Big Street unveils DMRC Line II effectiveness study

Televisionpoint.com Correspondent | New Delhi
Big Street, a subsidiary of the Reliance Big Entertainment that operates in the media aggregation space, has unveiled the key research findings of an independent study undertaken by The Nielsen Company.

The research was undertaken to measure the effectiveness of the Delhi Metro Rail Corporation (DMRC) Line II, across 10 stations – Central Secretariat, Patel Chowk, Rajeev Chowk, New Delhi, Chawri Bazaar, Chandni Chowk, Kashmere Gate, Civil Lines, Vidhan Sabha and Delhi University – as a preferred medium for advertisers and also to get an understanding of the commuter profile and demographics.

Nielsen officials conducted a total of 1,460 interviews across the 10 stations on all seven days of the week in two shifts. As per the study, Kashmere Gate had the highest footfalls, with an average of 49,500 footfalls a day. Patel Chowk and Central Secretariat emerged as the stations that had the highest percentage of the female commuters at 38 per cent and 39 per cent, respectively. Delhi University had over 72 per cent commuters traveling four days a week on the Metro.

Mayank Pande, regional business head, Big Street - North & East, said, "Our sponsoring this research is in line with our principle of building accountability to our endeavours in the OOH space. We strongly believe in customer centric solutions that are aided by objective data. With this report, we can suggest to our advertisers and customers more intelligently."

"We understand that customers look at outcomes, hence, measuring outputs is the key. This has not only helped us build more reason, but also has enhanced our solutions; creating continuous innovations for impact. This includes projection displays, creative product displays/show windows, vending machines, product sampling, cutting edge displays, etc." Pande adds.

Chandana Banerjee, director, client solutions, The Nielsen Company, said, "Our research shows that almost 40 per cent of the commuters in Line II of DMRC belong to socioeconomic class A. They are young with an average age of about 27 years and a sizeable proportion of them are students. Given this profile, this medium is likely to become attractive to marketers having a direct interest in this TG, particularly given the fact that approximately 12 per cent recall having seen any advertising in this relatively new medium, which is quite substantial in the context of any spontaneous outdoor ad recall."

Ashish Kumar, deputy general manager, marketing, DMRC, added, "DMRC has had a wonderful working relation with Big Street over the past one year. Through this study, Big Street has brought out new insights into the overall traffic patterns and commuter profiles on DMRC Line II. This helps in understanding backgrounds and demographic profiles of commuters – age group, occupation, education, mode of reaching the station, etc."

"Big Street has contributed to the overall beautification of Line II by maintaining aesthetically pleasing displays. Big Street is today working together on bringing new ideas and innovation to DMRC for the benefit of the end consumer. By the end of Phase II, DMRC will be a key transit medium catering to more than 2 million commuters per day and will be an ideal location for advertising and reaching out to the people of NCR region." Ashish adds.