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- Beijing
- October 1, 2009
After the Shanghai R&F study released in 2008, the first Beijing metro R&F study commissioned by JCDecaux has now been completed. With this study, Out-of-Home media planning metrics have been made available to advertisers for the first time ever in the Chinese capital.
As the first and only Out-of-Home audience measurement in China, the R&F study quantifies the number of contacts of any metro advertising campaign. Providing reliable and objective media-planning indicators such as Reach, Frequency, GRP, or Contacts, the data offers valuable support to advertisers and agencies to make informed choices and optimize their campaigns.
The JCDecaux China R&F study relies on third party modelling and research. Three world class experts, Neil Eddleston, Paul Barber and Simon Cooper, designed the Beijing metro R&F study and modelled the data. They brought to the study a wealth of experience in audience measurement design and modelling acquired through projects conducted in more than 16 countries. The whole R&F Beijing metro model was based on international best practices and followed global outdoor audience measurement principles released by the GGOOHAM (Global Guidelines on Out-Of-Home Audience Measurement) industry committee.
In Beijing, a travel survey was carried out by TNS China, providing the adult population’s detailed travelling behaviour. This has been combined with the official metro footfall collected through the electronic ticketing system and stringent visibility adjustment discounts in order to produce objective audience data adjusted to real eye contacts. “The methodology used in China for the JCDecaux study is rigorous and consistent with other parts of the world but also with established best practice”, commented Nick Mawditt, a key member of the GGOOHAM Steering Board Committee representing the American Association of Advertising Agencies.
Simon Cooper, the modeller for the Chinese R&F study, acclaimed world leading audience measurement architect and Outdoor media visibility expert, also recognised that the JCDecaux Beijing metro R&F study is quite advanced methodologically speaking. He emphasised that “the JCDecaux Chinese model has benefited from the last 15 years of developments in OOH measurement in the rest of the world, allowing China to jump straight to most up-to-date system”.
The results of the Beijing metro R&F study reveals that, a typical metro advertising campaign can reach up to 58% of the Beijing adult population over 4 weeks. It means that advertisers can deliver 428 GRPs or 42 million valid eye-on contacts with a standard network of 100 lightboxes.
The performance is even greater when targeting demographic groups of particular interest such as the young, the educated or the high-income segments. For example, among white collars the GRP score is as high as 607, which is 42% higher than the total population average.
“With the ongoing urbanization of the city, the evolution of lifestyles, and the proliferation of business, shopping and leisure activities, the Beijing population is becoming increasingly mobile. This trend particularly benefited the fast expanding underground transportation system. Whether travelling from home to work, going to restaurants or shopping areas, visiting friends and relatives, the passengers’ regular and occasional metro commutes are on the rise. Consequently this means passengers have multiple exposure opportunities to metro advertising. The quantity and the variety of metro journeys are the main contributors to building consistent and progressive advertising reach”, analysed Stephen Wong, CEO of JCDecaux Greater China. "The study confirms that JCDecaux metro networks, in addition to providing strong advertising impact in a captive environment, also deliver high levels of valid contacts among valuable target audiences."
As the first and only Out-of-Home audience measurement in China, the R&F study quantifies the number of contacts of any metro advertising campaign. Providing reliable and objective media-planning indicators such as Reach, Frequency, GRP, or Contacts, the data offers valuable support to advertisers and agencies to make informed choices and optimize their campaigns.
The JCDecaux China R&F study relies on third party modelling and research. Three world class experts, Neil Eddleston, Paul Barber and Simon Cooper, designed the Beijing metro R&F study and modelled the data. They brought to the study a wealth of experience in audience measurement design and modelling acquired through projects conducted in more than 16 countries. The whole R&F Beijing metro model was based on international best practices and followed global outdoor audience measurement principles released by the GGOOHAM (Global Guidelines on Out-Of-Home Audience Measurement) industry committee.
In Beijing, a travel survey was carried out by TNS China, providing the adult population’s detailed travelling behaviour. This has been combined with the official metro footfall collected through the electronic ticketing system and stringent visibility adjustment discounts in order to produce objective audience data adjusted to real eye contacts. “The methodology used in China for the JCDecaux study is rigorous and consistent with other parts of the world but also with established best practice”, commented Nick Mawditt, a key member of the GGOOHAM Steering Board Committee representing the American Association of Advertising Agencies.
Simon Cooper, the modeller for the Chinese R&F study, acclaimed world leading audience measurement architect and Outdoor media visibility expert, also recognised that the JCDecaux Beijing metro R&F study is quite advanced methodologically speaking. He emphasised that “the JCDecaux Chinese model has benefited from the last 15 years of developments in OOH measurement in the rest of the world, allowing China to jump straight to most up-to-date system”.
The results of the Beijing metro R&F study reveals that, a typical metro advertising campaign can reach up to 58% of the Beijing adult population over 4 weeks. It means that advertisers can deliver 428 GRPs or 42 million valid eye-on contacts with a standard network of 100 lightboxes.
The performance is even greater when targeting demographic groups of particular interest such as the young, the educated or the high-income segments. For example, among white collars the GRP score is as high as 607, which is 42% higher than the total population average.
“With the ongoing urbanization of the city, the evolution of lifestyles, and the proliferation of business, shopping and leisure activities, the Beijing population is becoming increasingly mobile. This trend particularly benefited the fast expanding underground transportation system. Whether travelling from home to work, going to restaurants or shopping areas, visiting friends and relatives, the passengers’ regular and occasional metro commutes are on the rise. Consequently this means passengers have multiple exposure opportunities to metro advertising. The quantity and the variety of metro journeys are the main contributors to building consistent and progressive advertising reach”, analysed Stephen Wong, CEO of JCDecaux Greater China. "The study confirms that JCDecaux metro networks, in addition to providing strong advertising impact in a captive environment, also deliver high levels of valid contacts among valuable target audiences."