After five years of ground work, the India Outdoor Survey (IOS), even though only for Mumbai, is finally here. Media Research Users’ Council (MRUC) and Hansa Research launched the first ever IOS findings on June 15, 2009. After the Mumbai launch, MRUC and Hansa Research plan the Pune launch in a month’s time. They have cautioned that monsoon could play spoil sport in this but the efforts are on. At the same time, MRUC and Hansa have informed that the Delhi IOS, which is also in the pipeline, could take another year.
The survey had covered over 4500 sites of nearly 1000 stretches. Over 70 site parameters, for these 4500 sites in Mumbai, were collected and collated in a duration of nine months, with over 50 field executives. Range finder for measuring distances, binoculars for site dimensions, GPS meters for latitude and longitude, digital, still and video cameras were some of the technologies behind IOS.
TV has highest reach; Outdoor is the fourth highest
The IOS shows that the outdoor media has the fourth highest reach in Mumbai, as compared to any other media. The key findings of the survey in terms of overall media reach shows that the reach of television is the highest followed by C&S, print and outdoor. According to the survey, the overall media reach in Mumbai is 94 per cent, of which television (one week) has 86 per cent reach, cable & satellite (viewed week) has 80 per cent reach, while print (total readership) has 67 per cent of the reach and outdoor (IOS stretch) has 66 per cent reach. According to the survey, radio (one week), internet (one month) and cinema (past six months) have 31, 10 and 8 per cent reach respectively.
Outdoor has highest difference in gender reach
In the gender-based reach parameters, the IOS 2009 Mumbai shows that even as the media reach is higher among males across mediums, the reach difference between the genders is far higher in outdoor media. The overall media reach for the male audience is 96 per cent, and for female, it is 92 per cent.
Outdoor (IOS stretches) is at 77 per cent reach for men and 50 per cent for women.
In comparison, television reach (past one week) for both men and women is at 85 and 86 per cent. The print reach is no different as compared to the outdoor with 77 per cent for men and 55 per cent reach for women. Radio reach (one week) shows 34 per cent for men and 28 per cent for women while internet (last one month) shows 14 per cent and 6 per cent for men and women respectively.
Reach is higher among the youth
Media reach is higher among younger audiences. The IOS shows that outdoor’s reach distribution is more or less comparable to print. The findings show that among the 15-19 age group, the outdoor reach is 69 per cent; among 20-29, it is 71 per cent; it is 65 per cent for the age group 30-49 and for 50+, it is at 57 per cent. If television is considered, the reach among 15-19 and 20-29 age group are 92 and 85 per cent respectively.
Cable & Satellite (one week) for the age group of 15-19 is at 85 per cent reach; 20-29 age group has 79 per cent of the reach while people of 30-49 and the 50 plus age group have 78 per cent and 79 per cent respectively.
Radio (one week) for the age group of 15-19 has 40 per cent reach, while age group of 20-29 and 30-49 and 50+ have reach of 35, 29 and 22 per cent respectively. The internet (last one month) reach in the age group of 15-19, 20-29, 30-49 and 50+ are at 18 per cent, 17 per cent, 7 per cent and 4 per cent reach respectively.
No major difference in by SEC reach; Working class has a higher outdoor reach
The outdoor media has the fourth highest reach in terms of SEC. The overall media reach in Mumbai for SEC A is 99 per cent, B+C is 97 per cent and D+E is 89 per cent. In outdoor (IOS stretches), SEC A is at 69 per cent, SEC B+C is at 68 per cent and SEC D+E is at 63 per cent.
According to the IOS 2009 Mumbai findings, the working class has higher outdoor reach as compared to the non-working class and students. However, there is a significant difference in the working status. The survey shows that outdoor has 81 per cent reach among the working class. But among the non-working class, outdoor has 42 percent reach while outdoor media has 76 per cent reach among students.
The IOS 2009 for Mumbai also studied the travel behaviour, and found that 67 per cent of the consumers walk while 13 per cent travel by bus, 8 per cent use three-wheelers and 7 per cent take taxi or car and 6 per cent commute by two-wheelers. The study also found that on an average, a Mumbaikar makes 11 journeys in a week and during these 11 journeys, he covers 49 stretches. This excludes modes such as train and bicycle.
According to the survey there is a significant difference in journeys as well as stretches travelled, wherein women walk more and use more three-wheelers as compared to men. The findings show that 61 per cent men walk as compared to 79 per cent women; when it comes to two-wheelers, 8 per cent of men use this mode of transport while only 1 per cent of women use this mode of transport; 8 per cent of both men and women use three-wheelers. Also 15 per cent men and 9 per cent women use buses as their mode of transport and 8 per cent men and 3 per cent women use car or taxi as their mode of transport.
To summarise, outdoor reach is close to print reach. All classes show more or less equal propensity to travel, so outdoor is suitable for most of the classes. Men travel more than women, and working people and students travel more than non-working class.
The patron sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG. The effort took almost five years.