Metro Musings: Whither OOH?
By Bhawana Anand - October 22, 2013
It has been hailed as the next big thing in terms of OOH locations to capture the TG. But the Metro in many places has yet to really emerge as the must-go destination for brands in the context of OOH advertising. Are the brands simply being cynical or is there a serious flaw with the media available here? Outdoor Asia probes the reasons behind this by talking to different media concessioners who are dealing with this property.
When DMRC launched their metro services, the OOH industry was very optimistic given the inherent scope for OOH possibilities. It was believed that metro advertising property would be given a new face. Media owners queued up to acquire license and brands lined up to advertise on the property available in the Metro space. But 12 years down the line, that is hardly the case. Most media owners walked out of the contracts, not bidding again and the formats are lying vacant at the stations. Big giants like Big Street left the contract and closed down. So what went wrong? First, let's look at the line wise breakup of ridership as on August 8, 2013:
|
Line-1(Dilshad Garden to Rithala) |
Line-2 (Jahangirpuri to HUDA City Centre) |
Line-3 & 4 Dwarka to Noida City Centre/Anand Vihar) |
Line-5 (Inderlok to Mundka) |
Line-6 (Central Secretariat to Badarpur) |
Total |
|
3,60,512 |
8,87,003 |
9,81,252 |
90,669 |
1,85,464 |
25,04,900 |
Source: DMRC
|
DATE |
TOTAL RIDERSHIP |
|
11-Feb-13 (First time ridership crossed 23 lakh mark) |
2305311 |
|
10-Jun-13 |
2309195 |
|
18-Jun-13 |
2332298 |
|
24-Jun-13 |
2327558 |
|
01-Jul-13 |
2362279 |
|
29-Jul-13(First time ridership crossed 24 lakh mark) |
2425897 |
|
08-Aug-13 |
2504900 |
Source: DMRC Advertisement
