Out-of-Home Media and Nielsen announces OOH Metrics

India Infoline News Service / Mumbai Oct 08, 2008 14:22
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This is the study conducted in the OOH TV domain in India spanning 6 key markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad with a sample size of 14574 in 175 locations.

Out-of-Home Media (India) Pvt Ltd and The Nielsen Company announce OOH Metrics, the first ever large research on Digital Out-of-Home TV Media in India.

This is the study conducted in the OOH TV domain in India spanning 6 key markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad with a sample size of 14574 in 175 locations.

This path breaking research profiles the likely audience as well as substantiates reach figures.

MODUS OPERANDI
 Research was conducted across 6 key cities across India in 175 locations in the 3 location-verticals of OOH Media where their screens are present viz:
Work (commercial properties, BPO/ITES, SME)
Shop (Lifestyle stores, Malls, Supermarkets)
Play (Multiplexes, Gyms, Restaurants, Bookstores)

 The study comprises of:
·Audience profiling of consumers visiting the location
Insights from consumer behavior of Audience in different networks of Work, Shop and Play
Insights  / understanding audience response towards OOH screen to gauge screen/ad recall
Some of the key highlights of the research that came about are:
1) Average Weekly Reach of OOH Network in Mumbai, Delhi, Bangalore and Pune is 54.6 Lakhs
2) 90% of the audience across Mumbai, Delhi, Bangalore, Pune, Chennai & Hyderabad recalled the OOH screen
3) 90% of the audience surveyed recalled any Ad being played on the OOH screen
4) Average presence of SEC A Audiences in all the six locations is above 60%
5) On an average an employee moves in & out of the OOH work locations at least 4 times a day. Therefore, on an average per day opportunity to interact with OOH Media screens is 7 to 8 minutes depending on the vertical space across each city.