Mega 103” TV Network - JCDecaux

The Trend of Media Market
% Change in Adspend between 2003-2009
+ 94%
- 15.6%
- 7.5%
Source: admanGO
Remarks:
•
1) Print includes Newspaper and Magazines 2) TV includes Terrestrial TV and Pay TV
3) Outdoor includes MTR, Airport, Bus Body (since 2008), Bus
Shelter, First Vision, Focus Media, MTR (KCRC), In-Store Promotion, Newsline Express, RoadShow, Tram Body, Tram Shelter, Video Wall & Billboard.
MTR Passengers
Reaching over 3 million passengers a week
People from All Walks of Life travel on the MTR everyday
Mass and comprehensive coverage :
• Daily passenger flow :
3,624,600* (weekday average)
• Weekly reach
:
3,322,000** (number of passengers)
• Number of rides
:
6 / passenger / week
Profile – Mass but upscale,
upscale skewed towards working population
* Source: Patronage of Jul to Dec 2009 on MTR Corporation website (www.mtr.com.hk)
**Source: 2008 Nielsen Media Index (Jan-Dec 2008)
Superior Passenger Profile
70% are working group
41% are PMEB or white collar
22% have monthly personal income HK$20,000 or above
17% have monthly household income HK$50,000 or above
30% have university or above level
#Tourist & Mainland China visitors not included
*Source: 2008 Nielsen Media Index (Jan-Dec 2008)
MTR Digital Products Evolution
Jun 03
Dec 03
Oct 06
Sept 2010
MEGA 103” TV NETWORK
MEGA TV ZONE
Mega 103” TV Network
Mock up photo for illustration only
Coverage of Mega 103” TV Network
Optimal coverage to MTR stations
105 Trackside Plasma TV in 26 prime of MTR stations
51 Concourse LCD TV in 48 key entrances of MTR stations
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Coverage of Concourse LCD TV
51 NEW units of 42” HD LCD TVs are located in 48 MTR stations
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Coverage of Trackside 103” Plasma TV
105 units of 103” Plasma TVs
located on 44 highest traffic tracks in 26 key MTR stations
(in average 2 – 3 units on each track)
New coverage
5
Additional Panels
2
2
6
2
Central Trackside 103” Plasma TV
Location of Trackside Plasma TVs
Positioned at the
Traffic from
(Entrance F,H)
rom D)
,
fic f
Traf e A,B,C
ranc
(Ent
Traffic from HK Station
Prime Locations
Track to Admiralty (Island Line)
Admiralty Trackside 103” Plasma TV
Location of Trackside Plasma TVs
Traffic from
Island Line to Tsuen Wan Line
Wa
nL
e t
oT
sue
n
Lin
Isla
nd
Traffic from
Island Line to Tsuen Wan Line
sim
i ne
Track to T
n Line)
a
W
n
e
u
s
T
Sha Tsui (
Capture
Positioned at the
High
Prime Locations
Interchange
Traffic
The Real Outdoor TV Panel
Capture more eyeball in outdoor environment
The Only Measurable Outdoor TV Network
The only outdoor TV Network provides Reach & Frequency Study
for sales package by Nielsen.
Frequency / TVC Duration:
180sec / 30 sec
Duration:
3 weeks
Net Reach:
2,324,000 (44% of total population aged 12-64)
Gross Rating Point:
307.8
Average opp to see:
7.0
(Source: Nielsen Media Index R&F Study 2007 (Jan-Dec 2007)
Instant News
Headline news of local, international, finance, sport & entertainment
will be broadcasted instantly to catch the attention of audience
Mock up visual for illustration only
New Domination Product
MEGA TV ZONE
MEGA TV Zone
Mock up photo for illustration only
Location of MEGA TV Zone
Mega TV Zone
Mega TV Zone Entitlements
Format: 103” PTV x 1 + adjacent 12-sheet panels x 2
Additional formats (optional) : Platform Screen Door Stickers
Entitlement?
Locations:
• Admiralty Station – towards Chai Wan
• Causeway Bay Station – towards Chai Wan
• Mong Kok Station – towards Kwun Tong
• Tsim Sha Tsui Station – towards Admiralty
• Kowloon Tong Station – towards Mong Kok
A perfect mix of audio visual + poster impact
located at extremely high traffic platforms in captive environment
Mega TV Zone LocationAdmiralty Station
Tr
uen Wan
s
T
(
l
a
r
t
en
ack t o C
Line)
Mega TV Zone
Trackside
Billboard
Track to Wan Chai
(Island Line)
Mega TV Zone LocationCauseway Bay Station
side
Track rd
a
Billbo
to
Track
Mega TV Zone
Chai
Island
Wan (
Line)
Mega TV Zone LocationMong Kok Station
Track to Prince Edward (Tsuen Wan Line)
Track to Prince Edward (Kwun Tong Line)
Mega TV Zone
Mega TV Zone LocationTsim Sha Tsui Station
Track to Jordan (Tsuen Wan Line)
Track to Admiralty (Tsuen Wan Line)
Mega TV Zone
Mega TV Zone LocationKowloon Tong Station
Track to Lok Fu (Kwun Tong Line)
Track to Shek Kip Mei (Kwun Tong Line)
Mega TV Zone
Comparison
Plasma TV Network
Mega 103” TV Network
Trackside
63” Plasma
103” Plasma
Concourse
42” & 50” Plasma
42” LCD
Resolution
1366 x 768
1920 x 1080 (HD)
97.6% improvement in image
solution
Effective view distance
16.25 ft
25.75 ft
Cover additional 58%
passenger in trackside
Trackside
Concourse
Total
100 panels
51 panels
151 panels
105 panels
51 panels
156 panels
Station with trackside panel
23
26
New station with trackside panel
N/A
Po Lam, Kowloon, Sai Wan
Ho
Other feature enhancement
N/A
Instant news in trackside
panel
New Media Format
Network Only
Trackside Domination
Panel Size Enhancement
63% improvement in screen
size
All new LCD panel in
concourse area
Network Enhancement
Reach more passengers in 3
new stations
Summary
Excellent Image Quality – High Definition (HD) capability provides flawless visual image for advertiser
Powerful Visual Impact – Giant screen size capture more eyeballs
Mass Coverage – 3 new stations & extra 5 trackside panels are added to reach more passengers
Upgraded Panels in Concourse – All new LCD panels in concourse area
Enhanced Feature – Scrolling instant news to enhance the attractiveness
New media format – Mega TV Zone in 5 key stations
Mega 103” TV Network
Sales Entitlements
Mega 103” TV Network
Entitlements:
105 Trackside 103” Plasma TVs + 51 Concourse LCD TVs
120 sec package:
HK$179,280 gross / week (120 sec/hr/week)
180 sec package:
HK$249,480 gross / week (180 sec/hr/week)
Mega TV Zone
Sales Entitlements
Mega TV Zone
a) Domination package
Entitlements:
103”PTV x 1 (19 hours airtime per day) +
adjacent 12-sheet panel x 2
Gross Rate:
HK$99,000 gross / week / zone
b) Domination package + Platform Screen Door Stickers
Gross Rate:
HK$138,000 gross / week / zone
Available in Sept 2010
Don’t miss this great advertising opportunity!
Contact us now
Tel: 3960 3333
Fax: 2861 3210
Email: digital@jcdecaux.com.hk
www.jcdecaux-transport.com.hk