Rush Hour Train

When the names LRT and MRT are heard of, one can always associate it with rush hour. For years now, the LRT and MRT systems has helped millions of Filipinos. Being favored by majority of Filipino commuters, the train systems around the metro that o�ers uninterrupted and elevated tra�c, which is more-than-a-feet away down from the congested roads of the city, is the most preferred transporta-tion of us. LRT and MRT stations are packed by di�erent people of di�erent backgrounds. Students, workers, foreign visitors – you name it, you can �nd one inside it; and even food kiosks and a surplus of non-traditional advertisements around it.

But then again, as an advertising company, marketing in train stations can be tricky. Train passengers are like creatures in the sea, you know you can catch some but you don’t know exactly which �sh will take your bait.

Which is why the objective (primarily) of this report is to provide insights about MRT and LRT ridership pro�le that includes their demographics and lifestyle.

The contents of this report are gathered through di�erent means and forms of acquiring market intelligence: random direct interviews and online interviews in forum sites that recount the respondents' personal experiences of riding the MRT and LRT train lines – particularly the e�ectiveness of advertising e�orts within the train stations.

Second, to determine how companies make use of Out-of-Home (OOH) advertis-ing in the train stations and its e�ectiveness in terms of top-of-mind recall.

During the creation of this report, a supplemental study from Nielsen Media Research, the trusted name in advertising research in the Philippines, called MRT and LRT Travel Habits, as well as to various advertising suppliers that have truly helped in the completion of this report.

Foreword

The system is operated by the Light Rail Transit Authority (LRTA), a government-owned and controlled corporation under the authority of the Department of Transportation and Communications (DOTC) as an attached agency. It is responsible for the construction, operation, maintenance and/ or lease of light rail transit systems in the Philippines.

Being the pioneer of the industry since 1984, LRTA has become the country's prime mover in the rail transport sector serving the needs of millions of Filipinos by exploring avenues where the LRT system could continuously provide e�cient transport services while promoting economy and e�ciency of operations.

Mandate

• By virtue of Executive Order No. 603, the Light Rail Transit Authority was created to be primarily respon-sible for the construction, operation, maintenance and/or lease of LRT Systems in the Philippines.

Mission

• To pursue excellence in the provision of quality mass transport and related services in the metropolitan areas of the country in a safe, reliable, cost-e�ective, caring, integrated, and ecologically responsible manner.

Vision

• To be the institution in the field of mass rail transit system and be in continuous pursuit of excellence in the provision of safe, reliable, e�cient and e�ective mass rail transit services for optimum customer's satisfaction.

The LRT Pro�le

On July 12, 1980, the country’s president, Ferdinand E. Marcos, created the Light Rail Transit Authority (LRTA) as a government agency con�ned to activities that determined policies, regulation of fares, and execution of the transit's system. The project was called Metrorail and was operated by a sister company of the former tramway company Meralco, called Metro, Inc.

The Chairman was the then First Lady and Governor of Metro Manila, Imelda Romualdez Marcos.

Construction of the line started in October 1981, and was the responsibility of CDCP (Construction and Development Corporation of the Philippines), with assist-ance from the Swiss �rm of Losinger and the American company Dravo, the latter, through its Philippine subsidiary.

The government appointed Electrowatt Engineering Services of Zurich (Switzerland) to manage and supervise the project. Electrowatt set up o�ces in Manila and became responsible for extension studies of the system which eventu-ally comprised 150 km of routes along all major corridors in about 20 years time.

Brief History

The LRTA is an agency attached to the Department of Transportation and Com-munications (DOTC) and is governed by a nine-man Board of Directors. At the helm of the organization is the Administrator who is supported by �ve (5) key Departments namely the Planning, Finance, Administrative Departments, Line 1 Operations and Engineering, and Line 2 Operations and Maintenance

As of March 2005, the LRTA has a total manpower complement of 1,707 of which 43 are permanent employees, 1,586 contractual personnel and 78 contract of services employees.

The Board of Directors is composed of eight (8) ex-o�cio cabinet members tasked to issue, prescribe, and adopt policies, programs, plans, standards, guide-lines, procedures, rules, and regulations for implementation, enforcement, and application by the LRTA Management.

namely the Secretary of the DOTC as Chairman, the respective Secretaries of the DPWH, DBM, DOF and NEDA, the Chairman of the MMDA and the LTFRB and the Administrator of the LRTA and one (1) representative from the private sector.

The Board is tasked to issue, prescribe, and adopt The Board also convenes to resolve operations-related issues and concerns and other matters requiring immediate attention and resolution.

LRTA Corporate Structure

LRTA Corporate Structure

Administrator

Internal Audit

Civil Security Project Management

Planning Department

FinanceDepartment

AdministrativeDepartment

Line 1 Operations &Engineering Department

Line 2 Operations &Engineering Department

Central ClearingHouse

Management InformationSystems Division

Budgeting & FinancialPlanning Division

AccountingDivision

General Services Division

Legal & PersonnelDivision

OperationsDivision

EngineeringDivision

TreasuryDivision

Station OperationsDivision

Train OperationsDivision

Division

Line 1 CapacityExpansion Project

Line 2Project

Line 1 SouthExpansion Project

Public Relations

LRTA Board ofDirectors

Board of Directors

Chairman of the BoardHon. Leandro R. Mendoza, Secretary

Department of Transportation & Communications

Hon. Melquiades A. Robles, AdministratorLight Rail Transit Authority

Hon. Alberto T. Suansing, ChairmanLand Transportation Franchising & Regulatory Board

Hon. Hermogenes E. Ebdane, SecretaryDepartment of Public Works and Highways

Hon. Bayani S. Fernando, ChairmanMetro Manila Development Authority

Atty. Justino G. Bernas, Private Sector

Hon. Margarito B. Teves, SecretaryDepartment of Finance

Hon. Ralph G. Recto, SecretaryNational Economic & Development Authority

Hon. Rolando A. Andaya, Jr., SecretaryDepartment of Budget and Management

Board Members

• Formulates and recommends to the LRTA Board, plans and policies related to the administration/management and operation of the existing LRT Line System and the future LRT/MRT Systems.• Implements, enforces, and applies the policies, plans, standards, guidelines, procedures, decisions, rules and regulations issued, prescribed or adopted by the LRTA Board, the DOTC and the O�ce of the President.• Manages the affairs of LRTA in accordance with applicable laws, orders, rules and regulations.• Spearheads the conduct/execution of studies concerning the expansion of the LRT System's network and other related development requirements in consultation and coordination with appropriate agencies.• Spearheads the conduct of periodic performance, operational and financial audit to ensure the effective and efficient use of resources in the accomplishment of tasks and the achievement of goals and objectives of the Authority.• Oversees the enforcement and implementation of safety and security rules and regulations set by the Authority.• Responsible for the planning, development and conduct of public relations programs and activities of the Authority.

Planning Department

• Responsible for the conduct of feasibility and other related studies relative to the identification of projects, evaluation of the economic, financial, technical and operational acceptability of project proposals, funding/financing and approval of proposed projects by relevant government authorities.• Formulates corporate goals/objectives, policies, short, medium and long term corporate plans and programs of the Authority.• Directs all the IT activities of the LRTA including the application of computer-based information systems and related principles and techniques in all aspects of railway management and operation.• Prepares periodic reports on operations and provides data, statistics and other relevant information on LRT system operation to the public and other concerned entities/agencies.

Key Departments & their Functions

Finance Department

• Prepares and recommends financial policies, short-term and long-term financial plans and programs, systems and procedures and implements the same upon approval by the Board.• Responsible for all financial transactions and advises the Administrator and the Board on all matters pertain ing thereto.• Undertakes studies on funding programs of the LRT system projects (Line 1 & 2 and future projects) in coordi nation with the appropriate agencies.• Prepares and submits all financial reports required by various fiscal authorities and other government agen cies requiring such reports.

Administrative Department

Formulates and implements guidelines regarding personnel management and development, and general services for the LRTA. Maintains economic, efficient , and effective services relating to personnel, records, supplies, equipment, custodial works and related services. Handles and develops real estate properties, buildings and other ancillary structures and the efficient use of the same for income generation purposes. Formulates and implements long and short term administrative plans and programs in line with the objec tives and policies of the Authority/Government. Maintains an efficient procurement and property management system. Takes charge of comprehensive insurance coverage for all LRTA assets, personal or real.

Operations and Engineering Department

• Takes charge of the day to day operation of the existing LRT Lines.• Oversees the construction, expansion/extension of new LRT Lines and/or new projects.• Conducts rehabilitation and maintenance of the existing and new LRT Lines.• Evaluates the operational feasibility of proposed projects in accordance with prescribed standards.• Utilizes and controls equipment, spare parts, and other machineries essential for the efficient operation of the system.• Provides operational inputs in the planning for new projects.• Participates in detailed engineering and design of the various infrastructure projects of the Authority.

For years now, rapid growth of commuters and vehicle population have plagued Metro Manila, the

undesired results have been problems that Metro Manila have to contend with daily.

A case in point is on EDSA, a 24-kilometer stretch from Mac Arthur Highway at Caloocan City in the north of Metro Manila to Roxas Boulevard, Pasay City, south of Metro Manila. Considered one of the world’s highest volume thoroughfares, EDSA is a semicircular ring road link with several radial roads leading to the metropolis’ social, economic and political centers.

solutions that the government sponsored was the establishment of the EDSA MRT3 system.

A metro line on EDSA was envisioned in the plan of Electrowatt Engineering Services of Zürich during the construction of the LRT. The plan consisted of a 150 kilometre network of rapid transit lines spanning all major corridors within 20 years, including a line on EDSA.

In the 1990s, the MRTC was awarded a Build-Operate-Transfer contract by the DOTC. The DOTC would have ownership of the system and assume all administrative functions, such as the regulation of fares and opera-tions. The MRTC would have responsibility over construction and maintenance of the system and the procure-ment of spare parts for trains. In exchange, the DOTC would pay the MRTC monthly fees for a certain number of years to reimburse any incurred costs.

center of

Construction started on September 16, 1997 after the MRTC signed an amended turnkey agreement with a consortium of companies, which included Mitsubishi Heavy Industries and Sumitomo Corporation, and a local company, EEI Corporation, which was subcontracted for civil works. A separate agreement was signed with ČKD on rolling stock. MRTC also retained the services of ICF Kaiser Engineers and Constructors to provide program management and technical oversight of the services for the design, construction management and commissioning.

On December 16, 1999, the initial section, from North Avenue to Buendia, opened, followed on July 20, 2000 by the remainder, from Buendia to Taft Avenue.

MissionTo provide adequate, regular and faster mode of transport service along the 16.9-km stretch of EDSA by oper-

and economic growth in order to contribute to national stability and prosperity.

VisionA Progressive Rail Transport System Anchored On: • Service Excellence • Community Development • Economic Stability

Corporate Structure

DOTC-MRT3 OFFICIALS

The Train SystemsThe Filipinos are on the move every day; and due to economic situations in the country, the Pinoy commuter has no choice but to brave the streets to get to where they're headed. Unfortu-nately, the streets are congested with immeasur-able numbers of both private and public vehicles that adds up to the uncontrollable numbers of people in Metro Manila.

For some commuters head-ing to far places need not risk waiting time. The train systems in Manila have always been bene�cial in delivering passengers to their destinations in a maxi-mum of a 30-minute ride, which is unlikely when traveling the road that could take hours.

The LRT Lines 1 and 2, and MRT 3 are and will always be one of the primary means of public transportations for the commuters in Metro Manila.

LRT 1LRT 2MRT 3

The Train SystemsThe Yellow Line

The Yellow Line has a length of 15 km elevated railway system servicing the Taft Avenue - Rizal Avenue route between Baclaran, Pasay City and the Bonifacio Monument in the City of Caloocan.

The Station's History• 1981 -- Actual construction in Taft Avenue between EDSA and Libertad.• 1982 -- The first batch of Light Rail Vehicles (LRVs) arrived in Manila.• 1983 -- The Pasay LRT Depot became operational; installation of electrical system.• 1984 -- The LRVs began trial runs on the Taft line; offered free public passenger rides for a one week period. By the end of the year, the LRT 1 Line was o�cially opened for public service.

OperationMetro, Inc., a wholly owned subsidiary of the Manila Electric Company (MERALCO), is tasked to operate the system and acquire the know-how of the new technology and develop an efficient, well-trained organization to maintain the LRT Line's operation down from management to engineer-ing.

The Light Rail Transit Authority (LRTA) took over all the Systems operation after a wildcat strike by former employees of Metro, Inc. In view of the consequences brought about by the 2-month strike in 2000 (July-August) that paralyzed the LRT operation, LRTA decided not to renew the 16-year Operating and Maintenance Agreement with Metro, Inc., which coincidentally expired in the last week of July 2000.

LRT 1LRT 2MRT 3

The Train SystemsThe Purple Line

The Megatren, more popularly known by its generic name Line 2 or Purple Line, is a 13.8 km mass transit line that traverses �ve cities in Metro Manila: Pasig, Marikina, Quezon City, San Juan and Manila along the major thoroughfares of Marcos Highway, Aurora Boulevard, Ramon Magsaysay Boulevard, Legarda and Recto Avenue. Station's History The train system was built with �nancial aide from Japan Bank for International Cooperation (JBIC) worth 31 billion Pesos in soft loans payable for 30 years with 2% interest and a 10-year grace period.

Of all the train systems in the Philippines, the Megatren Line 2 project pioneered the use of the pre-casting segmental method (PSM) technology or the pre-casting of the girders into smaller segments so that each span connected between two columns is weighing not more than 58 tons.

OperationThe Megatren is the latest of its kind in the world today. It is a fully automatic (i.e., driver-less) system which is at par in terms of facilities and technology with those in other parts of the world. It is equipped with a CCTV system that enables the railway operator to monitor activities of passengers and employees at the stations and inside the trains.

Moreover, the LRT 2 is commuter-friendly and has facilities especially designed for the elderly and the di�erently-abled. It has yellow Braille tactiles along the lanes and elevators which enable blind passengers to be guided on their way to the trains.

Each train has its own Public Address System (PAS) from which a recorded computerized announcement of each station stop emanates. The PAS could transmit music for a relaxing journey.

LRT 1LRT 2MRT 3

The Train SystemsThe Blue Line

Considered one of the world’s highest volume thorough-fares, EDSA is a semicircular ring road link with several radial roads leading to the metropolis’ social, economic and political centers. The 24-kilometer stretch avenue cuts across cities of Caloocan, Quezon, Mandaluyong , Makati and Pasay and bounds Pasig City and the town of San Juan.

Station's HistoryA metro line on EDSA was envisioned in the plan of Electro-watt Engineering Services of Zürich during the construc-tion of the LRT. The plan consisted of a 150 kilometre network of rapid transit lines spanning all major corridors within 20 years, including a line on EDSA.

In the 1990s, the Metro Rail Transit Corporation (MRTC) was awarded a Build-Operate-Transfer contract by the DOTC. The DOTC would have ownership of the system and assume all administrative functions, such as the regulation of fares and operations while the MRTC would have respon-sibility over construction and maintenance of the system and the procurement of spare parts for trains.

Operations1999 – In December, partial operations began from the North Avenue terminal to Buendia Avenue in Makati City. The MRTC Board of Directors approved and adopted the trade name “METROSTAR EXPRESS” on the same date.

On 20 July 2000, three more stations were opened: Ayala, Magallanes and Taft Avenue stations. The Metrostar Express began full system operation along the 16.9 kilometer route on EDSA.

A critical linkage was accomplished with the existing LRT1 mass transit line servicing Baclaran to Monumento at the EDSA Taft Avenue intersection, resulting in increased ridership for both urban mass transportation lines.

LRT 1LRT 2MRT 3

Operation HoursLRT 1Weekdays: 5:00 AM to 10:30 PM (Monumento bound)/11:00 PM (Baclaran bound)Weekends: 5:00 AM to 9:00 PM (Monumento bound)/9:30 PM (Baclaran bound)

LRT 2Weekdays: 5:00 AM to 11:00 PMWeekends: 5:00 AM to 9:30 PM

MRT 3Weekdays: 5:30 AM to 11:00 PMWeekends 5:30 AM to 10:03 PM Special Operating Schedules:Schedules that are special in nature are announced periodical through in-station announcements and mass media. For instance: schedules for Holy Week or free rides during Independence Day

Ticketing and Fare StructureBoth Yellow and Purple Line, as well as the Blue Line use automated fare collection system by which a plastic magnetic card serves as a fare medium.

At present, the three train systems follow almost the same ticketing and fare structure:Single Journey Tickets (SJ), Stored Value Tickets (SV) and Flash Pass.

LRT Line 1: Yellow LineA single journey ticket charges a passenger 12.00 Pesos for the �rst four (4) stations and 15.00 Pesos for the succeeding stations. While, a stored value ticket charges a passenger 12.00 Pesos for the �rst four (4) stations and 13.00 Pesos for the succeeding stations; a stored value tickets are sold for 60, 100 and 200 Pesos.

A single journey ticket is valid the same day it is purchase while a stored value ticket has six (6) months validity.

LRT Line 2: Purple LinePurple Line passengers have two options in acquiring Single Journey Tickets: take the booth or the automated ticket dispensers available in all LRT 2 stations.

LRT 2 follows a distance-related fare system: passengers are charged 12 Pesos for the �rst three (1-3) stations, 13 Pesos for four to six (4-6) stations, 14 Pesos for seven to nine (7-9) stations, and 15 Pesos for ten stations

Just like LRT 1, the Purple Line also sell Stored Value tickets for 100 Pesos.

MRT 3: Blue LineMRT Line o�ers the same ticketing system implemented in LRT lines 1 and 2. It uses a distance-based fare structure, with fares ranging from ten (10.00)to �fteen (15.00) Pesos depending on the destination. The fare structure is applied, too, to both single journey stored value tickets.

Commuters who ride the MRT are charged 10 pesos for the �rst three stations, 11 pesos for 4–5 stations, 12 pesos for 6–8 stations, 14 pesos for 9–11 stations and 15 pesos for 12 stations or the entire line.

FLASH PASSThe Flash Pass Ticketing System is based on the principle whereby passengers can purchase a single ticket/coupon costing Php250.00 at any of the speci�ed LRT/MRT stations and use it to avail of an unlimited number of rides per day on any of the three existing LRT/MRT lines during one calendar week. Access and control shall be through the sta�/service gates where station personnel will check the validity and authenticity of the Flash Pass.

Contact ParticularsFor technical information and inquiries regarding LRTA system requirements and spare parts, please contact the following:

For LRT Line 1 System:

Engineering Division Engineering Building, LRTA Compound, Andrews Avenue, Pasay City 1300 Metro Manila, Philippines

Tel. Nos.: +63 2 853-0041 to 60 local 8761 / 8763 Fax: +63 2 854-0981

For LRT Line 2 System:

Operations and Maintenance Department LRTA Compound, Marcos Highway, Santolan, Pasig City Metro Manila, Philippines

Tel. No.: +63 2 647-3447 Fax No.: +63 2 647-3449

For other business related inquiries, you may reach the Business Development Unit at the following address:

Business Development Unit Administration Building, LRTA Compound, Aurora Boulevard, Pasay City 1300 Metro Manila, Philippines

Or through the following numbers:

* +63 2 853-0041 to 60 locals 8380 / 8381 * +63 2 551-6334

You may also reach the Line 2 o�ce Business Development Unit through the following email address: [email protected] [email protected]

For MRT 3 Metro Rail Transit Corporation (MetroStar Express):

MRT 3 Depot., North Avenue cor. EDSA North Triangle Area, Quezon City

Did you Know?Did you know that both LRT Lines and MRT o�ers Last Ride Bonus in your stored value card? The ticket is still valid for one more ride even if your ticket is less than the regular fare!

Did you know that children below 1.02 meters (3 ft 4.4 in. or the the height of a fare gate) may ride for free on the MRT?!

Did you know that the LRT Line 1 has a special cabin for elders, pregnant women and passengers with babies and toddlers?!

Did you know that LRT Lines 1 and 2, and MRT has discounted stored value ticket rates (80 Pesos) for senior citizens and disabled passengers?

Fare Matrix -- Yellow Line

Fare Matrix -- Purple Line

Fare Matrix -- Blue Line

+++

Concerns about tickets• If ticket is used to exit in the same station after thirty (30) minutes from entry or used to exit the system after one hundred twenty (120) minutes from entry, the passenger is required to buy another ticket.

• Tickets that are scratched, folded, written-on or exposed to magnet are considered damaged. Penalty for damaged tickets is 9.00 Pesos.

• For SV tickets, passenger surrenders the damaged ticket to the station's booth who shall fill up a Ticket Incident Report (TIR) so that the ticket could be analyzed for its remaining value. The passenger shall be given the blue copy of the TIR which will be used when claiming for the remaining value of the ticket five (5) days after filing of the TIR.

Important

Not Allowed in MRT and LRT Stations and Trains

• Opened cans of beverages, beers and juices;• Gift-wapped or closed packages (however, passengers may opt to open the package for inspection by guard to be allowed entry);• Inflated balloons;• Bulky objects or luggage; and• Any quantity of: � Gasoline, Kerosene, diesel fuel, LPG's or similar products � Lighter fluids, lacquer, thinner or paint � Hydrochloric, muriatic or other harmful acids � Pesticides, insecticides or other poisonous chemicals

Important

Key Performance Index

Key Performance IndexSUMMARY

NOTE: 2009 Information is as of the second quarter of the year.

The following summary is based from the Key Performance Index provided by the managements of LRT Authority and Metro Rail Transit Corporation. The said data is essential to companies engaged in advertising and marketingas the information speci�ed herein serve as one of their basis for the placements or buying of advertising space inside or outside the train stations.

With MRT's reputation of having consistent high-volume tra�c, placing non-traditional advertisements within and outside the train stations guarantee brand exposure. However, brand exposure is not validated by “just” being seen. Your product or service must be seen by the right target market.

Total Ridership2009 2008 2007

LRT 1 110.17 138.04 119.12LRT 2 45.54 58.59 52.93MRT 3 112.97 149.58 142.88

NOTE: figures in Millions

Highest Month Ridership2009 Month 2008 Month 2007 Month

LRT 1 13.28 July 12.56 September 10.76JulyLRT 2 5.83 July 5.57 September 5JulyMRT 3 13.46 July 13.19 July 12.74October


Key Performance IndexOf all the months, July had been the most consistent in having the highest number of passengers in either of the train lines. This month is an ideal time to expose your products or services in the commuting market. Not only will it be seen by millions of passengers, it will also build your brand in terms of recall. If your products or services are considered FMCGs or fast-moving consumer goods (e.g. hair care, liquors, mobile) or service-oriented like salons or gaming, reserve a space on the seventh month of the year.

Just because March and April has the lowest ridership in the calendar it doesn't mean investing for an ad space will go to waste. Both months fall into summer season, and when it's summer people either stay at home, on a vacation, or go to malls. But don't get disappointed. Each station caters to a certain demographic that you can reach during summer. Luckily, majority of the train stations is a walking distance to shopping malls and other recreational, amusement

Araneta Center, and TriNoma.

Lowest Month Ridership2009 Month 2008 Month 2007 Month

LRT 1 10.18 April 9.73 March 7.6AprilLRT 2 3.68 April 4.19 March 3.19AprilMRT 3 10.88 April 11.18 March 9.8April


Key Performance Indexfrom your ad spending.

• Months with higher number of passengers: July, August, October, November, and January.

• Months with neither high nor low passengers: March, September, and December.

• Months with lower number of passengers: April, February, May, June.

Top 3 Highest Monthly Ridership2006 MRT 3 MONTH LRT 2 MONTH LRT 1MONTH

9.84 Aug./Jan. 4.48 August 11.94March9.71 March 4.32 December 11.76January9.53 December 4.28 November 11.68November

2007 10.76 July 5.00 July 12.74October10.70 December 4.88 September 12.54July10.36 September 4.67 October 12.36December

2008 12.56 September 5.57 September 13.19July12.51 November 5.45 July 13.10October12.50 October 5.30 August 12.84September

2009 13.28 July 5.83 July 13.46July12.86 August 5.75 August 13.11March12.86 September 5.27 September 12.89January

Note: figures in Millions

Key Performance Index

Reminder: For experienced media planners, basing passengers' tra�c by month alone cannot drive full pro�tability potential. Knowing your passengers' demographic and lifestyle is also a subject when formulating a marketing and advertising plan: sending the right message to the right people at the right time and medium.

Top 3 Lowest Monthly Ridership2006 MRT 3 MONTH LRT 2 MONTH LRT 1MONTH

9.90 April 2.82 April 7.56April10.62 September 3.54 May 8.88February10.76 February 3.75 February 8.95September

2007 9.84 April 3.19 April 7.60April11.10 February 3.85 May 9.42February11.72 June 4.25 June 9.44May

2008 11.18 March 4.19 March 9.73March11.85 June 4.23 April 10.62February12.12 December 4.51 May 10.66May

2009 10.88 April 3.68 April 10.18March12.22 February 4.55 May 11.72February12.40 June 4.82 June 11.91April

Note: figures in Millions

Passenger Demographics

Passenger DemographicsThe Facts:

MRT Blue Line • Majority of riders in MRT are between 25 and 49 years old, while • MRT riders are predominantly white and blue collar workers

LRT Yellow and Purple Lines • LRT are skewed towards the younger age group: LRT 1 Yellow Line, between 15 to 24 years old while • LRT 2 Purple Line, between 15 to 24 years old, and again on ages 50 and up. • LRT 1 riders are more likely students, while • LRT 2 riders are largely composed of students and entrepreneurs.

Passenger DemographicsRidership Anatomy:

MRT riders cater to the white and blue collar workers because it is the main thoroughfare that passes two business districts in Metro Manila, which is Makati and Ortigas Center. And aside from being the drop-o� station for the business districts, MRT also happen to be nearby major recreational centers like shopping malls and various socio-political establishments.

Of all the train lines, MRT stations has the most populated passengers -- to the point of congestion during rush hours.

Students rule in both LRT Trains simply because both Yellow and Purple Lines are adjacent to major schools in Metro Manila, for example Dela Salle University, an Ivy League university that is just below it and the University Belt (University of the East, Centro Escolar University, Far Eastern University, etc.) in Doroteo Jose Station, which is an interconnection between the trains.

However, with the erection of the Purple Line, enterprising commuters no longer take road vehicles to get to Avenida, Divisoria (the bargain capital of the Philippines), or Gilmore (bargain center for computers and its accessories). They would simply drop o� to Recto or Gilmore Stations.

Passenger DemographicsRidership Anatomy:

Weekdays is the busiest... for a working commuter or a student passenger, Mondays thru Fridays are the days they take the LRT or MRT to go to work or school. On the average, a train passenger takes 4 train rides in a week.


For all train lines, the following peak hours are as follows:Morning 7:00am to 9:45am, which could extend by 10:00amEvening 5:30pm to 7:00am, which could extend by 8:00am

Passenger LifestyleWhen Nielsen randomly asked a thousand of respondents about their lifestyle particularly their recreational activities. 83% of them like gluing themselves in front of the television and channel surf. It also shows that transit commuters enjoy culinary activities (14%), engage in sports particularly in Basketball (13%), and listen to music (12%), which is in fact, while on travel, listens to their Ipods or MP3 players.

Train riders are more likely to go to malls to unwind or shop and dine out. This is obviously reasonable as most of the shopping centers in Metro Manila are nearby or in what Filipinos call mall-in-station, a train station that connects and allows passenger entrance and exit to shopping malls: MetroPoint -- EDSA Taft Station; SM Makati -- Ayala Station; Starmall, Edsa Shangri La Plaza, and EDSA Central -- Shaw Station; TriNoma -- North Station.

The study also indicated that train riders are physically conscious, information and technology-driven (computers, mobile phones, gadgets), movie fanatics and cautious buyers taking pride for quality over price.

Passenger Lifestyle

Transit Advertising

-nately, several of them shifted to non-traditional advertising: outdoor or out-of-home (OOH) advertising.

Small and medium companies practice it and so are the big and branded: Coca-Cola, San Miguel Corpora-tion (San Miguel Beer), Smart TelCo, and Jollibee.

It is undeniable, transit advertising still remain in its infancy despite its potential.

Based on Nielsen’s study, 68% of Metro Manila residents are exposed to outdoor media such as billboards. But outdoor advertising captured only 2% of last year’s P170-billion media advertising pie, when in fact a great number of mobile commuters is evident.

Advertising on MRT & LRT


For other companies, placing ads outdoors is risky and their hesitance to increase spending on outdoor media is largely due to the absence of metrics, which is an integral part of marketing audit as it measures the

The First Attempt To Measure Transit AdvertisingBut last July 2009, Nielsen in partnership of LRT and MRT's marketing arms unveiled a Travel Habits Study conducted to random respondents to gather relevant information about train riders' socio-economic status and lifestyle.

• Research shows that majority of commuters belong to middle, working class (upper and lower C) and the “masa” or the DE market.

Why Transit Advertising?

advertising like roving billboards?

refer to Gallery (Appendix B). And even the vehicle doesn't get away with creative marketing; inside you'll see posters, ingenious handlers, radio spots and small LCDs to keep train riders busy while on travel.

• It targets a variety of consumer niche. • High visibility and recall to train passengers. • High level of audience reach and frequency. • Guaranteed more savings. • More room to experiment with ads.

Advertising on MRT & LRTAdvertising is for whom? • Companies engaged in services that relates to the Pinoy middle class market (i.e. Smart Loads, Bayan TelCo). • Companies engaged in fast-moving consumer goods (i.e. personal care, clothing). • Companies who targets the working class, middle class and the lower income bracket. • Companies who targets mobile and active market.

How do people react to advertisements in train stations?The objective of placing advertisements is to let people know exactly what they need to know. New products, for example, advertises so people would know that their favorite shampoo is new and improved with more Amino Collagen, or a certain shopping mall along the nearby the train stations will be conducting a 3-day sale. Things like such are never underestimated by the discount-savvy commuters.

How do they see ads? • Colorful design and layout • Endorsers in the ads • Huge size • In a time-keeping medium (e.g. wall clock) • Mandatory parts of the stations (e.g. Turnstiles, ticket booths, elevators, handlers, etc.)

Transit advertising 2.0?Who said putting up radio spots and video spots on train stations is impossible? Not anymore. Train vehicles are now equipped with LCD �at screens and in-venue radio media. Spots run between 10 seconds to a full 1 minute features. Unlike traditional ads that costs almost half of a million for a 30-seconder commercials, in-vehicle LCD presentations is second best.

Advertising on MRT & LRTWho to call?For placements in MRT stations, get in touch with Trackworks, the exclusive marketing arm of Metro Rail Tran-sit Corporation's media inventories. And for LRT Lines, contact Media Planners and Advertising Solutions (MPAS), the exclusive marketing arm of Light Rail Authority.

Annex A -- Where are you going?


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Appendix B -- GalleryBILLBOARDS

Display type: BillboardDimensions: VariousAd Material: 17oz. Tarpaulin (black-out)Illumination: Front-lit

BEAM-WRAPDisplay type: Beam-WrapDimensions: VariousAd Material: 17oz. Tarpaulin (black-out)Illumination: Ambient

FOXY-BANNERSDisplay type: Foxy BannerDimensions: 10ft. X 4ft.Ad Material: 17oz. Tarpaulin (black-out)Illumination: Ambient

OUTDOOR STATIONWALL COLUMN

Display type: Outdoor Station Wall Column AdDimensions: 15ft. X 5ft. / 8ft. X 3ft. Boni: 15ft. X 5ft. Taft: 8ft. X 3ft.

Ad Material: Polymeric Calendered Vinyl JT 5929 P / JT 5929 PM (Mactac)Illumination: Ambient

PIER COLUMNBANNER (PCBN)

Display type: Pier Column Banner (PCBN) .tf3 X .tf9 / .tf3 X .tf21 / .tf3 X .tf51 :snoisnemiD

Ad Material: TarpaulinIllumination: Ambient

PIER COPINBANNER (PC)Display type: Pier Copin Dimensions: 5ft. X 20ft. / 8ft. X 20ft. / 10ft. X 20ft. / 7ft. X 20ft. / 7ft. X 15ft. / 5ft. X 15ft. Ad Material: 17oz.Illumination: Front-lit 6-9pm

* NO LIGHTBetween West Ave. and Quezon Ave. in front of Corinthian

PIER COLUMNBILLBOARD (PCBB)

Display type: Pier Column Billboard (PCBB)Dimensions: 5ft. X 20ft. / 6ft. x 23.5ft. / 6ft. x 24ft.Substrate: TarpaulinIllumination: Ambient

STATION VICINITYBANNER (SVB)

Display type: Station Vicinity Banner Dimensions: 12ft. X 2ft.Ad Material: TarpaulinIllumination: Ambient

TRI-VISION

Display type: TrivisionDimensions: 10ft. X 30ft. / 12ft. X 24ft.Ad Material: Outdoor Sticker with UV LaminationIllumination: Floodlights 6-9 pm (EO. 477 sec 18)

STAIRWAY ROOF AD

Display type: Stairway Roof AdDimension: depends on ad designAd Material: depends on ad designIllumination: depends on ad design

STATION MURAL

Display type: Station MuralDimension: On FileAd Material: Polymeric Calendered Vinyl JT 5929 P / JT 5929 PMIllumination: Ambient

WINDOW AD

Display type: Window Ad (Buendia Mezzanine)Dimensions: 9ft. X 5ft.Ad Material: Photographic TarpaulinIllumination: Ambient

INDOOR AD

ELEVATOR WRAP

Display type: Elevator WrapDimensions: Various

Ad Material: Photographic Sticker with UV Lamination

Illumination: Ambient

NOTE : Special ExecutionMonomeric Calendered VinylJT 5829P / JT 5829 PM

ENHANCED TWIN BANNERDisplay type: Enhanced Twin BannerDimensions: Ad size- 44in. X 30in. (Back-Back)Ad Material: Monomeric Calendered Vinyl JT 5829P / JT 5829 PMIllumination: Ambient

NOTE : Special Execution can be done on top, branding below

ESCALATOR AD

Display type: Escalator AdDimensions: On FileAd Material: Mactac - Monomeric Calendered Vinyl JT 5829P / JT 5829 PMIllumination: Ambient

ESCALATOR FRAME (ES)

Display type: Escalator FrameDimensions: 5ft. X 3ft. (3)Ad Material: Photographic FlexIllumination: Back-lit 6-9pm (E.O. 477 sec. 18 )

FLOOR DECOR GRAPHICS AD

Display type: Floor Decor Graphics Ad (Platform)Dimensions: 3ft. X 6ft.Ad Material: Polymeric Calendered Vinyl JT 5929 PM with Mactac PF6300 Textured Laminating FilmIllumination: Ambient

FLOOR GRAPHICS

Display type: Floor Graphics AdDimensions: varies on locationAd Material: Polymeric Calendered Vinyl JT 5929 PM with Mactac PF6300 Textured Laminating Film Illumination: Ambient

INDOOR STATIONWALL COLUMN

Display type: Indoor Station Wall Column AdDimensions: 17ft. X 5ft. / 15ft. X 3ft.Ad Material: Monomeric Calendered Vinyl JT 5829 P / JT 5829 PMIllumination: Ambient

INTERIOR CANOPY AD

Display type: Interior Canopy AdDimensions: 4.25ft. X 29ft. / 4.25 ft. X 16ft.Ad Material: Monomeric Calendered Vinyl JT 5829 P / JT 5829 PMIllumination: Ambient

YELLOW LANE AD

Display type: Yellow Lane AdDimensions: 0.625ft. X 200ft (Ad Space)Ad Material: Polymeric Calendered Vinyl JT 5929 P / JT 5929 PMIllumination: Ambient

PEDESTRIAN WALKWAY (PW)

Display type: PW (Lightbox)Dimensions: 5ft. X 10ft.Ad Material: Photographic FlexIllumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-A

Display type: Type-A (Lightbox)Dimensions: 5ft. X 10ft.Ad Material: Photographic FlexIllumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-B

Display type: Type-B (Lightbox)Dimensions: 5ft. X 10ft.Ad Material: Photographic FlexIllumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-C

Display type: Type-C Convex AyalaDimensions: 5ft. X 3ft.Ad Material: Photographic FlexIllumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-D

Display type: Type-D (Lightbox)Dimensions: 5ft. X 10ft.Ad Material: Photographic FlexIllumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-E

Display type: Type-E (Lightbox)Dimensions: 5ft. X 3ft.Ad Material: Photographic FlexIllumination: Back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-DF

Display type: Type-DF (Free-Standing Lightbox)Dimensions: 5ft. X 10ft.Ad Material: Photographic FlexIllumination: back-lit from 6-9pm (E.O. 477 sec. 18 )

TYPE-EF

Display type: Type-EF (Free-Standing Lightbox) Shaw Blvd.Dimensions: 5ft. X 3ft.

Ad Material: Photographic FlexIllumination: back-lit from 6-9pm (E.O. 477 sec. 18 )

TICKET WINDOW AD

Display type: Ticket Window AdDimensions: variousAd Material: Photographic Laminated Sticker


TURNSTILE AD

Display type: Turnstile AdDimensions: 12ft. X 1ft. (Refer to ad spaces for die cut portion)Ad Material: Monomeric Calendered Vinyl JT 5829 P / JT 5829 PMIllumination: Ambient

CONTROL BOOTH AD

Display type: Control Booth AdDimensions: on �leSubstrate: 17oz. Polymeric Calendered VinylJT 5929 P / JT 5929 PMIllumination: Ambient

INDOOR WALL MURAL

Display type: Indoor Wall MuralDimensions: on �leSubstrate: 17oz. Polymeric Calendered Vinyl JT 5929 P / JT 5929 PMIllumination: Ambient

SPECIAL EXECUTIONPer Arrangement

EVENTSPer Arrangement

ROLL-UP DOOR BOX

Display type: Roll-up Door BoxDimensions: on �leSubstrate: 17oz. Polymeric Calendered Vinyl JT 5929 P / JT 5929 PMIllumination: Ambient

PROMO & SAMPLINGPer Arrangement

INDOOR BEAM AD

Display type: Indoor Beam AdDimensions: 5ft. X 20ft. (Shaw) / 6ft. X 24ft. (Ayala) Ad Material: Photographic FlexIllumination: back-lit from 6-9pm (E.O. 477 sec. 18 )

SINGLE FACE BILLBOARD

Display type: Single-Face Billboard (Ayala)Dimensions: 4ft. X 12 ft.Ad Material: Photographic FlexIllumination: back-lit from 6-9pm (E.O. 477 sec. 18 )

WALL MOUNTED

Display type: Wall Mounted Ad (Taft, Ayala, and Shaw)Dimensions: 9ft. X 9ft. / 9ft. X 7ft. / 9ft. X 6ft. / 9ft. X 3ft. / 8ft. X 8ft. / 15ft. X 8ft. / 7ft. X 9ft. / 7ft. X 10ft.Ad Material: Tarpaulin 17 oz. - BlackoutIllumination: Ambient

ENHANCED LIGHTBOX

Display type: Enhanced LightboxDimension: 7ft. X 10ft.Ad Material: Photographic FlexIllumination: Back-lit 6-9pm (E.O. 477 sec. 18 )

TRAIN ADS

TRAINWRAP

Display type: Train WrapDimensions: 1,475.28 sq. ft. (2 sides)


TRAIN POSTER

Display type: Train PosterDimensions: 32in. X 16in.Ad Material: Mactac - JT 5829PIllumination: Ambientmbient

TRAIN TUBE CARDS

Display type: Train Tube CardsDimensions: On FileAd Material: Mactac - JT5829Illumination: Ambient

Appendix B -- Gallery

Appendix B -- GalleryEVENTS at MRT


Gondolas


Walkway Ad Arch


INTERIOR WRAPS


RAIL HANDLERS

Rush Hour Train

Documents

Transcript of Rush Hour Train