Metro advertising efficiency in 2008.

A traditional market research dedicated to the Moscow metro advertising efficiency was carried out in May and June 2008. That was the fifth marketing project implemented by TNS Gallup Media by request of OOO “Olimp”, the underground visual communications market operator.

As before, the main research objectives were the evaluation of attentiveness of Moscow residents to the advertisement accommodated on the Metro territory and to particular advertising media types, as well as a description of passengers’ social-and-demographic structure.

Like previous projects the 2008 Metro Advertising Efficiency research included a telephone inquiry of Moscow residents 16 years of age and older. The volume of a random double-stage sampling was 2000 accomplished interviews that represent the universe general population of 9.16 million people. The second part of the research was based on the information from 500 personal interviews that TNS Gallup Media personnel have carried out at various stations of the Moscow metro.

The telephone interviews showed that:

• On average 75% of Moscow adult population (about 6.9 million people) use the Metro every month, on average 36% of Moscow residents (over 3.3 million people) use the Metro every day.
• Almost 3.5 million people take at least one trip a day during week-days, and 1.3 million Moscow residents take at least one trip on week-ends.
• About 82% of passengers spend more than half-hour in the Metro.

The social-and-demographic image of the metro passengers:

Consumers’ characteristics and life-style.

• Metro users spend their leisure time in different ways visiting cafes, beauty shops, movie theaters, etc. More than half of the Metro passengers (3.8 million people) use the Internet permanently.
• Metro passengers also use various household appliances and electronics ranging from DVD devices (4 million people) and desktop computers (3.7 million people) to games consoles (800 thousand people).
• About 60% of passengers currently use bank products. In this regard one third of passengers has a payroll card (2.3 million people) and about one-fourth has a check account (1.7 million people).

Attention to advertisement in the Metro.

• About 90% of the metro passengers (88%, 6.1 million people) paid attention to advertisement in the Moscow metro at least once during the month prior to the inquiry. In this regard almost half of the passengers (45%, 3.1 million people) paid attention to advertisement during each trip.
• The following groups pay attention to advertisement more often than others:
  • 16-64 years old women
  • people with higher education
  • middle-class and well-off Moscow residents.

When assessing the attentiveness to the advertisement carriers’ types TNS Gallup Media employees obtained the following results:

Advertisement types	Phone inquiry results		Personal interviews results
	Pay attention to this advertisement type
	At least sometimes (at least once a month)	During each “average” trip	At least sometimes (at least once a month)	During each “average” trip
Stickers in metro cars	70%	39%	Figures were not assessed	Figures were not assessed
Ñòèêåðû íà ñòåíàõ âàãîíîâ	Figures were not assessed	Figures were not assessed	94,7%	67,3%
Ñòèêåðû íàä îêíàìè è äâåðÿìè âàãîíîâ	Figures were not assessed	Figures were not assessed	83,9%	50,7%
Stickers on the car glass doors	Figures were not assessed	Figures were not assessed	83,9%	50,7%
ÑStickers with the metro lines scheme in the cars	44%	21%	Figures were not assessed	Figures were not assessed
Boards along the escalators	75%	43%	90,3%	47,3%
Posters on the walls opposite the platforms	41%	28%	86,6%	45,7%
Illuminated boards in the halls	35%	21%	65,1%	23,6%
Boards without illumination in the halls	Figures were not assessed	Figures were not assessed	61,9%	19,5%

• During the past year about 25% of Moscow residents (1.7 million people) used the addresses and/or phone numbers given in advertisements accommodated in the Moscow metro.

Metro advertising efficiency in 2009

Metro advertising efficiency in 2007

Metro advertising efficiency in 2006

Metro advertising efficiency in 2005

Metro advertising efficiency in 2004