Top Story

e4m_logo.png

Home >> Out-of-home >> Article

OOH Media and The Nielsen Company jointly present the residential research

10-February-2009
Font Size   16
OOH Media and The Nielsen Company jointly present the residential research

Out-of-Home Media (India) Pvt Ltd and The Nielsen Company have released the findings of the residential research conducted across locations in Mumbai and Gurgaon. The research is an extension of OOH Metrics, the first ever research on digital out-of-home media in India released last year.

The residential research covers a sample size of over 1,700 in 30 locations where OOH screens are present. The research was conducted in last quarter of 2008. The study comprises out-of-home lifestyle of the audience, audience profiling of Mumbai and Gurgaon, and insights on audience behaviour.

Key highlights of the research are frequency of visits. The highest average frequency for visiting a location is for gyms – five times a week. 48 per cent of the residents in Mumbai across areas visit restaurants once a week. 36 per cent occupants visit malls once in 15 days. The time spent and average time spent is highest for multiplexes – more than three hours. More than 45 per cent spend 1-2 hours in malls and restaurants. On an average, people spend more than an hour in bookstores, gyms and beauty parlours.

The findings of the research captures the major shift in lifestyle that is taking place in urban India, with people increasingly spending more time outside their homes, in places like malls, multiplexes, gyms, restaurants, etc. For advertisers, this creates new challenges, since traditional media may be falling short in reaching out this target group.

According to Niloufer Dundh, Central Sales Officer, OOH Media, “The residential research will help media planners and advertisers understand the out-of-home lifestyle of their target audience. The need of the hour is out-of-home TV, which has to be an integral part of the media plan of any advertiser to get the desired results.”

With changes in the social trends, consumer lifestyle and media fragmentation, OOH TV has emerged as the medium of the future. This medium communicates in a non-intrusive manner to the Indian consumers in out-of-home locations, where they have started spending a considerable chunk of their personal/ work time. In a nutshell, this medium reaches out at various touch points in the 24-hour media cycle or in a day in the life of the consumer. And while the OOH TV media industry has grown considerably within a span of two years in terms of business, there was a conspicuous lacuna to measure reach of the medium as well as profile of the audience.

Tags

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India