trains are best place for ads (newsbreak online), 08 july 2009

8/14/2019 Trains are Best Place for Ads (Newsbreak Online), 08 July 2009

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Trainsarebestplacefor

adsWritten by Jesus F. Llanto

WEDNESDAY, 08 JULY 2009

Study says 73% of Metro

Manilans take the MRT and LRT

dvertisers of products and

services, advocacies, and even

candidacies in Metro Manila should

look into the potential of transitads, particularly those placed on

train cars, to reach more people.

A study on the travel habits of Metro Manilans, conducted recently by

media research firm Nielsen, showed that 73 percent of residents of the

national capital region have travelled using the Metro Rail Transit (MRT)

and Light Rail Transit (LRT) systems in the past months.

The MRT LRT Travel Habits study also showed that more than half (52

percent) of Metro Manila residents above 15 years old or 4.2 million

Filipinos are mobile or are out of their homes for most of the time.

This made advertising specialists suggest that companies, advocacy

groups, and maybe potential candidates in the 2010 elections, consider

outdoor media over traditional media.

NON-TRADITIONALCHANNELS

If you have a message to send, you wont reach them (market) through

traditional media channels because they are outside their home, Nielsen

executive director Jay Bautista said Wednesday during the presentation of

the studys results in Makati City.

The survey interviewed 1,000 train riders500 from the MRT, 250 from

LRT-1, and 250 from LRT-2in February 2009. It has a margin of error of

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5 percent. Respondents were chosen using random sampling.

Bing Kimpo, vice president for communications and special projects of

Trackworks, the marketing arm of MRT, said the phenomenon that more

Filipinos are spending most of their time outside their home paved the way

for the development of out-of-home advertisements.

Kimpo said advertisements seen on train stations, ticket windows, inside

trains and train wraps are noticeable by commuter. These are places

where advertisers and buyers meet.

He said the culture brought by the boom in business process outsourcing

also made more Filipinos mobile. We have a more mobile lifestyle right

now.

INCREASINGEXPOSURE

The study noted the respondents exposure to out-of-home media grew

from 62 percent 2004 to 68 percent in 2009.

Exposure to the Internet grew from 18 to 32 percent during the same

period, while exposure to television increased from 93 to 96 percent.

Exposure to cinema declined from 36 to 25 percent while exposure to

newspaper fell from 47 percent to 25 percent.

Despite the increased mobility of Filipinos, advertisers spending onout-of-home media or outdoor ads remained low compared to traditional

forms of media.

According to the 2008 Philippine Media Spend Landscape, out-of-home ads

account for a meager 2 percent of advertising expenditures. TV accounts

for 73 percent, while radio and print account for 18 percent and 7 percent,

respectively.

FORPOLITICIANS,TOO

When asked whether out-of-home advertisements can be used by

politicians to reach voters, Kimpo said so far this is no legal impediment to

using this media to advertise or promote their advocacies.

There is no law that prohibits politicians from using out-of-home

advertisements, Kimpo said. When the campaign season starts, we will


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follow the guidelines set by the Commission on Elections.

However, he said, there are no attempts at this point by politicians to

approach them for possible ad placements on the MRT.

Nielsens Bautista said that politicians will soon use outdoor

advertisements in their campaigns. They will explore that because theywill be reaching the voting population.

RIDERSPROFILE

The study revealed that the MRTwhich plies EDSA from Taft Avenue in

Pasay City to North Avenue in Quezon Citycaters more to the 25-49-

year-old riders.

Its a cross section of Metro Manila consumers, Bautista said, referring to

white collar and blue collar workers.

The two LRT lines, the study showed, are skewed toward the younger age

group. Around 30 percent of the commuters using LRT-1which plies from

Baclaran in Paraaque City to Monumento in Caloocan Cityare students.

Students comprise 42 percent of the riders of LRT-2, which plies from

Santolan in Pasig City to Claro M. Recto Avenue in Manila. The study noted

that almost 1 in 10 LRT-2 riders (9 percent) is a small-scale entrepreneur.

These are entrepreneurs who travel from Marikina and Quezon City all theway to Recto, Bautista explained. Recto is the drop-off point for

small-scale businessmen who go to Manilas bargain center, Divisoria.

The study revealed that trains influenced the lifestyle of riders. Since some

of these trains stations are connected to shopping malls, riders are more

likely to go to these malls, with most of them visiting twice a month.

(Newsbreak)

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Last Updated ( Wednesday, 08 July 2009 )

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trains are best place for ads (newsbreak online), 08 july 2009

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