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‘Trains
are
best
place
for
ads’
Written by Jesus F. Llanto
WEDNESDAY, 08 JULY 2009
The “MRT LRT Travel Habits” study also showed that more than half (52
percent) of Metro Manila residents above 15 years old or 4.2 million
Filipinos are mobile or are out of their homes for most of the time.
NONTRADITIONAL
CHANNELS
“If you have a message to send, you won’t reach them (market) through
traditional media channels because they are outside their home,” Nielsen
executive director Jay Bautista said Wednesday during the presentation of
the study’s results in Makati City.
The survey interviewed 1,000 train riders—500 from the MRT, 250 from
LRT-1, and 250 from LRT-2—in February 2009. It has a margin of error of
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INCREASING
EXPOSURE
The study noted the respondents’ exposure to out-of-home media grew
from 62 percent 2004 to 68 percent in 2009.
FOR
POLITICIANS,
TOO
When asked whether out-of-home advertisements can be used by
politicians to reach voters, Kimpo said so far this is no legal impediment to
using this media to advertise or promote their advocacies.
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RIDERS’
PROFILE
The study revealed that the MRT—which plies EDSA from Taft Avenue in
Pasay City to North Avenue in Quezon City—caters more to the 25-49-
year-old riders.
The two LRT lines, the study showed, are skewed toward the younger age
group. Around 30 percent of the commuters using LRT-1—which plies from
Baclaran in Parañaque City to Monumento in Caloocan City—are students.
“These are entrepreneurs who travel from Marikina and Quezon City all the
way to Recto,” Bautista explained. Recto is the drop-off point for
small-scale businessmen who go to Manila’s bargain center, Divisoria.
The study revealed that trains influenced the lifestyle of riders. Since some
of these trains’ stations are connected to shopping malls, riders are more
likely to go to these malls, with most of them visiting twice a month.
(Newsbreak)
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