confidential & proprietary copyright © 2010 the nielsen company project cibola report media...

Confidential & Proprietary • Copyright © 2010 The Nielsen Company

PROJECT CIBOLA REPORTMedia effective measurement

March 17th , 2009

March 17 2010 Confidential & ProprietaryCopyright © 2010 The Nielsen Company

Report CIBOLA

Agenda

1. Research Objectives

2. Research Design

3. Executive Summary

4. Detail Findings

APPENDICES


Report CIBOLA

Business Objectives

• The results will be served as guideline for advertisers and marketers in order to maximize their media planning • The result will be use for GFM in strategic development ,

selecting locations, continue improve the effectiveness of advertising content on the channel• Increase broadcast capacity up to 80%•Measure the needs of new live-content technology (stock,

currency, weather….) to make decision on implementation


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Research Objectives

• Explore viewing habit and attention towards LCD ads vs. TV ads• Explore audience likeliness toward the LCD ads vs. TV ads • Measure the brand awareness /brand recognition from viewing the

LCD of Office building Channel • Measure the impact of purchasing power after watching Ads on LCD

vs. TV ads• Study and define target audience profile for future marketing purpose • Collect opinions from audiences regarding the live-content

technology on LCD implementation (real- in- time information stock/ currency/ gold/ weather….)• What category of content/ info that audience recall/ prefer to see on

LCD vs. TV


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Research Design

• Respondent criteria

– Male/ Female who work at the building at least 3 days per week for at least 3 months

– Age 22 - 60 years old

– Use lift at least 2 times/ day

– ABCD HIB

– Who aware of LCD-TV advertising media

• Interview methodology & timeline

– Exit interview from 1 Feb to 12 Feb

• Interview length

– 20-25 minutes

• Sampling

– From the buildings (commercial & apartment building) list of GFM channel, random choose out

buildings (700+ people visit/day) each city, at each building, random interview 10 people.

Interviewed n=400 in total (i.e., 250 people in HCM & 150 people in HN)

• FW period:

– 1 Feb to 12 Feb 2010

6

Executive summary• HCM office workers are wealthier than HN’s. Personal income of HCM is 5.3 mil

while HN’s is 4.2 mil. • Over time, the LCD exposing incidence is increasing:

– From the lift taking frequency to the times watching LCD, except the average lift waiting time does not change.

– LCD at more channels are recognized and higher incidence of encountering per channel, esp. in HCM.

– Higher attention level to LCD at all channels.– Although LCD is ranked as the 2nd most frequently seen, 2nd most attention catching,

2nd most powerful to have influence on brand preference, 2nd most overall liked medium behind in-home TV, LCD actually has stronger association when it comes to direct comparison with in-home TV.

• Given more chance and pay more attention to the LCD, the viewers remain the liking to the channel for different reasons, ‘interesting content’ for HCM and ‘provide updated product info’ for HN. Among all channels, places that draw the most attention & influence purchase decision the most are office building & supermarket.

• Brands aired are recalled at higher level in HCM than HN. Consequently, the effect is stronger to HCM when people claim to buy many categories partly because of seeing ads on LCD. HCM also to has wider acceptance to more categories. However, HN people pay significantly higher attention to suppliers brand name.

• In general, majority of people from both cities has need of live info. The type of info office worker wants are daily news, store promotion, exchange rate & stock.


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Detailed Findings

–Overall picture

– Profile of target audiences

–Usage & Attitude toward LCD-TV

– Elevator usage and incidence of noticing LCD-TV

– Attitude toward LCD-TV

– Brand & product suitability


Report CIBOLA

25

48

23

13

1.5 - 3 millionOver 3 - 4.5 millionOver 4.5 - 7.5 millionOver 7.5 - 14.5 millionOver 15 million

General Respondents Profile

27

37

27

8A

B

C

D

6127

103

22-30

31-40

41-50

51-60

18

41

32

28

1.5 - 3 millionOver 3 - 4.5 millionOver 4.5 - 7.5 millionOver 7.5 - 14.5 millionOver 15 million

58

26

10

6

Complete University

Complete Highschool

SomeUniversity/Vocational

Lower education

Age - Total

Personal Income - HN

HIB - HCM

Personal Income - HCMEducation - Total

HIB - HN

Q5,10c,11,28Base: All respondents, Total (n=400) , HCM (n=250), HN (n=150)

Ave: 30.78

Ave: 5,273,000 Ave: 4,178,000

17

51

27

5A

B

C

D

Profile of target audience

Q1, Q2, Q10D, Q27, Q26, Q6, Q7Base: All respondents

Total HCM (A) HN (B) Total HCM (A) HN (B)

Base 400 250 150 300 200 100

Area

HCM 63 100 - 67 100 -

HN 37 - 100 33 - 100

Gender

Male 50 50 50 42 42 40

Female 50 50 50 58 58 60

Personal expenditure groups

0 - 1.5 million 28 22 37 A 26 20 39

Over 1.5 - 3 million 48 47 49 58 59 58

Over 3 - 4.5 million 22 28 B 12 10 14 3

Over 4.5 million 3 3 2 5 11 0

Marital Status

Single 43 42 43 56 66 B 38

Married 57 58 57 43 34 62 A

Occupation

Professional 2 2 2 2 4 B -

Technician 4 4 4 2 2 4

Executive/Upper Management 1 - 2 2 2 2

Middle Management 4 2 6 4 4 3

Clerical/Service Worker 91 93 B 86 90 89 91

Average working months 30 30 29

Ave working days / week 6 6 6

2010 2008


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Detailed Findings

–Overall picture







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Base: All respondents (HCM=250, HN=150) Y10. Q8 | Y08.Q13

Mean Y10

7.7 times

6.6 times

8

31

25

4

29

3

36

31

15

17

0 10 20 30 40

2-3 times

4-5 times

6-7 times

8-9 times

10 times or more

HCMC

HN

%

No. of times taking lift per day

Office workers in both city taking lift more often than they do 2 years ago, especially in HCM with approximately 8 times up & down.

Mean Y08

5.7 times

6.2 times


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14

42

12

11

20

39

19

15

7

22

0 10 20 30 40 50

1-2 times

3-4 times

5-7 times

8-10 times

10 times or more

HCM

HN

%

Incidence of WATCHING LCD when Waiting Lift

The increase in number of times taking lift leads to the increase in times watching LCD from 3 times in Y08 up to 5 times in Y10. 5 out of 8 times waiting for taking lift, people watch LCD.

Mean Y08

3.2 times

2.6 times


Mean Y10

5.3 times

5.0 times


Report CIBOLA

Mean Y10

1.4 min

1.7 min

Average longest waiting time:

HCM =2.9 min | HN=3.3 min

Average shortest waiting time:

HCM=0.8 min | HN =0.8 min

30

57

10

2

1

9

67

21

2

0

0 10 20 30 40 50 60 70 80

1 minutes or less

1-2 minutes

2-3 minutes

3-5 minutes

5 minutes orabove

HCM

HN

%

Claimed Average Waiting Time for a Single Trip

Through time, the common lift waiting time remains the same around 1.5 minutes. Even the longest and shortest waiting time has not changed.


Mean Y08

1.6 min

1.8 min

Average longest waiting time:

HCM =2.8 min | HN= 3.2 min

Average shortest waiting time:

HCM=0.7 min | HN = 0.8 min

Y10

Y08


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88

96

20

34

87

68

14

77

83

80

16

75

9

29

1

67

0 20 40 60 80 100

Other office buildings

Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry stationHCM (A)HN (B)

%

98

2

Yes

No

Q14, Q15

5.9B

3.3B

5.8

3.0B

2.8

1.9B

2.2B

1.8

Average times seen in past monthAverage times seen in past month

HN (B)HCM (A)HNHCM

Incidence of encountering LCD outside working building

LCD is penetrating into people’s life now, almost everyone encounter LCD outside. Except Apartments, more channels are recognized in HCM than HN’s and the average time see at each channel of HCM also higher than HN.

100

Yes

No

3.5

2.2

3.7

1.3

2.3

1.2

1.3

2.0

Base: who see LCD outside of their working building (HCM=246, HN=150)

B

A

B

B

B

B

B


Report CIBOLA

98

2

Yes

No

Y10

*

Incidence of encountering LCD outside working building – HCM (YOY)

Across time, there is a significant increase in incidence of encountering LCD across channels. HCM people pay more attention to LCD channels around which also leads to the increase in average times seeing LCD at those channels. Hot channels are supermarkets, office buildings and department stores.

Y10: Q14, Q15 | Y08. Q17, Q18

9

91

Yes

No

88

96

20

34

87

67

68

14

45

72

7

31

68

46

2

0 20 40 60 80 100


Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry stationY10 (A)Y08 (B)

%


Y10 Y08

5.9

3.3

5.8

3.0B

2.8

1.9

2.2B

1.8

4.5

3.6

5.1

1.8

2.8

1.9

1.5

0.0

Y08

Base: who see LCD outside of their working building (Y10=250, Y08=182)

B

B

B

B

B

B


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14

86

Yes

No

100

Yes

No

Y10 Y08

*

Incidence of encountering LCD outside working building – HN (YOY)

There is a significant increase of incidence of encountering LCD outside working building to HN office worker at 100%. However, the encountering incidence by channels do not increase much, except at Apartments and Hospitals.

77

83

80

16

75

9

29

1

73

76

3

7

87

22

0

0 20 40 60 80 100


Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry stationY10 (A)Y08 (B)

%


Y10 Y08

3.5

2.2

3.7B

1.3

2.3

1.2

1.3

2.0

3.2

2.6

1.5

2.0A

3.0

1.4A

0.0

0.0

Base: who see LCD outside of their working building (Y10=150, Y08=86)

Y10: Q14, Q15 | Y08. Q17, Q18

B


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Detailed Findings

–Overall picture







Report CIBOLA Page 18

23

15

63

Like very much (5.0)

Like (4.0)

No special likeness (3.0)

Dislike (2.0)

Hate (1.0)

Mean 4.08

Base: who like LCD (code 1,2 Q16)

86%

Liking toward LCD & Reasons

0 20 40 60 80

HCM (A) (n=198)

HN (B) (n=144)

Y10. Q16, Q17

Kill the boring time

Interesting contents

It's on the free time, no bother

Make the building look more modern

Full of latest product information help me

updated

Live up the environment

Ads are like short and interesting stories

Because it air promotion programs

Ads are fashionable

In general, office workers like LCD. However, the reasons for liking between 2 cities are quite different. To HCM people, help to kill the boring time and interesting content are 2 top reasons. Meanwhile, to HN people, help to update latest product info and make the building more modern are the top reasons.

B>A

A>B


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Base: All respondents Y10. Q16 | Y08. Q20

Liking toward LCD (YOY)

Overtime, HN office workers seems to like LCD media more while HCM’s still remain the liking level.

Y10 (A) Y08 (B)

TOTAL 4.08 4.07

HCMC 4.02 4.07

Hanoi 4.19 4.07

MEAN SCORE SUMMARY

17

57

23 25

115

63

Y10 Y08

Like very much (5.0)

Like (4.0)

No special likeness (3.0)

Dislike (2.0)

Hate (1.0)

Mean 4.08 4.07


Report CIBOLA

Reasons for preference LCD (YOY)Over time, HCM office workers’ liking reason do not change much. Unlike HCM, although the overall liking is higher, the specific liking reasons are not higher, except “help update info” in HN.

0 20 40 60 80

Total Y10 (n=342) (A)

Total Y08 (n=246) (B)

Y10. Q17 | Y08. Q21Base: who like LCD (code 1,2 Q16)

Kill the boring time

Interesting contents

It's on the free time, no bother

Full of latest product info help me updated

Live up the environment

Ads are like short and interesting stories

Because it air promotion programs

Ads are fashionable

Make the building look more modern

0 20 40 60 80

HCM Y10 (n=198) (A)

HCM Y08 (n=159) (B)

0 20 40 60 80

HN Y10 (n=144) (A)

HN Y08 (n=87) (B)

B>A B>A B>A

A>B A>B

B>A B>A


Report CIBOLA

4 615

4 7 9 315

36 36

45

32

42 4346

38

4045

29

44

34 31 4347

2113 11

21 16 17 9

1

Officebuildings(n=400)

Supermarkets(n=359)

Apartments(n=168)

Hotels (n=108)

DepartmentStores (n=326)

Airports(n=177)

Hospitals(n=211)

Ferry station(n=35)

I have never seen it (1.0) I know it's there but don't pay attention (2.00)Sometimes I look, sometimes I don't (3.00) Most of the time, I look at it (4.00)

I look at it everytime I pass by (5.00)

Base: All respondents Y10. Q18b | Y08. Q22b

Attention level to each placeAttention level to all places are getting higher, especially to Office buildings and Department store. People claim to look at the LCD most of the time.

MEANSCORE

Y10 (A) 4.32B 3.78 3.65 3.36 3.81B 3.59 3.56 3.57

Y08 (B) 4.08 3.62 3.65 3.05 3.49 3.51 3.25 4.00A


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86

28

0

0

24

0

20

0

HN (n=150)

Rank 1 Rank 2

HCM (n=250)

Base: All respondents Q18c

Place draw attention to watch the longest time

To both cities, place that can draw the longest attention is LCD at office buildings. The runner up is at Supermarkets, especially in HN.

Office buildings

Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry station

Rank 1 Rank 2

14

72

100

100

76

100

80

0

80

46

23

33

26

0

0

0

20

54

77

67

74

0

100

0

*

*

*

*

*

*

*

*

*

* : Small base



Place influence purchase decision the most

Quite similar ranking with places draw the most attention, office buildings and supermarkets again are 2 top channels influence purchase decision the most.

Base: All respondents Q18d

82

31

0

50

29

0

8

0

Rank 1 Rank 2

Office buildings

Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry station

Rank 1 Rank 2

18

69

100

50

71

100

92

0

75

50

23

33

33

0

0

0

25

50

77

67

67

0

100

0

HN (n=150)HCM (n=250)

*

*

*

*

*

*

*

*

*

* : Small base



82

31

0

50

29

0

8

0

Rank 1 Rank 2

Over time, LCD at office building has higher influence level toward purchase decision of white collar in HCM, taking the influence from supermarkets and department stores.

Office buildings

Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry station

Rank 1 Rank 2

Y10. Q18d | Y08. Q22dBase: All respondents

Y08 (n=200)Y10 (n=250)

Place influence purchase decision the most – HCM YOY

18

69

100

50

71

100

92

0

68

54

0

33

46

13

0

0

32

46

100

67

54

87

100

0

*

*

*

*

*

* : Small base



75

50

23

33

33

0

0

0

Rank 1 Rank 2

HN collars now has more places which have affected their purchase decision. However, office buildings and supermarkets are still the top 2 most influencing places.

Office buildings

Supermarkets

Apartments

Hotels

Department Stores

Airports

Hospitals

Ferry station

Rank 1 Rank 2

Y10. Q18d | Y08. Q22dBase: All respondents

Y08 (n=100)Y10 (n=150)

Place influence purchase decision the most – HN YOY

25

50

77

67

67

0

100

0

66

45

0

0

38

0

0

0

33

55

0

0

62

0

0

0

*

*

*

*

* : Small base

More willing to watch the ads

Products and services shown in the ads are relatively high-level

Innovative ads

Attract my attention for the ads

Air TVCs that provide useful information which helps my purchase decision

Attract me to buy the product

Help me relax in the boring time

The product in ad is relative to my life

Clear picture

Credible ads

Easy to remember the ads contents

The products are suitable for me

Make me pay attention to the brands of the products more

I'll pay attention to the details in the ads

Have certain contribution to my decision to buy the product or not

60 70 80 90 100

Y10 (n=250) (A)

Y08 (n=200) (B)

Y10. Q19 |Y08. Q23

LCD & TV association – T2B

Overtime, office workers in both cities have stronger association to LCD in comparison to in-home TV, especially help HN collars relax in the boring time.

HCMHCM HNHN

Base: All respondents

Scale 3 : LCD-TV is better than in-home TV (3.0)

Scale 2 : They are equal(2.0)

Scale 1 : In-home TV is better than LCD-TV (1.0)

60 70 80 90 100

Y10 (n=150) (A)

Y08 (n=100) (B)

A>B

A>B

A>B

A>B

A>B

A>B

A>B

A>B

A>B

A>B

A>B

A>B



1.47

2.86

3.87

4.14

2.45

4.2

4.48

4.44

3.73

4.07

HNHCM

Base: all respondents Q20a

Rank media type based on frequency of being seen – Meanscore

Overtime, LCD ads still keeps its position as the 2nd most frequently seen - only rank behind TV ads, even surpass ads on newspapers and internets

TV ads

Newspaper ads

Magazine ads

Broadcast/ radio ads

LCD-TV in public places

Outdoor billboard

Bus-body ads

Bus station ads

Internet ads

In-elevator poster

1.32

3.14

4.03

0

2.25

3.57

4.24

4.28

3.68

4.23

Note *: Small base



57

18

0

35

17

7

16

31

31

27

40

24

40

42

12

51

73

25

59

53

42

Rank 1

Q20b

Media type pay most attention

In both cities, again only behind TV, LCD is ranked the 2nd medium drawing most attention.

TV ads

Newspaper ads

Magazine ads


Outdoor billboard

Internet ads

In-elevator poster

69

6

0

29

0

11

8

25

33

25

54

13

30

25

5

61

75

17

87

59

67

Rank 2 Rank 3 Rank 1 Rank 2 Rank 3

HN (n=150)HCM (n=250)

Base: all respondents

Mean Mean



Base: all respondents Q20c

Media influence brand preference

56

14

7

40

7

7

6

TV ads

Newspaper ads

Magazine ads


Outdoor billboard

Internet ads

In-elevator poster

29

36

24

39

29

38

22

15

51

69

21

64

55

72

68

10

0

30

0

8

9

28

40

25

48

11

36

9

4

50

75

22

89

56

82

Rank 1 Rank 2 Rank 3 Rank 1 Rank 2 Rank 3

HN (n=150)HCM (n=250)

Mean Mean

LCD is also the 2nd powerful medium which has influence to brand preference.



Overall liking ranking

In average, LCD is still behind TV in overall liking. However, it’s worth noticing that there are 1 out of 3 people choose LCD as their favorite medium.

55

18

7

37

17

7

0

TV ads

Newspaper ads

Magazine ads


Outdoor billboard

Internet ads

In-elevator poster

32

35

35

38

14

28

31

13

47

59

25

69

65

69

64

8

0

34

0

14

0

30

38

27

49

11

22

33

7

54

73

17

89

64

67

Rank 1 Rank 2 Rank 3 Rank 1 Rank 2 Rank 3

HN (n=150)HCM (n=250)

Base: all respondents Q20d

Mean Mean



Detailed Findings

–Overall picture








84

76

74

64

64

60

53

51

50

50

38

38

34

32

Mobile phones

Home appliances

Personal care

Laptop

Tourism

Finance

Cosmetic

Food/ beverage

Fashion/ watch/ jewelry

Aviation

Gift design

Websites

Entertainment/ Cartoon

Food supplement

Base: All respondents

HCM HN

HNHCM

Y10 (n=250) Y08 (n=200) Y10 (n=150) Y08 (n=100)

Y10. Q22b | Y08. Q26e

Products suitable for airing on LCD - YOY

Overtime, there are more categories are considered to be suitable for airing on LCD by both cities.

53

40

27

0

34

45

0

19

29

21

8

30

22

0

59

53

60

23

21

32

44

54

35

15

11

10

21

15

66

52

18

0

10

47

0

16

22

9

10

26

9

0


Report CIBOLA Page 36Teresa report Page 36

Appendices

confidential & proprietary copyright © 2010 the nielsen company project cibola report media...

Documents

lcd ads

aware of lcd

tv slide

lcd of office building

lcd implementation real

tv ads study

inhome tv

implementation slide