Nielsen MRT & LRT Survey 2009 - Topline Results by Bing Kimpo

MRT LRT Travel Habits Study Presentation of Findings July 2009

Over 52% of Filipinos in Metro Manila 15+ are mobileâ&#x20AC;Ś

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

90 80 68

62 60 51

50 40 32 30

36 30 31 25

12 13

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 levelsâ&#x20AC;Ś

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Some advertisers shifting to other Media… Ad Minutes:

Ad Minutes:

- 5% TV

- 66% TV

- 17% TV

+ 44% Radio

+ 11% Radio

+ 169% Radio

Ad Spots:

- 12% Print Ad Minutes:

- 27% Print

+ 112% Print Ad Minutes:

- 8% TV

- 20% TV

+ 41% Radio

+ 27% Radio

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

Print 14

Radio

Outdoor

Radio

Cinema 21

DVD 10

Internet

OOH*

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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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!

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

MRT/LRT Riders

73 %

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

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

Age Group 50 +

45 to 49 9

7 9

12 7 5 7

40 to 44 13

35 to 39 14

12 9

30 to 34

25 to 29 20 to 24

18 18

LRT riders are skewed towards the

15 14

15 to 19

TOTAL

LRT1

LRT2

younger age group.

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

53 41 34

Professional

Proprietor

4 5

TOTAL

12 14

4 3

5 2

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

Once a month

33 31

2x a month

3x a month

Once a wk 7 More than once a wk

TOTAL

Train Riders

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

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â&#x20AC;Ś and are more likely to dine out in fast food outlets 89% Less Often

Once a month

92%

Ave: 2x a month

2x a month

3x a month

Once a wk

More than once a wk

TOTAL

Train Riders

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

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Confidential & Proprietary Copyright ÂŠ 2007 The Nielsen Company

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

Watch TV Cook / Bake

Sports

Listen to Music/CD

Watch Video Tapes

Read Books / Magazines

Play card games

Sing

Watch Movies

Shop

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

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Confidential & Proprietary Copyright ÂŠ 2007 The Nielsen Company

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

Badminton

Volleyball

Boxing

Billards / Pool

Tennis

Aerobics / Gymnastics

Swimming

Jogging / Running

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

Newspaper

Radio

Internet

Magazine

Outdoor Mobile

LCD TV (Outdoor)

LCD TV (Indoor)

Outdoor (Fixed)

3 Cinema

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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Top Products Consumed Total Train Riders (in %) 100

96 85

Toothpaste

Toilet Soap

Hair Shampoo

Instant Noodles

Coffee

Softdrinks

Vitamins

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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

84 77

Clock Ads

Inside Train

Train Wraps

Ticket Window

Light Box

Beam Ad

Wall Mount

Pillar Wrap

Turnstile

LCD TV

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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

Everyday

4-6 days a wk

2-3 days a wk

Once a wk

2-3x a month

Once a month

Less Often

Ave: 4x a week

100

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

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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

Early Morning Morning

Total Train

Noon

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

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Afternoon Evening

0 35

4 15

Radio

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

Thank you.

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