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Confidential & Proprietary • Copyright © 2011 The Nielsen Company
Audio Advertising – Medium Effectiveness Study
Presented by The Nielsen Company
To Vritti Solutions Ltd
Date June 14th 2011
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 2Vritti Audio Advertising Report
Contents
• Background
• Advertising Media at bus depot
• Brands recalled
• Audio Quality
• Travel habits
• Demographics
• Summary
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 3Vritti Audio Advertising Report
Background
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 4Vritti Audio Advertising Report
Background
• Vritti Solutions Ltd. offers innovative advertising solutions that help companies market
and advertise their products and services. One such solution Vritti offers is audio
advertising.
• Vritti Solutions plays audio advertisements along with the announcement on bus
schedules at various bus depots across Maharashtra
• The company needs a tool to convince potential advertisers of
- The effectiveness of this medium
- Needs to compare this medium with other outdoor media at bus depots
• Vritti Solutions has approached the Nielsen Company to undertake a research to
provide them specific insights as desired
• This document details the findings of the research conducted in bus depots in western
Maharashtra
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 5Vritti Audio Advertising Report
Research Objective
The research objective for this study is:-
• To evaluate the effectiveness of audio advertising / announcements as a medium,
compared to other outdoor media at bus depots in western Maharashtra
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 6Vritti Audio Advertising Report
Research Approach
• This study offers an opportunity to compare diverse media at a given location i.e. ST
bus stands / depots.
• We conducted a face to face survey among passengers at each of the study Bus
depots.
• Passengers awaiting their buses were interviewed. Passengers were selected in a
‘random’ manner and were spread across all bus platforms
• We ensured that all time bands in the day were represented.
• Basic information collected was on –
– Recall of various media present at the bus stand
– Recall of brands advertised on these media
– Utility / Clarity / Sound Volume of Announcements
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 7Vritti Audio Advertising Report
Target Audience
8175Wai
539500Total
109100Nashik
8075Narayangaon
7975Sangli
8075Ichalkaranji
110100Swargate
SS - AchievedSS - ProposedBus Depots
Fieldwork Locations
• Fieldwork conducted between 12 to 25 May 2011 across all locations and at
each location was spread over two days.
• Respondents present at the respective bus depots
• Male/ Female
• Age – 18-60 years
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 8Vritti Audio Advertising Report
Sample distribution across the day
0
2
4
6
8
10
12
14
6 AM - 7 AM
7AM - 8AM
8AM - 9AM
9AM - 10AM
10AM -
11AM
11AM -
12PM
12PM - 1 PM
1PM - 2 PM
2 PM - 3 PM
3 PM - 4 PM
4 PM - 5 PM
5 PM - 6 PM
6 PM - 7 PM
7 PM - 8 PM
8 PM - 9 PM
9 PM - 10
PM
Total Swargate Ichalkaranji Sangli Narayangaon Wai Nashik
• Field work was spread across the working hours in the day – from early
morning to late night.
• FW represented the morning peak hours and evening peak hours as well as
the afternoon lull hours
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 9Vritti Audio Advertising Report
Advertising Media at
Bus Depots
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 10Vritti Audio Advertising Report
Advertising Media Recalled
57
100
17
47
2541
62
2133
2
58
36
2
74
23
9999 98
Outdoor Hoardings Bus Panels Audio Advertising Digital Screens
TOM SPONT Aided Unaided Total Total Recall
Base: All Respondents (n:539)
• Total recall for audio advertising / announcements is on par with the more established
conventional outdoor media like outdoor hoardings and bus panels – 98%.
• Lower unaided recall for audio advertisement / announcements, could be because
respondents may not be considering audio advertising / announcements as a medium
because these are coupled with announcements.
• Older age travelers likely to be more tuned to the audio advertising / announcements
medium.
• Some variation across SECs in medium recall
3343
26 34
54
28
49
4
55
0
4
2
62 4766 66
6146
6648
31
5
49
3339
54
32
50
100 100 98 98
3631
9998 96 97
Audio
Advertising
SEC A SEC B SEC C SEC D SEC E 18 to 30 30+
TOM SPONT Aided Unaided Total Total Recall
AGE BandsSEC
28** 416 12374*14920671*
•Indicates small base
•** Indicates very small base
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 11Vritti Audio Advertising Report
Advertising Media – Total Recall – By Location
100 100
16
41
82
99 99 100 100 100 92
989610099
100
10096
9999100 99
97
6
2314
98
Total (n:539) Swargate (n:110) Ichalkaranji(n:80) Sangli(n:79) Narayangaon(n:80) Wai(n:81) Nashik (n:109)
Outdoor Hoardings/ Billboards Bus Panels Digital Screens Audio Advertising
Base: All Respondents at each Bus Depot
• At all the bus depots, the total recall of audio advertising / announcements as a medium is
comparable with other conventional media like outdoor hoardings and bus panels
• Total recall of Digital screens is very low at all bus depots with the exception of Nashik.
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 12Vritti Audio Advertising Report
Audio advertising / announcements – Total Recall
• Nashik had the least total recall for audio advertising / announcements at 92%.
• Overall 98% respondents recalled audio advertising / announcements as a medium
at Total level.
• A Gender wise break up for Audio Advertising-Total Recall, shows an equal division
between Males and Females
3341
47
30 27
10
29
67
6257 53
51
6470
72
65
27
46
4246
3630
19
32
71
100 10092
98 98
36
49
9998 99 100
Tot
al (5
39)
Swar
gate
(110
)
Icha
lkar
an(8
0)ji
Sang
li (7
9)Nar
ayan
gaon
(80)
Wai
(81)
Nas
hik
(109
)
Mal
e (4
84)
Fem
ale
(55)
TOM SPONT Aided Unaided Total Total Recall
AGE BandsSEC
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 13Vritti Audio Advertising Report
Brands recalled
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 14Vritti Audio Advertising Report
Number of brands recalled
0.2
2.22.1
1.2
0.0
1.0
2.0
3.0
4.0
Outdoor
Hoardings
Bus Panels Digital Screens Audio
Advertising
Average Number of Brands recalled
• On an average 2.2 brands are recalled on audio advertising / announcements which is the same as the average of 2.1
brands recalled for outdoor hoardings
• Understandably, the number of brands recalled is marginally higher among frequent travelers for all the media.
• The highest number of brands recalled by a single respondent is from Audio Advertising medium
0.2
2.42.1
1.1
0.3
2.32.1
1.0
0.2
1.8
2.2
1.4
0.0
1.0
2.0
3.0
4.0
Outdoor
Hoardings
Bus Panels Digital Audio
Up to Once a week Up to Once in a month Less Often
6254
Highest no of brands
recalled
528124532534
Base: Respondents who
recall respective medium
Audio AdvertisingDigital ScreensBus PanelsOutdoor Hoardings
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 15Vritti Audio Advertising Report
Top recalled brands on Audio Advertising
NANANA34NA2012Uninor
017NA30NA1013Maxx mobile
NA31NA32NA2216Vikram tea
211159293617Agriculture department
14365322101825Mahatma Phule abhiyan
28586946303844Ghadi powder
37729048686563Kirti gold
10081807979109528
Base: Those respondents recalling
audio advertising / announcements
as a medium
NashikWaiNarayangaonSangliIchalkaranjiSwargateTotal
All figures in Percentage
• Kirti Gold is the most recalled brand across all Bus Depots, followed by Ghadi Powder
• Recall of Kirti Gold, Ghadi Powder and Mahatma Phule Abhiyan is highest in
Narayangaon depot.
• Recall of all the brands is very low in Nashik as compared to other depots
• Recall of Vikram tea, Maxx Mobile and Uninor is primarily from Sangli
NA : as per Information given by client these Ads were not played at the respective Bus Depots
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 16Vritti Audio Advertising Report
Audio Quality
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 17Vritti Audio Advertising Report
Audio Announcement - Usefulness
43
2838 40
51
83
56
70
62 5946
14
1 1 0 1 4 1
Swargate (n:110) Ichalkaranji(n:80) Sangli(n:79) Narayangaon(n:80) Wai(n:81) Nashik(n:109)
Very Useful Somewhat Useful Cannot Say Not Very Useful Not at all Useful
Somewhat
Useful
49%
Very
Useful
49%
Cannot
say
1%
2.3 Brands
Recalled
2.0 Brands
Recalled
Base: All Respondents at each Bus DepotBase: All Respondents (n:539)
Across all Bus Depots a majority of respondents found audio announcements as a
medium either “Very Useful” or “Somewhat Useful”
Particularly in Nashik, significantly high number of respondents found the audio
announcements “very Useful”
Top 2 Box - Percentages across Locations
99% 98% 100% 99% 97% 97%
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 18Vritti Audio Advertising Report
Audio Announcement - Clarity
3623
39 3541
55
64
68
61 64 54
42
06
0 1 2 20 4 0 0 2 0
Swargate (n:110) Ichalkaranji(n:80) Sangli(n:79) Narayangaon(n:80) Wai(n:81) Nashik(n:109)
Very Clear Somewhat Clear Not sure Not very Clear Extremely Unclear
1%
Very Clear
39%
Somewha
t Clear
58%
Extremely
Unclear
0%
Not sure
2%
1.9 Brands
Recalled
2.6 Brands
Recalled
Base: All Respondents at each Bus Depot
Most of the respondents find the clarity of audio announcements “very clear” or
“Somewhat clear”.
Vritti needs to focus on Audio Clarity – as the benefits in brand recall are very
apparent.
Base: All Respondents (n:539)
Top 2 Box - Percentages across Locations
100% 91% 100% 99% 95% 97%
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 19Vritti Audio Advertising Report
Audio Announcement - Volume
519
3 1 4
52
61
60
59 6551
19
3519
38 3444
28
13
Swargate (n:110) Ichalkaranji(n:80) Sangli(n:79) Narayangaon(n:80) Wai(n:81) Nashik(n:109)
Very Loud A little too loud Just Ideal A little soft Too soft to be heard
Little too
Loud
Very Loud
15%
Just Ideal
33%
Little Soft
1%Too soft
1.2 Brands
Recalled
2.0 Brands
Recalled
2.8
Brands
Recalled
Base: All Respondents at each Bus DepotBase: All Respondents (n:539)
Overall, 66% of the respondents found the volume of audio advertising /
announcements to be “Very Loud” or a “Little too Loud”
The volume of the audio advertising / announcements needs to be reduced
specifically in Nashik and Ichalkaranji
One – Third of the total respondents across Bus Depots were of the opinion that
the volume used for audio advertising / announcements was “Just Ideal”
The average number of brands recalled is as high as 2.8 among the respondents who
think the volume was “just ideal”
The respondents who call the volume to be “just Ideal” mention it to be “Very clear”
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 20Vritti Audio Advertising Report
Travel Habits
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 21Vritti Audio Advertising Report
Frequency of visiting Bus Depots
12
26
24
36
37
26
6
20
14
1
3
8
23
14
20
5
6
14
21
26
21
29
22
18
38
13
15
28
21
23
0
1
5
1
10
12
Swargate (n:110)
Ichalkaranji (n:80)
Sangli (n:79)
Narayangaon (n:80)
Wai (n:81)
Nashik (n:109)
Everyday 1 - 3 times a week
1 - 3 times a month Upto once in 3 months
Once in 6 months to 1 year Very rarely
*Figures in %
27%
8%
14%22%
24%
5%
Overall, one among four respondents visit the bus depots on daily basis
Wai and Narayangaon have higher proportion of passengers travelling on daily basis.
Swargate – 38% of the respondents travel infrequently.
Base: Total Respondents at respective bus depots
Base: All Respondents (n:539)
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 22Vritti Audio Advertising Report
Activities – While at Bus Depot
39 41
2832 33
11
78
15 17
8
1510
7
27
14 12
28
811
22
8
5157
50
58
70 70
1010 11 10 1013 12
6
0
20
40
60
80
100
Total (n:539) Swargate
(n:110)
Ichalkaranji
(n:80)
Sangli (n:79) Narayangaon
(n:80)
Wai (n:81) Nashik (n:109)
Reading Listening to the radio Talking with co-passengers Resting Talking on the mobile phone
Most respondents Read or Rest while waiting at bus depot. At overall level, 15% of
the respondents listen to radio while waiting at bus depot.
Among those who listen to radio while waiting at bus depot, 94% listen to it using
mobile phone
Majority of the respondents at Nashik bus depot spend their time reading.
Base: Total Respondents at each Bus Depot
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 23Vritti Audio Advertising Report
Demographics
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 24Vritti Audio Advertising Report
Demographics
14%
38%28%
14%6%
SEC A SEC B SEC C
SEC D SEC E
77%
15%6% 2%
18-30 years 30-40 years
40-50 years 50-60 years
Base: All Respondents (n:539)
•Younger age group respondents formed higher proportion of sample
• Respondents of all Socio-Economic Class are interviewed with higher proportion of
Higher SEC
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 25Vritti Audio Advertising Report
How is SEC derived?
The SEC of a household is derived from the qualification and occupation of the Chief Wage Earner
of the Household. The SEC Grid consists of Occupation in rows, with the Qualification in columns.
Each combination of Occupation and Qualification indicates a certain SEC of the household.
A1A1A2B1B1B1B1B112
Officers / Executives –
Middle / Senior
A2A2B1B2CCCC11Officers / Executives – Junior
A2B1B2CCDDD10Supervisory Level
B1B1B2CDDDD9Clerical / Salesman
A1A2B1B2DDDD8Self Employed Professional
A1A1A1A2A2B1B1B1710 +
A1A1A2B1B2B2B2C61- 9
Industrialist No.
of employees
A1A2A2B1B2CCD5NoneBusinessmen/
A2A2B1B2CDDD4Shop Owner
B2B2CCDDDE23Petty Trader
B2B2CCDE1E1E22Skilled Worker
DDDDE1E2E2E21Unskilled Worker
Graduate /
Post
Graduate -
Profession
al
Graduate /
Post
Graduate -
General
Some
College
but not
graduate
SSC /
HSC
School
5 to 9
years
School
upto 4
years
Literate
but no
formal
schooli
ng
Illite
rate
EDUCAT
ION
OCCUPATION
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 26Vritti Audio Advertising Report
Monthly Household Income Distribution
18 21
35
316
5
24
4445
36
53
48
49
36
2726
24
25
34
3520
8 5 4
19
39
10
1 2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Swargate Ichalkaranji Sangli Narayangaon Wai Nashik
Less than 1500 1501 - 5000 5001- 10000 10001-25000 25001 - 55000 Above 55000
Base: All Respondents (n:539)
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 27Vritti Audio Advertising Report
Occupation of Chief Wage Earner
3101152Officers/Executives
Middle/Senior
5114374Officers/Executives Junior
561169118Supervisory level
6194143129Clerical / Salesman
2013011Self employed professionals
4230063Businessmen / Industrialists
with no. of employees :- 10+
5234043Businessmen / Industrialists
with no. of employees :- 1-9
27274329261727Businessmen / Industrialists
with no. of employees : - None
81256958Shop owner
144266101112Petty trader
1919119241516Skilled worker
56381657Unskilled worker
10981807980110539Base: All Respondents
NashikWaiNarayangaonSangliIchalkaranjiSwargateTotal
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 28Vritti Audio Advertising Report
Frequency of Listening to the Radio
31
24
16
12 11
6
0
5
10
15
20
25
30
35
Everyday 2-3 Times a week Once a week Once a fortnight Less Often Never
Listen to Radio
The percentage of respondents who listen to the radio everyday is the highest at
31%
We see that a lesser percentage of people listen to the radio rarely, with only 6% of
the respondents claiming that they never listen to the radio
Base: All Respondents (n:539)
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 29Vritti Audio Advertising Report
Some action points for Vritti
• Vritti need’s to ensure volume of the advertisements at bus depots is “just
right” as this directly correlates with number of brands recalled
– Fewer Ichalkarangi & Sangli respondents find announcements to be Very
Clear
– Ichalkaranji respondents also find announcements to be too loud.- as do
passengers in Nashik
• The proportion of daily travelers is higher at bus depots in smaller cities
like Wai, Narayangaon and Ichalkaranji.
– Is there a time band advertising schedule?
• A high proportion of respondents spend their time resting (doing nothing)
while waiting at bus depot and hence represent the undistracted Target
Audience.
June 24, 2011 Confidential & Proprietary
Copyright © 2011 The Nielsen CompanyPage 30Vritti Audio Advertising Report
Summary
• Audio advertisement as medium is effective despite being restricted to confines of a bus
depot
• The recall of audio advertising / announcements as a medium is at par with outdoor
hoardings and bus panels at 98%
• On an average 2.2 brands are recalled on audio advertisements. It is comparable with
average number of brands recalled from outdoor hoardings at 2.1
• Virtually everyone (97%) find announcements to be very useful or somewhat useful
• Thus audio advertisements coupled with announcements appears to be an effective
advertising medium
Confidential & Proprietary • Copyright © 2011 The Nielsen Company
THANK YOU