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Mumbai Outdoor Survey Launches
In India, the Media Research User's Council (MRUC) and Hansa Research have finally rolled out their Indian Outdoor Survey (IOS) in Mumbai.
The study, which measures audiences for outdoor media, was planned to go live in the city in March 2008, but was stalled to allow time to get sponsors on board.
Explained Hansa Research MD Ashok Das: 'For Mumbai, it's been 18 months from the start of the study until roll out. This has by far been the most difficult study undertaken in terms of complexities.'
IOS is designed to establish traffic, cover and frequency estimates, using planning software that provides details on 4,500 outdoor sites in 1,000 road stretches in Mumbai.
The tool provides an estimate of count of traffic - two wheelers, three wheelers, bus, car/taxi and pedestrians - by an estimate of the travelling population present on the road stretch and their profiles.
It also provides site photographs and site parameters by area, and allows comparison of up to six sites at a time via its 'Plan Optimizer' and 'Plan Evaluator' functions.
'IOS allows advertisers to plan campaigns targeted to reach select audiences,' said MRUC General Manager Sabina Solomon. 'Through this study, advertisers can conduct campaign planning for buying specific sites.'
Initial results from the city have shown that outdoor reach is similar to print reach, while the reach of TV is the highest. The percentage of men that can be reached outdoors is 77%, compared with 50% for women, while Internet, cinema and print also show significant differences in penetration by gender.
Web sites: http://mruc.net and www.hansaresearch.com .
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