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MRT LRT Travel Habits Study Presentation of Findings July 2009

Confidential & Proprietary • Copyright © 2007 The Nielsen Company


Over 52% of Filipinos in Metro Manila 15+ are mobile‌

Working, 41

4.2 million Filipinos in Metro Manila 15+ spend most of their days out of home

Not Working, 47

Students , 12

Universe: 7,935,000 Metro Manila Residents, 15yrs & up

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Exposure to Out-of-Home Media grew over time… 100

93

96

90 80 68

70

63

62 60 51

47

50 40 32 30

36 30 31 25

25

18

20

12 13

10

5

1

0 TV*

Outdoor**

Radio*

Internet***

Cable TV*

Newspaper*

Cinema**

VCD/DVD** 2004

Magazine* 2009

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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2008 Advertising Expenditure

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2008 Philippine Media Spend Landscape Share of Media Ad Spend 2008 Print 7%

OOH 2%

Radio 18%

TV 73% Note: OOH includes Nielsen Monitoring of Billboard in 4 Areas in Metro Manila, Trains Advertising from Trackworks/MPAS and LCD TV from Focus Media

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Some advertisers sustaining Ad Spend levels‌

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Some advertisers shifting to other Media… Ad Minutes:

Ad Minutes:

Ad Minutes:

- 5% TV

- 66% TV

- 17% TV

+ 44% Radio

+ 11% Radio

+ 169% Radio

Ad Spots:

Ad Spots:

Ad Spots:

- 12% Print Ad Minutes:

- 27% Print

+ 112% Print Ad Minutes:

- 8% TV

- 20% TV

+ 41% Radio

+ 27% Radio

Ad Spots:

Ad Spots:

- 13% Print

- 40% Print

Some advertisers downsizing on Media Placements… Ad Spots: - 24% TV + 24% Radio - 52% Print

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Disconnect between consumption & spend Total Population, 10+ TV

29

TV

Print 14

73

Radio

Print

Outdoor

21

Radio

Cinema 21

18

DVD 10

Internet

OOH*

5

Weekly Media Audience (% Share)

7 2

Media Spend (Jan-Dec ‘08) (% Share) Source: Nielsen Media Index Study

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Bridging the Gap Advertising Information Audience Measurement Strategic Decision Systems

Consumer

Media Touch Points

Advertiser/ Agency

Media Owner

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There is still limited metrics on Out-of-Home Media… MRT/LRT Study is the first OOH metrics to date. MEDIA TV RADIO NEWSPAPERS MAGAZINE INTERNET CINEMA MOBILE PHONES OUT-OF-HOME MEDIA

AVAILABILITY

      

MRT caters more to the 25 to 49 age segment. TV Audience Measurement Radio Audience Measurement Nielsen Media Index Nielsen Media Index Yahoo!-Nielsen Net Index Nielsen Media Index Nielsen Mobile Index

BILLBOARDS

NO METRICS TO DATE

BUS/TAXI SHOPPING MALLS SUPERMARKETS LCD TV DISPLAYS MRT/LRT

 

PROPRIETARY / COMMISSIONED BY A CLIENT

Nielsen-Trackworks/MPAS MRT & LRT Study

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Confidential & Proprietary Copyright © 2007 The Nielsen Company


IN PARTNERSHIP WITH

MRT – LRT Travel Habits Study which aims to:

Determine WHO MRT/LRT riders are

Establish WHAT are the habits & train ridership patterns of MRT/LRT riders

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Know HOW to reach your target market!

Confidential & Proprietary Copyright © 2007 The Nielsen Company


MRT & LRT Travel Habits Study Scope of Information            

Demographic Profile of riders Frequency of riding Recency of riding Estimated number of riders per station Incidence of having OFW in the family Exposure to other types of media Type of train tickets purchased Types of Ads seen inside MRT/LRT stations Usual time of riding MRT/LRT trains Time spent in riding MRT/LRT Reach & Frequency analysis Products used most often in selected categories • • • • • • • • • •

Hair Shampoos Toilet Soaps Vitamins Coffee Softdrinks Instant Noodles Toothpaste Fastfood Telecom Credit Card

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Getting to Know the Train Riders

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Train Riders in Metro Manila Projected estimate of 5,787,000 Metro Manila residents

27

MRT/LRT Riders

73 %

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Train Profile MRT caters more to the 25 to 49 age segment.

Age Group 50 +

10

8

11

13

9

45 to 49 9

5

11

7 9

12 7 5 7

40 to 44 13

14

16

35 to 39 14

15

12 9

17

30 to 34

21

25 to 29 20 to 24

15

18 18

LRT riders are skewed towards the

15 14

15 to 19

12

TOTAL

27

28

LRT1

LRT2

younger age group.

5

MRT

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Train Profile MRT riders are predominantly white collar and blue collar workers.

Occupation 7

Student

16 12

30 42

Non-Working

19 16

Blue Collar

White Collar

9

53 41 34

26

Professional

Proprietor

15

21

4 5

TOTAL

12 14

5

4 3

5 2

9

MRT

LRT1

LRT2

LRT1 riders are more likely students. LRT 2 riders are largely composed of students and entrepreneurs.

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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MRT and LRT have unique markets but they appear to complement each other MRT • caters more to the 25 to 49 age segment. • predominantly working group consisting of white and blue collar workers

LRT1 • skewed towards 10 to 24 age segment • more likely students LRT2 • skewed towards 10 to 24 and 50+ age segment • largely consists of students and entrepreneurs Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Train Riders are more likely to go to malls 87% Less Often

92%

Ave: 2x a month

7

8

Once a month

33 31

2x a month

3x a month

25

Once a wk 7 More than once a wk

26

6

14

17

2

2

TOTAL

Train Riders

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


‌ and are more likely to dine out in fast food outlets 89% Less Often

Once a month

6

27

92%

Ave: 2x a month

7

28

2x a month

3x a month

Once a wk

More than once a wk

24

10

24

10

18

19

3

4

TOTAL

Train Riders

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Train riders devote their spare time to TV Viewing, Cooking, Sports & Listening to Music 83

Watch TV Cook / Bake

14

Sports

13

Listen to Music/CD

12

Watch Video Tapes

8

Read Books / Magazines

5

Play card games

5

Sing

4

Watch Movies

4

Shop

3

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Basketball, Badminton and Volleyball are the top 3 sports train riders are engaged in. Basketball

45

Badminton

18

Volleyball

15

Boxing

8

Billards / Pool

3

Tennis

2

Aerobics / Gymnastics

2

Swimming

2

Jogging / Running

2

Bowling

1 Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Train Riders tend to be…    

Physically conscious Information and Technology Driven Cautious Buyers Movie fanatics

?

STATEMENTS THAT DEFINE TRAIN RIDERS

SCORES

It Is Important To Be Attractive To The Opposite Sex

107

I Am A Regular Cinema Goer

105

When I Need Information, The First Place I Look Is The Internet

103

I Ask People's Advice Before Buying New Things

103

I Spend A Lot Of Money On Toiletries And Cosmetics

103

People Come To Me For Advice Before Buying New Things

102

I Can Not Resist Buying Magazines

102 Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+

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Top Media Exposed to Yesterday Total Train Riders (in %) 88

67

35

31

16

TV

Newspaper

Radio

Internet

14

Magazine

Outdoor Mobile

10

LCD TV (Outdoor)

9

LCD TV (Indoor)

5

Outdoor (Fixed)

3 Cinema

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Top Products Consumed Total Train Riders (in %) 100

98

96 85

81

79

44

Toothpaste

Toilet Soap

Hair Shampoo

Instant Noodles

Coffee

Softdrinks

Vitamins

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Top Train Ads Seen in the Past Week Total Train Riders (in %) 92 85

84 77

Clock Ads

Inside Train

Train Wraps

Ticket Window

76

75

Light Box

Beam Ad

71

70

69

69

Wall Mount

Pillar Wrap

Turnstile

LCD TV

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Frequency of Riding Trains Total Train Riders (in %) 7

Everyday

4-6 days a wk

24

10

2-3 days a wk

16

Once a wk

2-3x a month

0

Once a month

0

Less Often

0

0

10

20

Ave: 4x a week

30

40

50

60

70

80

90

100

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Confidential & Proprietary Copyright Š 2007 The Nielsen Company


02 :0 02 0 :4 02 03 5 - :1 5 :3 03 04 0 - :0 0 :1 03 5 : 05 - 0 4 5 :0 4 : 05 0 - 3 0 :4 05 06 5 - :1 5 :3 06 07 0 - :0 0 :1 06 08 5 - :4 5 :0 07 08 0 - :3 0 :4 08 5 : 09 - 0 1 5 :3 9 : 10 0 - 0 0 :1 09 11 5 - :4 5 :0 10 11 0 - :3 0 :4 11 12 5 - :1 5 :3 12 13 0 - :0 0 :1 12 14 5 - :4 5 :0 13 0 : 14 - 1 3 0 :4 4 : 15 5 - 1 5 :3 15 16 0 - :0 0 :1 15 17 5 - :4 5 :0 16 17 0 - :3 0 :4 17 18 5 - :1 5 :3 18 0 : 19 - 1 0 0 :1 8 : 20 5 - 4 5 :0 19 20 0 - :3 0 :4 20 21 5 - :1 5 :3 21 22 0 - :0 0 :1 21 23 5 - :4 5 :0 22 23 0 - :3 0 :4 23 5 : 00 - 0 1 5 :3 0 : 01 0 - 0 0 :1 00 5 :4 -0 5 1: 30

TOTAL Train Riders Total Week, 12mn - 12mn

8

Early Morning Morning

Total Train

Noon

TV

*Base: All MRT/LRT riders at least 1x a week, 15+ (1,000)

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Afternoon Evening

6

2

0 35

30

25

20

4 15

10

5

0

Radio

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

Confidential & Proprietary Copyright Š 2007 The Nielsen Company


Thank you.

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Confidential & Proprietary

Copyright © 2007 The NielsenCompany Company Confidential & Proprietary • Copyright © 2007 The Nielsen


Nielsen MRT & LRT Survey 2009 - Topline Results