Indiantelevision.com Team

(12 February 2009 10:30 pm)

MUMBAI: Out-of-Home Media (India) and The Nielsen Company have released the findings of the residential research, an extension of OOH Metrics, that was conducted across locations in Mumbai and Gurgaon. The residential research covers a sample size of approximately 1700 in 30 locations where OOH screens are present.

The findings of the research captures the major shift in lifestyle that is taking place in urban India with people increasingly spending more time outside their homes in places like malls, multiplexes, gyms and restaurants. For advertisers this creates new challenges, since traditional media may be falling short in reaching out to this target group.

The study reflects that the highest average frequency for visiting a particular location is for gyms – five times a week. It also reveals that 48 per cent of Mumbai residents visit restaurants at least once per week while 36 per cent occupants visit malls once in every 15 days.

The study also points out that the average time spent at any particular place outside the ‘home’ space is highest for multiplexes (more than three hours). Meanwhile, maximum residents (more than 45 per cent) spend 1-2 hours in malls and restaurants. On an average, people spend more than one hour in bookstores, gyms and beauty parlours.

OOH Media central sales officer Niloufer Dundh says, “The residential research will help the media planners and advertisers understand the out-of-home lifestyle of their target audience. The need of the hour is that out of home TV has to be an integral part of the media plan of any advertiser to get the desired results.”