Topline MRT & LRTStudy 2009 (For Press Briefing)

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

July 2009

MRT LRT Travel Habits StudyPresentation of Findings

Confidential & ProprietaryCopyright © 2007 The Nielsen Company

Students, 12

Not Working, 47

Working, 41

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

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

Source: Nielsen Media Index Q1 2009, Metro Manila, All People 15+Universe: 7,935,000 Metro Manila Residents, 15yrs & up


93

62

51

18

30

47

36

12

5

96

6863

32 31

25 25

13

10

10

20

30

40

50

60

70

80

90

100

TV* Outdoor** Radio* Internet*** Cable TV* Newspaper* Cinema** VCD/DVD** Magazine*

2004 2009

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

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


2008 Advertising Expenditure


Radio18%

Print7%

OOH2%

TV73%

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

Share of Media Ad Spend 2008

2008 Philippine Media Spend Landscape


Some advertisers sustaining Ad Spend levels…


Some advertisers shifting to other Media…

Ad Minutes:

- 5% TV

+ 44% Radio

Ad Spots:

- 12% Print

Ad Minutes:

- 17% TV

+ 169% Radio

Ad Spots:

+ 112% PrintAd Minutes:

- 8% TV

+ 41% Radio

Ad Spots:

- 13% Print

Ad Minutes:

- 66% TV

+ 11% Radio

Ad Spots:

- 27% PrintAd Minutes:

- 20% TV

+ 27% Radio

Ad Spots:

- 40% Print

Some advertisers downsizing on Media Placements…

Ad Spots:

- 24% TV

+ 24% Radio

- 52% Print


Weekly Media Audience (% Share)

Disconnect between consumption & spend Total Population, 10+

5

10

21

21

14

29TV

Print

Radio

Outdoor

Cinema

DVD

Internet 27

18

73

TV

Print

Radio

OOH*

Media Spend (Jan-Dec ‘08) (% Share)

Source: Nielsen Media Index Study


Bridging the Gap

Consumer

Advertiser/

Agency

Advertising Information

Audience Measurement

Strategic Decision Systems

Media Owner

Media Touch Points


There is still limited metrics on Out-of-Home Media… MRT/LRT Study is the first OOH metrics to date. MRT caters more to the 25 to

49 age segment.MEDIA AVAILABILITY

TV

RADIO

NEWSPAPERS

MAGAZINE

INTERNET

CINEMA

MOBILE PHONES

OUT-OF-HOME MEDIA

BILLBOARDS

BUS/TAXI

SHOPPING MALLS

SUPERMARKETS

LCD TV DISPLAYS

MRT/LRT

TV Audience MeasurementRadio Audience Measurement

Nielsen Media Index

Nielsen Media Index

Yahoo!-Nielsen Net IndexNielsen Media Index

PROPRIETARY / COMMISSIONED BY A CLIENT

Nielsen-Trackworks/MPAS MRT & LRT Study

NO METRICS TO DATE

Nielsen Mobile Index


IN PARTNERSHIPWITH

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

Know HOW to reach your

target market!


MRT & LRT Travel Habits StudyScope 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


Getting to Know the Train Riders


Train Riders in Metro Manila


27

73

MRT/LRT Riders

%

Projected estimate of 5,787,000

Metro Manila residents


125

27 2814

18

915

17

16 121314

979 11

75

11 13

9

7

10 8 512

18

15

21

14

15

TOTAL MRT LRT1 LRT2

50 +

45 to 49

40 to 44

35 to 39

30 to 34

25 to 29

20 to 24

15 to 19

Train Profile

Source: Nielsen-Trackworks/MPAS MRT & LRT Study

Age GroupMRT caters more to the 25 to 49 age segment.

LRT riders are skewed towards the younger age group.


5 3 294

21 12

41

53

34 26

19

12

16

9

167

30

42

54

51415

TOTAL MRT LRT1 LRT2

Student

Non-Working

Blue Collar

White Collar

Professional

Proprietor

Train Profile


OccupationMRT riders are predominantly white collar and blue collar workers.

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


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 studentsLRT2• skewed towards 10 to 24 and 50+ age segment• largely consists of students and entrepreneurs


2 2

17

6

2526

3133

87

14

7

TOTAL Train Riders

Less Often

Once a month

2x a month

3x a month

Once a wk

More than oncea wk

Train Riders are more likely to go to malls

87% 92%


Ave: 2x a month


3 4

19

10

24 24

27 28

67

18

10

TOTAL Train Riders

Less Often

Once a month

2x a month

3x a month

Once a wk

More than oncea wk

… and are more likely to dine out in fast food outlets

89% 92%


Ave: 2x a month


83

14

13

12

8

4

4

3

5

5

Watch TV

Cook / Bake

Sports

Listen toMusic/CD

Watch VideoTapes

Read Books /Magazines

Play card games

Sing

Watch Movies

Shop

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



45

18

15

8

3

2

2

1

2

2

Basketball

Badminton

Volleyball

Boxing

Billards / Pool

Tennis

Aerobics /Gymnastics

Swimming

Jogging / Running

Bowling

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



Train Riders tend to be…


STATEMENTS THAT DEFINE TRAIN RIDERS SCORESIt Is Important To Be Attractive To The Opposite Sex 107I Am A Regular Cinema Goer 105When I Need Information, The First Place I Look Is The Internet 103I Ask People's Advice Before Buying New Things 103I Spend A Lot Of Money On Toiletries And Cosmetics 103People Come To Me For Advice Before Buying New Things 102I Can Not Resist Buying Magazines 102

Physically conscious Information and Technology Driven Cautious Buyers Movie fanatics

?


88

67

3531

16 1410 9

5 3

TV Newspaper Radio Internet Magazine OutdoorMobile

LCD TV(Outdoor)

LCD TV(Indoor)

Outdoor(Fixed)

Cinema

Top Media Exposed to YesterdayTotal Train Riders (in %)



100 98 96

8581 79

44

Toothpaste Toilet Soap Hair Shampoo Instant Noodles Coffee Softdrinks Vitamins

Top Products ConsumedTotal Train Riders (in %)



92

85 84

77 76 7571 70 69 69

Clock Ads Inside Train Train Wraps TicketWindow

Light Box Beam Ad Wall Mount Pillar Wrap Turnstile LCD TV

Top Train Ads Seen in the Past WeekTotal Train Riders (in %)



7

24

10

16

0

0

0

0 10 20 30 40 50 60 70 80 90 100

Everyday

4-6 days a wk

2-3 days a wk

Once a wk

2-3x a month

Once a month

Less Often

Frequency of Riding TrainsTotal Train Riders (in %)


Ave: 4x a week


Early Morning Morning AfternoonNoon Evening

TOTAL Train RidersTotal Week, 12mn - 12mn

*Base: All MRT/LRT riders at least 1x a week, 15+ (1,000) Source: Nielsen-Trackworks/MPAS MRT & LRT Study

0

2

4

6

8

02:00

- 02:15

02:45

- 03:00

03:30

- 03:45

04:15

- 04:30

05:00

- 05:15

05:45

- 06:00

06:30

- 06:45

07:15

- 07:30

08:00

- 08:15

08:45

- 09:00

09:30

- 09:45

10:15

- 10:30

11:00

- 11:15

11:45

- 12:00

12:30

- 12:45

13:15

- 13:30

14:00

- 14:15

14:45

- 15:00

15:30

- 15:45

16:15

- 16:30

17:00

- 17:15

17:45

- 18:00

18:30

- 18:45

19:15

- 19:30

20:00

- 20:15

20:45

- 21:00

21:30

- 21:45

22:15

- 22:30

23:00

- 23:15

23:45

- 00:00

00:30

- 00:45

01:15

- 01:30

0

5

10

15

20

25

30

35

Total Train TV Radio

Topline MRT & LRTStudy 2009 (For Press Briefing)

Business

Transcript of Topline MRT & LRTStudy 2009 (For Press Briefing)