SHANGHAI, Aug. 4, 2011 /PRNewswire-Asia/ -- In 2008, JCDecaux China first introduced the worldwide advanced and developed outdoor audience measurement system into China which was called R&F systems, and has launched R&F Number for the metro panels for the first time.
In the past few years, the Shanghai metro system has continued to develop at a high growth rate. By the end of 2010, Shanghai had 11 metro lines, 280 metro stations and more than 7 million daily metro traffic counts. Shanghai metro has become one of the biggest metro systems in the world. Based on this background, JCDecaux China launched the new R&F number for Shanghai metro panels in 2011 and this updated R&F system is totally compliant with the international standards for outdoor audience measurements which are called GGOOHAM. These new R&F numbers can help advertisers quantify the exposure of a campaign and optimize their media planning.
The new R&F number shows the big coverage power for Shanghai's metro networks. For example, a 100-panel network of 12-sheet lightboxes metro campaign can reach up to 73% of Shanghai's population aged 15-64 in 4 weeks and would be seen 6.8 times by each exposed passenger.
In 2007, while there were only 5 metro lines in Shanghai, the CPM for a 100-panel network of 12-sheet lightboxes was RMB 27. However, the CPM for Shanghai metro panels has been decreasing these years, which is mainly due to the development of Shanghai metro system. In 2011, the CPM for a 100-panel network of 12-sheet lightboxes has dropped to RMB 14. Shanghai metro networks are providing a better and better cost performance for advertisers. On the contrary, the CPM for TV advertising continues to increase. That is because TV increased advertising prices every year, while less and less people chose to watch TV in these years.
Compared with TV, Outdoor also has its advantages of Frequency. The stable travel habits make people exposed to outdoor media multiple times. Only one exposure to the advertisement could not guarantee that the advertising messages are received and interpreted correctly. In R&F system, advertisers can run simulations on the people who would see the campaign at least twice, 3 times, 4 times, 5 times, etc. The setting of Frequency Objectives (N+) should be based on advertisers' experiences and real situation. For a 100-panel 12-sheet lightbox network, the 5+ reach is 45%. It means that 45% of 15-64 y.o. Shanghai residents see the 100-panel campaign at least 5 times.
Based on advertisers' media planning strategy, R&F can quantify the effectiveness for different media solutions, and thus help advertisers make a more reasonable media buying plan.
