MRUC and Hansa Research have launched the Indian Outdoor Survey (IOS) for audience measurement of the outdoor medium. IOS is targeted at planners, media owners and advertisers. It has currently been launched in Mumbai and Pune and will be rolled out in other cities after a year.
The survey includes 4500 household interviews. Over 70 site parameters for 4500 sites in Mumbai were collected and collated over nine months. IOS aims to appraise outdoor sites with respect to their ‘visibility’ quality and provide ‘reach’ for the selected site as part of a campaign plan.
The findings of the survey show that outdoor has 66% reach (while print has 67% and radio has 31%). In terms of gender the reach is 77% for men and 50% for women. Age wise, outdoor has 69% reach for the 15-19 group, 71% for 20-29, 65% for 30-49 and 57% for 50+.In terms of occupation, outdoor has 73% reach for workers, 79% for shop owners, 92% for clerk/supervisor, 92% for junior/senior executive, 91% for businessmen. In terms of socio economic class, outdoor has 69% reach for SEC A, 68% for SEC B+C and 63% for SEC D+E. The study also talks about travel behaviour according to various parameters.
In terms of opportunities, the survey says that nearly 200 stretches in Mumbai have BQS (bus sheltors) but no hoardings. Over 400 stretches, of 960, have no hoardings at all.
