Metro advertising efficiency in 2004
In spring 2004 TNS Gallup Media carried out a research in order to assess the efficiency of advertisement allocated in the Moscow Metro. The main assessment goals were such indices as attentiveness to Metro advertisement, advertising media and a description of passengers’ social-and-demographic structure.
This research involved passengers from the Moscow Metro at the age of 16 and older and who are Moscow residents.
Interviews aimed at the assessment of passenger traffic flows showed that:
- On average the Metro is used by 69% of Moscow adult population per month (more than 4.9 million people), on average per day – by 35.6% of Moscow residents (about 2.5 million people).
- On average 1.8 million people use the Metro twice and more often per day on weekdays and about 463 thousand people on weekends..
- 1.8 million people spend at least one hour in the Metro on weekdays and 1.3 million people on weekends.
The proportion of passengers as per their social and demographic properties was also assessed: - Metro passengers are represented by all demographic and social groups of the Moscow population.
- Approximately 2.8 million (57%) of the Metro passengers are women and 2.1 million (43%) are men.
- The largest (in number) passengers age group are 35 to 44 years old Moscow residents (20% or 996 thousand people) and 45 to 54 years old passengers (18% or 876 thousand people).
- About 4.2 million of Moscow residents (85% of the Metro passengers) at least occasionally pay attention to various types of advertisement surfaces in the Metro. About 2.3 million people (46% of the passengers) pay attention to advertisements during each trip by Metro.
- The following categories of people take notice of advertisement more often than any other group of passengers:
- 20-24 year old men,
- 16-19 and 25-54 year old women,
- people with higher education,
- with «average» income,
- white collars,
- students.
TNS Gallup Media study of attentiveness to various advertising media showed that:
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According to the results of phone interviews approximately 74% of the Metro passengers (3.6 million people) take notice of boards on the Metro escalator vaults at least occasionally. 36% of the passengers (1.8 million people) pay attention to this type of advertising media during each trip by Metro.
Personal interviews taken in the Metro showed that 93.8% of all the Metro passengers notice boards on the Metro escalator vaults at least once a month. During one “average” trip this type of advertisement attracts attention of 66.7% of the passengers.
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In accordance with findings of the phone inquiry stickers inside carriages draw attention of 68% of the passengers (about 3.3 million people) at least from time to time. Around 24% of the Metro users (1.2 million Moscovites) never miss this type of advertisement. |
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Interviews taken by TNS Gallup Media employees in the Metro revealed that stickers inside carriages attract attention of 92.0% of the passengers not less than once a month and of 73.6% of the Metro users on average during one trip. |
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Also the same interviews showed that stickers on the chamfer come into notice of 84.2% of the passengers not less than once a month and of 54.5% of the Metro users on average during one trip. |
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Judging by the results of interviews conducted by TNS Gallup Media in the Metro stickers on the carriage doors fix the attention of 82.8% of the Metro passengers at least sometimes. They interest 52.9% of the passengers on average during one trip. |
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Posters on the line walls in front of the platforms gain attention of 85.5% of the Metro users at least occasionally and of 47.5% of the passengers during one “average” trip. |
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According to the results of the phone inquiry about 36% of the passengers get sight of stickers on the Metro stations doors at least sometimes. During each trip this type of advertising media meets the eye of 9% of the Metro passengers (461 thousand Moscovites).
Interviews taken by TNS Gallup Media employees in the Metro showed that stickers on the Metro stations exit/entrance doors attract notice of 66.7% of all the passengers at least from time to time and of 33.3% of the passengers during one “average” trip. |
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Telephone survey gave evidence of the fact that illuminated boards at the Metro station halls and passages call attention of about 27% of the passengers (approximately 1.3 million people) at least once in a while and of a little less than 6% of the Metro users (approximately 283 thousand Moscovites) at all times. Interviews taken in the Metro showed that illuminated boards at the Metro station halls are noticed by 70.4% of the passengers at least once a month and by 29.2% of the Metro users during one average trip. |
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62.3% of the Metro users pay attention to non-illuminated boards at the Metro station halls not less than once a month and 25.2% of the passengers on average during one trip. |
Metro advertising efficiency in 2009
Metro advertising efficiency in 2008
Metro advertising efficiency in 2007
Metro advertising efficiency in 2006
Metro advertising efficiency in 2005
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