Out-of-Home Media India Pvt Ltd has initiated ‘Zoom-In’, a five-part news series on the latest insights of the recently launched OOH Metrics. The newslets highlight five important and useful insights derived from new aspects of the OOH Metrics study. The newslets will be focused on a different and relevant insight each week, which elaborates on the important out-of-home habits like the number of times people visit a particular location, city-wise demographic profile, etc. Zoom-In filters relevant info from the various findings of OOH Metrics and brings them in focus.
OOH Metrics was launched in October 2008 by OOH Media and Nielsen. This is the first, largest and only study conducted in the OOH TV domain in India spanning six key markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad, with a sample size of 14,350 in 175 locations.
Conducted by Nielsen across OOH Media’s networks around the country, the research highlights the fact that Delhiites visit malls seven times a month on an average. Further, the study reveals that the average age of mall goers is 25-26 years, with more than 60 per cent of the visiting audience belonging to the SEC A category. A cumulative weekly traffic count close to a million and more than 170 screens make malls an important cluster on the OOH network in Delhi, which is a great opportunity for advertisers at a time with TV and hoardings lying low.
The study also shows that Pune and Mumbai have very similar patterns with people making an average of 6 and 5 visits to malls, respectively, in each city every month. With over 65 per cent of these from the SEC A category, these cities also offer huge potential in the cluster with a total 180 screens and a cumulative weekly traffic count of over 1.2 million people.
OOH Media has a total of 751 screens and a cumulative weekly traffic count of over 3.5 million in malls like Ansal Plaza, Inorbit, Hypercity, TDI, MMX, etc. across 14 cities.