Study on out-of-home TV released

Published on Thu, Oct 9, 2008 at 14:28 IST



MUMBAI: Digital media company Out-of-Home  Media (OOH) and research firm Neilsen announced the  release of 'OOH-METRICS', a 14,574-strong sample study on the OOH television domain in six key markets in the country.
The research, which they claim is a first-of-its-kind, has been conducted across 175 locations in the cities of Mumbai, Delhi, Hyderabad, Chennai, Bangalore and Pune from November '07 to August '08.
The locations, divided into three categories -- work (commercial establishments, BPOs and airports), play (multiplexes, bookstores, restaurants and cafes) and shop (malls and hypermarkets) networks -- were studied.
OOH has a network of around 5,500 hi-definition LCD screens across these categories, of which 1,300 are in Mumbai and 1,200 in Delhi.
The cumulative traffic count of OOH in four cities is about 54.6 lakh and about 60% audience is graduate and above, the study said.
More than 60% of audience being exposed to the network is SEC A with its average monthly household income (MHI) being more than Rs 20,000.
"Out-of-home is the kind of media with which you can focus on the SEC A segment that constitutes 10% of the population," Nielsen Managing Director South Asia Partha Rakshit told reporters here.