The first-ever study of the digital outdoor media by Outof-Home Media (India) and The Nielsen Company has found that people aged 25-44 are most likely to come across OOH networks, that shoppers are most likely to visit shopping areas once every fortnight, and that Hyderabad audiences are “shopaholics” with a significant 39 per cent of people visiting shopping areas once every week. The study was conducted in the markets of Mumbai, Delhi, Chennai, Bangalore, Pune and Hyderabad with a sample size of 14,574 in 175 locations.
The study also found that the average weekly reach of OOH networks in Mumbai, Delhi, Bangalore and Pune stood at 5.46 million, that up to 90 per cent of the audience across Mumbai, Delhi, Bangalore, Pune, Chennai and Hyderabad recalled OOH screens, up to 90 per cent of the audience surveyed recalled ads being played on the OOH screens, and that average presence of SEC A (Socio Economic Classification) audiences in all the locations was 60 per cent.
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Shamni Pande
