.4 596 61.5 494.1 8.0 510 52.6 323.7 6.2 Blue Collar 1517 28.7 603 39.8 282.1 7.1 490 32.3 184.8 5.7 Student 675 12.8 314 46.5 290.5 6.2 255 37.9 190.3 5.0 <25K 3161 59.8 1222 38.7 253.8 6.6 984 31.2 166.3 5.3 25K-45K 1073 20.3 584 54.5 412.6 7.6 489 45.6 270.3 5.9 45K+ 837 15.8 443 53.0 417.2 7.9 378 45.2 273.4 6.1 <15K 2226 42.1 1006 45.2 333.0 7.4 833 37.4 218.2 5.8 15K-25K 490 9.3 274 56.0 464.6 8.3 234 47.8 304.4 6.4 25K+ 874 16.5 443 50.8 387.9 7.6 374 42.9 254.2 5.9 F1-F3,F4-F5 2815 53.3 1145 40.7 267.9 6.6 923 32.8 175.5 5.4 F6-F7, Uni Or Above 1564 29.6 931 59.5 467.6 7.9 792 50.7 306.4 6.1 Transfer Concourse Level, Central Reach and Frequency Quick Reference 2008 9