SAM Report (NSE Research at Mumbai CST & Chennai

S c r e e n A u d i e n c e M e a s u r e m e n t ( S A M )

O O H D i g i t a l A U D I O V I S U A L M e d i a w i t h R a i l w a y s M U M B A I C S T & C H E N N A I C e n t r a l S t a ti o n s

Research By: Armour Display Systems Pvt. Ltd.

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C O N T E N T

Background Credentials of MRSS India

About MRSS India Industry Knowledge & Insight MRSS India Footprints Our Clients

Research Survey Details Research Survey Findings

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Background

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Armour Display Systems (ADS) provides train information to passengers waiting at the station lounge, on the platforms. These

information are displayed on the Plasma TV Screens placed at strategic locations and the announcements are done through high quality

speakers. The whole system is managed through their own dedicated control room at each of the station locations.

Currently, ADS is present at Mumbai, Chennai, Hyderabad, Bangalore and Pune stations.

With the amount of footfalls ( FRESH EYEBALLS EVERYDAY ) at any railway station, the integrated audio visual display systems is a new

medium for marketer to advertise their products.

With a view to gather a feedback on this medium and specifically the brand recall, MRSS India was designated to undertake a research

for NSE at Mumbai CST and Chennai Central stations.

MRSS India is Largest Independent Full Service Market Research Firm in Asia & MENA ( Middle East & North America) with 6 offices in

India with state of the art, qualitative research facilities having presence in almost all major cities in India and globally as well.

MRSS India conducted this research simultaneously at both the locations.

The subsequent slides provide an insight on the methodology and the research findings.

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About MRSS India

Largest Independent Full Service Market Research Firm in Asia & MENA (Middle East &

North America)

6 offices in India with state of the art, qualitative research facilities.

65 CATI stations nation-wide.

CAPI capability (Tablet Based).

Video streaming PAN India.

Over a decade of deep experience across sectors.

Membership of ESOMAR, QRCA and MRA.

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Industry Knowledge & Insight S

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Creation Development Innovation Sales High Tech

Healthcare

Finance

Retail

Entertainment

Consumer electronics

Automotive • Opportunity

analysis • Concepts testing• Strategy

development• Strategy

development• Business planning

• Completion analysis

• Marketing Mix• Communication

Analysis• Market

Segmentation• Corporate image

• Effectiveness audio

• Brand extensions• War Games• New opportunities

identification• PKM

• Market research• Customer

satisfaction• Advertising testing• Buying Behaviors

Analysis

P

P

P

P

P

P

PPPPPP

PPPPPP

PPPPPP

We are able to help,

with « ad-hoc »

projects, at any step of

a company life-cycle, in

several different

business sectors

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Our Clients S

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FMCG ICT Auto Pharmaceutical Others• Johnson & Johnson• Unilever• Kellogg’s• Nestle• General Mills• Procter & Gamble

• Hewlett Packard• Microsoft• Dell• Nokia• Intel• IBM• Yahoo• Cisco• Motorola• Siemens• Alcatel-Lucent• Kaspersky Lab

• Tata Motors• Jaguar• Land Rover• Ford• Nissan• Toyota• Johnson Controls

• GlaxoSmithKline• Novartis• Ranbaxy• Bayer• Sanofi-Aventis• AstraZeneca• Bristol-Myers• Abbott Labs

• British Airways• Lufthansa• Levis• Femina• Toyota• Castrol• Vodafone• ICICI• Visa• Jaguar• Deloitte• Pro-Mexico

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MRSS India conducted this research during 17th April – 19th April 2013.

At both the locations, we employed two teams in two different shifts – morning and

evening.

This was done so as to –

Tap both the inbound as well as outbound and also the waiting passengers.

Manage to get passengers of various ethnicity.

Permissions from the railway authorities to carry out the field-work were accorded to us

by ADS.

The sample size planned at each location was 1000 and the total sample size was 2000.

We maintained soft quotas for Gender.

Research Survey Details S

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Sample Spread

CITY SAMPLE PLANNED

SAMPLE ACHIEVED

MUMBAI 1000 1002

CHENNAI 1000 1003

TOTAL 2000 2005

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R E S E A R C H S U R V E Y F I N D I N G S

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Respondent Profile – Overall Respondent Profile – At Mumbai Respondent Profile – At Chennai Respondent Profile – Overall Respondent Profile – At Mumbai Respondent Profile – At Chennai Respondent Profile – Amount Of Time Spent

Gender wise

Occupation & Income wise

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Males58.2%

Females41.8%

GENDER

Respondent Profile – Overall

Tamil Nadu21%

Kerala10%

AP11%Maharashtra

17%

Karnataka8%

MP3%

UP11%

WB5%

Gujarat5%

Orissa4%

Others4%

NATIVE OF

Base: 2005 Base: 2005

• Of the total sample of respondents, 58% were males and 42% were females.

• At an overall level, for Mumbai and Chennai put together, passengers that were natives of Tamil Nadu formed around 22%, followed by Maharashtra at 17%, AP, UP & Kerala followed closely.

• Although local state respondents were predominant along with regional crowd, and, additionally other states ( pan India ) passengers form a significant group of passengers , thus reflecting a PAN INDIA SPREAD OUT.

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Males57.1%

Females42.9%

GENDER

Base: 1002

Native of

9.3

6.6

7.5

30.6

5.83.3

16.4

6.6

5.92.65.2

OthersOrissaGujaratWBUPMPKarnatakaMaharashtraAPKeralaTN

Native of

4

6.3

8.6

33.3

5.63.5

12.8

5.1

7.4

7.9

5.6


All Figs in (%)

Maharashtra

UP

AP

Maharashtra

UP

TN

• At Mumbai, most of the passenger amongst males and females were from Maharashtra at 30.6% and 33.3% respectively, followed by that of UP along with a PAN INDIA SPREAD OUT.

Respondent Profile – At Mumbai S

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Respondent Profile – At Chennai

• At Chennai, most of the passenger amongst males and females were from Tamil Nadu at 31.8% and 42.2% respectively, followed by that of Kerala and AP along with a PAN INDIA SPREAD OUT.

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Males59.3%

Females40.7%

GENDER

Native of

31.8

13.4

13.6

3.7

10.6

3.9

8.1

43.74

3.2


Native of

42.2

12.3

14.2

1.7

10.3

1.25.93.73.42.92.2


All Figs in (%)

Base: 1003

Kerala

AP

TN

Kerala

AP

TN

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Student24%

Salaried48%

Business20%

None7%

OCCUPATION

Respondent Profile – Overall

Rs. 5000 - Rs. 10,000

19%

Rs. 10,001 - Rs. 25,000

29%Rs. 25,001 - Rs. 50,000

41%

Rs. 50,001 and above12%

MONTHLY INCOME

Base: 2005 Base: 2005

• Passengers were mostly Salaried and comprised of 48% of the pie, followed by Students at 24% and Businessmen at 20%.

• 41% of the passengers were in the income category of Rs. 25,001/- – Rs. 50,000/-. The mean income was noticed to be at Rs. 30,788/-.

Mean Income: Rs. 30,778

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Student24%

Salaried49%

Business21%

None6%

OCCUPATION

Respondent Profile – At Mumbai

Rs. 5000 - Rs. 10,000

19%

Rs. 10,001 - Rs. 25,000

28%

Rs. 25,001 - Rs. 50,000

39%

Rs. 50,001 and above

14%

MONTHLY INCOME

Base: 1002 Base: 1002 Mean Income: Rs. 31,380

• In Mumbai, salaried passengers comprised of 49% of the pie, followed by Students at 24% and Businessmen at 21% .

• 39% of the passengers were in the income category of Rs. 25,001/- – Rs. 50,000/- followed very closely by passengers in the income category of Rs. 10,001 – Rs. 25,000 at 28%. The mean income was noticed to be at Rs. 31,380/-.

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Student24%

Salaried47%

Business20%

None9%

OCCUPATION

Respondent Profile – At Chennai

Rs. 5000 - Rs. 10,000

18%

Rs. 10,001 - Rs. 25,000

29%Rs. 25,001 - Rs. 50,000

42%

Rs. 50,001 and above11%

MONTHLY INCOME

Base: 1003 Base: 1003 Mean Income: Rs. 30,177

• In Chennai, salaried passengers comprised of 47% of the pie, followed by Students at 24% and Businessmen at 20%.

• 42% of the passengers were in the income category of Rs. 25,001/- – Rs. 50,000/- followed distantly by passengers in the income category of Rs. 10,001 – Rs. 25,000 at 29%. The mean income was noticed to be at Rs. 30,177/-.

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Less than 30 Min.27%

30 Min. - 45 Min.39%

45 Min. - 1 Hr.20%

More than 1 Hr.

14%

AMOUNT OF TIME SPENT

Respondent Profile – Amount Of Time Spent

Base: 2005

• At an overall level, it is observed that almost 59% of the passengers time spent on the station is between 30 minutes to 1 hour, & those passengers waiting for more than 1 hour was around 14%.


30 Min. - 45 Min.45%

45 Min. - 1 Hr.26%

More than 1 Hr.8%

AMOUNT OF TIME SPENT - MUMBAI


30 Min. - 45 Min.34%

45 Min. - 1 Hr.15%

More than 1 Hr.20%

AMOUNT OF TIME SPENT – CHENNAI

Base: 1002

Base: 1003

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O V E R A L L

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Advertisements Recalled Brands Recalled – Tom – Mumbai (Unaided) Brands Recalled – Tom – Mumbai (Aided) Brands Recalled – Tom – Chennai (Unaided) Brands Recalled – Tom – Chennai (Aided) Quality Of Announcement – City Wise Quality Of Announcement – Gender Wise Quality Of Display – City Wise Quality Of Display – Gender Wise

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Yes66%

No34%

OVERALL

Advertisements Recalled

Base: 2005

Yes71%

No29%

MUMBAI

Base: 1002

Yes61%

No39%

CHENNAI

Base: 1003

• At an overall level, it is observed that almost 66% passengers recalled having seen an advertisement in between the train announcements.

• In Mumbai the recall for any advertisement was at a high of 71%, in Chennai it was around 61%.

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Brands Recalled – TOM – Mumbai

All Figs in (%)

SET

MA

X - I

PL LIC

Revi

tal

Man

napu

ram

Sunf

east

Cas

hew

...

Tata

Mot

ors

ICIC

I Pru

Life

SBI B

ank

NSE

Ars

h Ka

lp

0.02.04.06.08.0

10.012.014.016.018.020.0

18.3

13.9 13.9

11.210.2

8.8 8.37.4

5.6

2.1

TOP OF MIND AWARENESS (UNAIDED)

• In Mumbai, IPL at 18.3% was the most recalled advertisement at TOM level, followed by LIC & Revital at 13.9%.Base: 909

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Base: 909

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Brands Recalled – Aided – Mumbai

All Figs in (%)

SET

MA

X - I

PL

Revi

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Tata

Mot

ors

Sunf

east

Cas

h...

SBI B

ank

ICIC

I Pru

Life

Man

napu

ram

NSE

Punj

ab N

ation

a...

Ars

h Ka

lp LIC

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

32.430.0

28.6

24.022.4

15.4 14.4 13.2

9.46.8

3.2

SPONTANEOUS & AIDED AWARENESS

• In Mumbai, IPL at 32.4% was the most recalled advertisement at Spontaneous & Aided level, followed by Revital & Tata Motors at 30% and 28.6% respectively.

Base: 733

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Brands Recalled – TOM – Chennai

All Figs in (%)

SET

MA

X - I

PL LIC

Aas

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ad S

...

Man

napu

ram

Air

cel

ICIC

I Pru

Life

Tata

Mot

ors

Chen

nai S

ilks

NSE

RKG

Ghe

e

Nar

asus

Coff

ee

V Ca

re S

pa

Tiru

mal

a M

ilk

Vent

ura

Pum

ps

Revi

tal0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.033.0

10.6 10.5

7.0 6.9 6.95.1 4.1 3.7 2.9 2.6 2.5 1.5 1.3 0.3

TOP OF MIND AWARENESS (UNAIDED)

• IPL at 33% was the most recalled advertisement at TOM level, followed by LIC at 10.6% and Aashirwad Sambhar Masala at 10.5%.

Base: 631

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Brands Recalled – Aided – Chennai

All Figs in (%)

Aas

hirw

ad S

am...

Revi

tal

Nar

asus

Coff

ee LIC

RKG

Ghe

e

SET

MA

X - I

PL

NSE

ICIC

I Pru

Life

Man

napu

ram

Tiru

mal

a M

ilk

Tata

Mot

ors

V Ca

re S

pa

Air

cel

Vent

ura

Pum

ps

Chen

nai S

ilks

0.0

5.0

10.0

15.0

20.0

25.0

20.418.2 17.7 17.2

16.1 16.1 15.8

12.5 12.1 12.0 11.4 11.1

8.6

5.43.7

SPONTANEOUS & AIDED AWARENESS

• Aashirwad Sambhar Masala at 20.4% was the most recalled advertisement at Spontaneous & Aided level, followed by Revital at 18.2% and Narasus Coffee at 17.7%.

Base: 612

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Quality Of Announcement – City Wise

All Figs in (%)

For the parameter of Quality of announcements at the railway stations, at an overall level, the top 2 box score was observed to be 70% and the mean score was 3.95.

In Mumbai, the top 2 box score was 67.7% with 50% passengers giving a rating of “above average”.

In Chennai, the top 2 box score bettered the overall score with 73.2% with almost 45% passengers giving a rating of “excellent”.

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ALL Mumbai Chennai0%

10%20%30%40%50%60%70%80%90%

100%

1.3 1.8 0.700000000000001

2.9 4.8 0.700000000000001

25.6 25.825.4

39.850.4

27.5

30.417.3

45.7

Poor Below Average Average Above Average Excellent

4.2

3.95

70.2

6.6

3.77

67.7

1.4

4.17

73.2

Bottom 2 Box

Mean (5 point Scale)

Top 2 Box

Base 1787 959 828

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Quality Of Announcement – Gender Wise

ALL Males Females0%

10%20%30%40%50%60%70%80%90%

100%

1.3 1.6 0.82.9 2.5 3.5

25.6 2230.7

39.8 40.239.2

30.4 33.725.7


4.2

3.95

70.2

4.1

4.02

73.9

4.4

3.86

65.0

Bottom 2 Box


Top 2 Box

All Figs in (%)Base 1787 1053 734

The top 2 box score for males was observed to be almost 74%, with 40% rating the quality to be “above average” and 33.7% rating the quality “excellent”.

The top 2 box score in case of females at 65% was slightly lower as compared to that for males, albeit the “above average” rating was almost similar and “excellent” rating was slightly lower in comparison to that in males.

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Quality Of Display – City Wise

ALL Males Females0%

10%20%30%40%50%60%70%80%90%

100%

1 1 11.9 2.7 1

20.9 18.723.4

34.8 49.617.5

41.5 27.957.1


2.9

4.14

76.3

3.7

4.01

77.5

2.0

4.29

74.6

Bottom 2 Box


Top 2 Box

All Figs in (%)Base 1787 1053 734

The top 2 box score for males was observed to be almost 74%, with 40% rating the quality to be “above average” and 33.7% rating the quality “excellent”.

The top 2 box score in case of females at 65% was slightly lower as compared to that for males, albeit the “above average” rating was almost similar and “excellent” rating was slightly lower in comparison to that in males.

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Quality Of Display – City Wise


10%20%30%40%50%60%70%80%90%

100%

1 1 11.9 2.7 1

20.9 18.7 23.4

34.849.6

17.5

41.527.9

57.1


2.9

4.14

76.3

3.7

4.01

77.5

1.9

4.29

74.6

Bottom 2 Box


Top 2 Box

All Figs in (%)Base 1787 959 828

For the parameter of Quality of display at the railway stations, at an overall level, the top 2 box score was observed to be 76% and the mean score performed well at 4.14

In Mumbai, the top 2 box score bettered the national average at 77.6% with almost 50% passengers giving a rating of “above average”

In Chennai, the top 2 box score was 74.6% but a high of 57% passengers giving a rating of “excellent”

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Quality Of Display – Gender Wise

ALL Males Females0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 1 11.9 1.9 1.9

20.9 19.9 22.2

34.8 34.1 35.7

41.5 43 39.2


2.9

4.14

76.2

2.9

4.16

77.1

2.9

4.10

74.9

Bottom 2 Box


Top 2 Box

All Figs in (%)Base 1787 1053 734

The top 2 box score for males was observed to be better than the overall level at 77.1%, with 43% rating the quality to be “excellent” and 34.1% rating the quality “above average”.

The top 2 box score in case of females almost at 75% was slightly lower as compared to that for males, the rating on above average was higher and rating on excellent was observed to be lower as compared to males.

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N a t i o n a l S t o c k E x c h a n g e

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Brand Specific Diagnostics Like To Know More Quality Of Advertisement – City Wise Quality Of Advertisement – Gender Wise

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Male Female Male FemaleMumbai Chennai

05

1015202530354045

39 36

13

33

OBSERVED CARTOON CHARACTER – GENDER WISE BY CITY

Brand Specific Diagnostics

Mumbai Chennai0

10

20

30

40

38

21

OBSERVED CARTOON CHARACTER

Male Female0

10

20

30

40

26 34

OSBSERVED CARTOON CHARACTER

Base 1002 1003 Base 1167 838

All Figs in (%)

MUMBAI CHENNAI S

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All Figs in (%)

Yes29%

No71%

47%

RECALLED BRAND NSE

Observed Cartoon Character

Base: 2005

OVERALL

• At an overall level, for the NSE advertisement, amongst the 29% people recalling the advertisement, 278 passengers associated cartoon advertisement with Brand NSE.

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Like To Know More – NSE / Nifty / ETF

Mumbai Chennai5658606264666870 68

61

Male Female0

50

100

63 68

Base 179 99 Base 148 130

All Figs in (%)


0

20

40

60

80

70 6444

72

MUMBAI CHENNAI

LIKE TO KNOW MORE – GENDER WISE BY CITY

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Quality Of Advertisement – City Wise


10%20%30%40%50%60%70%80%90%

100%

1 1.1 0.91.5 1.9 0.9

27.216.1

46.9

47.4 65.116

22.8 15.935.2


2.5

3.90

70.2

2.9

3.93

81.0

1.9

3.84

51.2

Bottom 2 Box


Top 2 Box

All Figs in (%)

For the parameter of Quality of advertisement of NSE, at an overall level, the top 2 box score was observed to be 70% and the mean score was 3.9.

In Mumbai, the top 2 box score bettered the national average at 81% with 65% passengers giving a rating of “above average” and about 16% rating “excellent”.

In Chennai, the top 2 box score at 51% was lower compared to overall level mostly attributing to the fact that 47% rated it as “average”.

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Quality Of Advertisement - Gender Wise

ALL Males Females0%

10%20%30%40%50%60%70%80%90%

100%

1 1 11.5 1 2.1

27.2 25.6 29

47.4 53.1 41.3

22.8 19.3 26.6


2.5

3.90

70.2

2.0

3.89

72.5

3.1

3.90

67.8

Bottom 2 Box


Top 2 Box

All Figs in (%)

The top 2 box score for

males was observed to be

better than the overall level at

72.5%, with 53% rating the

quality to be “above average”

and 19.3% rating the quality

“excellent”.

The top 2 box score in case

of females almost at 68% was

marginally lower as compared

to that for males, the rating on

above average was lower and

excellent was higher as

compared to males.

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A d d i t i o n a l B R A N D S P E C I F I C

ICICI Prudential Life Insurance I T C (Sunfeast & Aashirwad Sambhar Masala)

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I C I C I P r u L i f e I n s u r a n c e

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Mumbai Chennai0

10

20

30

40

50

44

24

OBSERVED FAMILY

Male Female0

10

20

30

40

50

29

40

OSBSERVED FAMILY

Base 1002 1003 Base 1167 838

All Figs in (%)Male Female Male FemaleMumbai Chennai

0

10

20

30

40

50

44 43

15

38

MUMBAI CHENNAI

OBSERVED FAMILY- GENDER WISE BY CITY

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All Figs in (%)

Yes34%

No66%

35%

Observed family

Base: 2005

Yes44%No

56%73%

Observed family

Base: 1002

Yes24%

No76%

49%

Observed family

Base: 1003

OVERALL MUMBAI CHENNAI

• At an overall level, for the advertisement, amongst the 34% people recalling the advertisement, 65% (440 passengers ) recalled the brand name correctly.

• In Mumbai 73% (332 passengers) while 49% (118 passengers) in Chennai recalled the brand name correctly.

Recalled-ICICI PRU LIFE Recalled-ICICI PRU LIFE Recalled-ICICI PRU LIFE

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Like To Know More

Mumbai Chennai0

50

100

7449

Male Female0

50

100

68 62

Base 1002 1003 Base 1167 838

All Figs in (%)


6062646668707274767880

66 66 67

78

MUMBAI CHENNAI

LIKE TO KNOW MORE- GENDER WISE BY CITY

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10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.600000000000001

0.700000000000001 0.44.3 5.7 1.7

2311.9

43.2

47 6319

25 1937


4.9

3.92

72.1

6.4

3.93

81.7

2.1

3.89

54.8

Bottom 2 Box


Top 2 Box

All Figs in (%)

For the parameter of Quality of advertisement of ICICI Pru Life, at an overall level, the top 2 box score was observed to be 72% and the mean score was 3.92.

In Mumbai, the top 2 box score bettered the national average at 81% with 63% passengers giving a rating of “above average” and 19% rated “excellent”.

In Chennai, the top 2 box score at 55% was lower compared to overall level but the “excellent” rating at 37% was higher than overall levels at 25%.

Quality Of Advertisement – City Wise S

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ALL Males Females0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.600000000000001

0.600000000000001

0.600000000000001

4.3 4.4 4.1

23 16.529.6

46.8 54.639.1

25.3 23.9 26.6


4.9

3.92

72.1

5.0

3.97

78.5

4.7

3.87

65.7

Bottom 2 Box


Top 2 Box

All Figs in (%)

The top 2 box score for males was observed to be better than the overall level at 78.5%, with almost 55% rating the quality to be “above average” and 24% rating the quality “excellent”

The top 2 box score in case of females almost at 66% was lower as compared to that for males, the rating on above average was lower and excellent was higher as compared to males

Quality Of Advertisement - Gender Wise S

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I T C – S U N F E A S T & A A S H I R W A D S A M B H A R M A S A L A

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Mumbai Chennai0

50

100

5732

OBSERVED BRAND

Male Female0

1020304050

3447

OSBSERVED BRAND

Base 1002 1003 Base 1167 838

All Figs in (%)

Sunfeast badam cookies

Aashirwad Sambhar Masala


010203040506070

56 59

1335

MUMBAI CHENNAIOBSERVED BRAND-GENDER WISE BY CITY


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All Figs in (%)

Yes57%

No43%

Observed ITC

Base: 1002

Observed ITC

Base: 1003

MUMBAI CHENNAI

• At an overall level, for the ITC advertisement, amongst the 40% people recalling the advertisement, 82% (652 passengers ) recalled the brand name correctly.

• In Mumbai 87% while 50 % in Chennai recalled the brand name correctly.

87%

Recalled brand Sunfeast Recalled brand aashirwad sambhar masala

All Figs in (%)


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Mumbai Chennai90919293949596

95

92

Male Female0

20

40

60

80

10094 94

Base 1002 1003 Base 1002 1003

All Figs in (%)


8687888990919293949596

9594

89

94

MUMBAI CHENNAILIKE TO BY THE PRODUCT – GENDER WISE BY CITY

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10%20%30%40%50%60%70%80%90%

100%

0.600000000000001

0.700000000000001 0.51.6 2.1 0.5

15.9 9.931.5

51.8 62.1 24.7

30.1 25.242.9


2.3

4.09

81.9

2.8

4.09

87.3

0.9

4.09

67.6

Bottom 2 Box


Top 2 Box

All Figs in (%)

For the parameter of Quality of advertisement of ITC, at an overall level, the top 2 box score was observed to be 82% and the mean score was a high of 4.1.

In Mumbai, the top 2 box score bettered the national average at 87% with 62% passengers giving a rating of “above average” and 25% with “excellent” rating.

In Chennai, the top 2 box score at 67% was lower compared to overall level but the “excellent” rating was high at 43%.


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ALL Males Females0%

10%20%30%40%50%60%70%80%90%

100%

0.600000000000001 0 1.31.6 1.5 1.815.9 11.5

20.3

51.8 62.3 41.1

30.1 24.835.5


2.3

4.09

81.9

1.5

4.10

87.0

3.0

4.08

76.6

Bottom 2 Box


Top 2 Box

All Figs in (%)

The top 2 box score for males was observed to be better than the overall level at 87%, with 62% rating the quality to be “above average” and 25% rating the quality “excellent”.

The top 2 box score in case of females almost at 77% lower as compared to that for males, the rating on above average was lower and excellent was higher as compared to males.


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I P L - S O N Y M A X

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Mumbai Chennai0

20406080

100

87

46

OBSERVED DANCE AD

Male Female63646566676869

65

68

OSBSERVED DANCE AD

Base 1002 1003 Base 1002 1003

All Figs in (%)Male Female Male FemaleMumbai Chennai

0102030405060708090

100

88 86

42 50

CHENNAIMUMBAIOBSERVED DANCE AD -GENDER WISE BY CITY


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All Figs in (%)

Yes66%

No34%

98%

Observed IPL Ad

Base: 2005

Yes87%

No13%

99%

Observed IPL Ad

Base: 1002

Yes46%No

54%96%

Observed IPL Ad

Base: 1003

OVERALL MUMBAI CHENNAI

• At an overall level, for the IPL advertisement of the 66% people recalling the advertisement, 98% (1305 passengers ) recalled the brand name correctly.

• In Mumbai 99% (863 passengers) while 96% (442 passengers) in Chennai recalled the brand name correctly.

Recalled brand- IPL Recalled brand- IPL Recalled brand- IPL


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IPL – Noticed Dance Steps ?

Mumbai Chennai80859095

9085

Male Female8687888990

87

89

Base 1002 1003 Base 1002 1003

All Figs in (%)


78

80

82

84

86

88

90

92

89 90

83

87

MUMBAI CHENNAI

NOTICED DANCE STEPS - GENDER WISE BY CITY

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10%20%30%40%50%60%70%80%90%

100%

0.4 0.3 0.41.1 1.5 0.213.2 14.8 10.3

42.452.9

22.5

42.930.5

66.6


1.4

4.27

85.4

1.8

4.12

83.4

0.7

4.55

89.1

Bottom 2 Box


Top 2 Box

All Figs in (%)

For the parameter of Quality of advertisement of IPL, at an overall level, the top 2 box score was observed to be 85% and the mean score was high of 4.27.

In Mumbai, the top 2 box was 83% with 53% passengers giving a rating of “above average” and 30% with “excellent” rating.

In Chennai, the top 2 box score was better as compared to overall level at 89% mostly attributing to the fact that 66% rated it as “excellent”.


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ALL Males Females0%

10%20%30%40%50%60%70%80%90%

100%

0.4 0.1 0.700000000000001

1.1 0.8 1.413.2 14.5 11.5

42.4 44.1 40.1

42.9 40.4 46.2


1.4

4.27

85.4

0.9

4.24

84.6

2.1

4.3

86.4

Bottom 2 Box


Top 2 Box

All Figs in (%)

The top 2 box score for males was observed to be better than the overall level at 84.6%, with a mean score of 4.24.

The top 2 box score in case of females was higher as compared to the overall level and amongst males, mostly attributing to the fact that the rating on “excellent” parameter performed better.


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Key Take – Outs S

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HIGH CONTENT MEDIUM

• Quality of Display and Quality of Announcement is well appreciated with either above average or excellent.

AVERAGE

TIME SPENT

• The average time spent on both the railway stations (Mumbai & Chennai) was an average of 35 – 45 minutes or more.

RECALL

RATIO

• Overall – 76%

• Peak TOM – 33%

• Peak Aided – 32.4%

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Recommendation

“A MUST MEDIUM FOR EVERY PLANNER especially for any

MASS BRAND”

S A M s a y s . . . .

THANK YOU

SAM Report (NSE Research at Mumbai CST & Chennai

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Transcript of SAM Report (NSE Research at Mumbai CST & Chennai