The study about subway traffic

1
The study about subway traffic

• Executive summary prepared by OR for Beta Cons
  and Euromedia

2
Summary

• The context and the objectives of the research
  3
• Commercials attitudes and awareness
  ..................................................
  ...................11
• General profile of the subway user.............
  ..................................................
  ....16
• Subway types of consumer .......................
  ..................................................
  ..............21
• Audience indicators ..............................
  ..................................................
  ....................23

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The context and the research objectives

• Romanian media and advertising market knows an
  accelerated development from the investments
  points of view as well as people professionalism
  and involved companies.
• Although for the Romanian outdoor market does not
  exist a systematic instrument and a measurement
  objective of the outdoor advertising impact and
  efficiency.
• Thus, in June-August 2006, Operations Research
  has realize a research to measure the advertising
  impact for the subway.
• The research had two principal aims
• Obtaining the information concerning the
  performance of the advertising impact function of
  location, socio-demographics characteristics and
  contexts.
• The construction of performance indicators of the
  exposure to advertising medium (GRP, Reach,
  Frequency, stations profiles/socio-demographics
  indicators) compatible with those already used
  for planning and the evolution of advertising
  campaigns on others media supports print, radio,
  TV.
• It was desired to offer to the local advertising
  markets a performance information, compatible
  with the rest of the media markets, to use as an
  evolution points in the relation with the clients
  and agencies.

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The research stages
The methodology guided by the question What type
of audience indicators we want?
Representative panel for the Bucharest
Panel subway users
Panel refresh (trimestrial)
GRP REACH
Underpanel representative subway users
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Methodology and sample
WHAT? Quantitative research PANEL We started
from a larger panel, representative for all
Bucharest population, of 2,000 persons. The panel
has been aleators stratified multistage,
stratified according to field distribution and
with the fallowing selection stage street
(selection from the Bucharest stree list),
household (aleators, according with the initial
number, according to selection step, according to
the random method route), person (aleators
according to the most near birthday). For the
panel, the sample consisted in 431 persons
ANALYSIS Uni and multi variated analysis. Both
samples have been balanced. Panels share have
been the ones obtained from the total sample.
WHERE? Bucharest WHEN? 12 July 8 August
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Subway custom habits
7
The use of subway
Bucharest citizens
Bucharest citizens
Base n2000
Base N1,719,100
Use subway
Use subway
Yes
Yes

• For all sample, 23 or 403,600 Bucharest citizens
  declared that they use subway frequently

403,600
23
12

• From the ones that use subway more than half (60
  - 250,000 Bucharest citizens) are constant users
  probability for high exposure

Base N1,719,100
Baza n486
8
Subway use - reasons
Principalul motiv o singura mentiune

• The most frequent reasons to use the subway refer
  to work and visits half of the one that
  answered mentioned this reasons.
• 1 of ten Bucharest citizens use the subway to go
  to work. This is the main reason for the use of
  the subway.

The reasons of subway use multiple choice ()
Baza utilizatori metrou
9
Number of rides for a day

• Half of the subway users take 2 rides for a day

10
Number of station used in one month

• 1 of 4 subways user use in a month only 2
  station. Interpretation for Reach, one campaign
  must have a large variety of subway stations.
  For GRP must be used station with a high number
  of passengers.

11
Commercials attitudes and awareness
12
Subway use activities during waiting process
Dedicated activities one mention

• Two types of main activities described by the
  participants are waiting in the same place (66)
  and walking on the platform (31)
• There is an agreement in the data from te
  observation (platform), and sample (households)

Noticed activities - main activity (alternative
methodology subway surveys)
Base subway users
13
Advertising panels - impact ()
How often do yow look at the advertising panels
in the subway..

• More than half of the subway users (59) look at
  the panels often/ always
• Only 15 of the subway users declare that they
  look at the panes rarely or never.

14
Awareness subway commercials

• A number of 12 Ads (presented in the subway
  stations during the study were tested.) For each
  commercial the respondents were asked wich was
  the location/station (an answer was considered
  correct only if the location was correctly
  identified).
• 58 of the respondents mentioned spontaneously
  one of the 12 Ads, recognizing correctly the
  location and almost half (42) recognized at
  least one AD.

Assisted (Reproduction)
Spontaneously (Reproduction)

• 25 of the subway users did not recognized any
  of the tested Ads (interpretation for a
  hypothetical campaign having the respective
  combination of panels, reach 1 is 76/ 307,000
  Bucharest citizens had seen at least one time the
  commercial the same, 121,000 have been exposed 3
  or 4 times)

15
Attitude for the subway commercials

• Almost half of the subway users (44 - composite
  value) have a positive attitude for the
  commercials, and only 1 of 5 users have a neutral
  attitude or hostile.
• The benefits associated with the commercials are
  entertainment type 1 of 3 respondents
  totally agree that the subway commercials chase
  monotony.

• Interpretation The intense positive attitude for
  the commercials is the result of the target
  profile and context.

Total agrreement
61
60
60
57
29
12
Described in another chpater
Total disagreement
16
Subway general profile of the users
17
Subway general profile of the users ( users)
Age
Sex
Education



Educated population more than half have medium
studies and 1 of 4 have superior studies.
Almost half of the subway users are adults and
young adults
Women and men
18
Subway user profile
Income
Household position
Job



A few categories of jobs stand in front
pensioner, non manually ocupation and students.
Almost half (38) are the ones who shop or take
the shopping decisions. Approximate 1 of 3
subway users are the ones who bring the most
money in the household.
Often medium income and high income. Half of the
respondent have a medium or high income
Even if 1 of 4 persons that take the subway are
pensioners - less than 6 from the total rides
with the subway are made by these (data presented
in the next chapter )
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Subway types of consumer
20
Subway use use intensity

• Interpretation persons that have a high affinity
  (use subway with a higher intensity, having a
  higher pshare in GRP ) are women as well as men,
  teenagers, and medium income.
• Use subway reaches a specific target (described
  above). To maximize some profiles the graphic
  will be replied on the important stations.

Nota metodologica procentele sunt calculate ca
si consum metrou (nr. calatorii ) / utilizatori
metrou (profil sociodemografic)
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Audience indicators GRP and Reach
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Rides in a month (GRP)

• Interpretation From the point of view of the
  travellers (GRP), cumulated, the biggest subway
  stations (Unirii, Universitate, Grigorascu,
  Victoriei Romana) attract approximately 500.000
  visits/ month.

M1
M2
M3
M4
Pasaj
23
Persons in a month (Reach)

• Interpretation From the points of view of the
  persons (cumulated Reach) the biggest stations
  are Unirii 2 (8 from the total of Bucharest
  citizens 14 passed through a station during a
  month), fallowed by Universitatii (7 from the
  total of Bucharest citizens 14

M1
M2
M3
M4
Pasaj
24
Monthly use frequently

• Interpretation The station with a high fidelity
  are Nicolae Grigorescu, Gorjului, Piata Iancului
  si Pasaj Eroilor. They are stations with a GRP
  less than the average, but with a repeated
  exposure of the message to the same persons.

M1
M2
M3
M4
Pasaj
25
Monthly use frequently

• There are 5 types of stations
• Unirii, Universitate stations that have GRP and
  Reach over given (gt300)
• Piata Romana ? Aviatorilor stations that have
  GRP and Reach above average (250-130)
• Crangasi ? Dristor 2 stations that have GRP and
  Reach around average(130-80)
• Titan ? Aurel Vlaicu stations that have GRP and
  Reach under average (130-80)
• Politehica ? Dristor Pasaj stations that have
  GRP and Reach less than the medium (sub 40)

average 100
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Thank you!