Advertising in the Moscow Metro The Moscow Metro

Advertising in the Moscow Metro

The Moscow Metro today Passenger traffic per day is over 7 million people. Passenger traffic per year is 2. 388 billion people. Total length is 305. 7 km. Number of the lines is 12, number of the stations is 185. Average time spent by a passenger in the metro in a lifetime is over 2 years. The Moscow Metro is the world's second busiest metro system after Tokyo.

Advertising in the “Numbered”* Coaches * The “numbered” coaches are classical coaches of 81 st family that form the core of the train of the Moscow Metro today. They are called "numbered" because they have no verbal names (unlike "Rusich" coaches for example). The "numbered" coaches run along the following lines: Zamoskvoretskaya, Kakhovskaya, Sokolnicheskaya, Tagansko-Krasnopresnenskaya, Kaluzhsko-Rizhskaya, Serpukhovsko-Timiryazevskaya, Kalininskaya, Lyublinskaya.

Layout of Advertising Spaces

30 х40 cm Stickers at the Piers and Bevels ▪ Size: 30 х40 cm. ▪ The stickers can be placed on a sloping part of a ceiling (bevel of the coach) next to the handrails for passengers (see the left picture). The stickers on the bevels are exposed to view at any time regardless of the occupancy of the coach. ▪ The second storey is advertising space placed at the pier under the first storey right above the backs of the seats for passengers (see the right picture).

30 х40 cm Stickers at the Ends of the Coaches Size: 30 х40 cm. The stickers can be placed at the ends of the head coach and the last coach of the train.

Oversized stickers Size: 60 х40 cm, 30 х80 cm, 60 х80 cm. Stickers placed on the first and second storeys can be oversized, for example: 60 x 40 cm, 30 x 80 cm, 60 x 80 cm (four united 30 x 40 cm stickers, see the picture).

48 х12 cm Stickers on the Panel Size: 48 х12 cm. The stickers are placed on the panel above the doors and windows of the coaches. Location of the stickers make them visible even during the rush hours. The optimum balance between the cost of advertising and the efficiency of it makes panel stickers especially attractive for small and medium enterprises.

Advertising on the Metro Lines Maps 330 х160 мм 208 х293 мм 330 х160 мм Size: 330 х160 mm, 660 х160 mm and 208 х293 mm. Advertising spaces are placed on the metro lines maps. Metro lines maps are posted in every coach, which provides involvement of 100% passengers.

Advertising in "Rusich"-type Coaches * * The modern "Rusich" coaches make 10% of the total set of the Moscow Metro. The "Rusich" coaches run along the following lines: Koltsevaya, Filyovskaya, Butovskaya, Arbatsko-Pokrovskaya.

Layout of Advertising Spaces

30 х40 cm Stickers ▪ Size: 30 х40 cm. ▪ The stickers are placed in "Rusich" coaches in the spaces (at the piers) between windows and doors. ▪ The second storey: the stickers are placed at the piers under the first storey right above the backs of the seats for passengers.

15 х40 cm and 20 x 40 cm Stickers at the Pier Size: 15 х40 cm and 20 х40 cm 15 х40 cm stickers are placed at the pier to the left, 20 x 40 cm stickers are at the pier to the right.

30 х20 cm Stickers on the Panel Size: 30 х20 cm. The stickers are placed on the panel above the doors and windows of the coaches. Location of the stickers make them visible even during the rush hours. The optimum balance between the cost of advertising and the efficiency of it makes panel stickers especially attractive for small and medium enterprises.

Advertising on the Arches of Moving Staircases and in the Passages

Billboards on the Arches of Moving Staircases ▪ Size: 1. 8 х1. 2 m. ▪ 1. 8 x 1. 2 m billboards precede and follow the moving staircase, they are placed on both sides of the moving staircase. ▪ The billboards can contain both corporate advertising and specific information on the company, for example how to get to the advertiser’s office or trade outlets.

Light Boards Size: 2. 5 x 1 m, 3 x 1. 5 m and 5 x 1. 6 m. Light boards ("light boxes", "spectaculars") are installed at the busiest points of the stations and because of their impressive size they can be easily seen without any obstacles.

Non-Light Boards Size: 1. 2 x 1. 2 m, 1. 2 x 1. 8 m, 1. 8 x 1. 2 m, 1. 4 x 1 m, 1 x 1. 4 m, 1 x 1 m and 3 x 1 m. Non-light boards are installed on the walls and arches of the hubs. Good location relative to the passenger traffic movement attracts attention of millions of passengers.

Advertising on the Banners Size: 1 х1. 5 m. 1 x 1. 5 m banners are usually attached to the arch ceilings in the passages. Banner advertising can create a real "story" on the advertising vehicles following each other as well as display the whole range of services and products. Advertisement is applied to both sides of the banner and is available for passengers moving in both directions.

Advertising on the Platforms

Posters on the Tunnel Walls Size: 4 х2 m. A large-sized vehicle (4 x 2 m) provides the contact with the audience while waiting for the train. 20 -30 seconds of waiting for the train is enough for passengers to learn a considerable amount of information on the service and products advertised.

Advertising in the Entrance Halls

Light Boards Size: 1. 2 x 1. 8 m. Light boards ("light boxes") of the classic city-size 1. 2 x 1. 8 m are installed in the busiest places and are sure to attract the passengers' attention.

Non-Light Boards Size: 1. 2 x 1. 2 m, 1. 2 x 1. 8 m, 1. 8 x 1. 2 m, 1. 4 x 1 m, 1 x 1. 4 m, 1 x 1 m and 3 x 1 m. Non-light boards blend in with the interior of the entrance halls and make it possible to arrange an advertising campaign of any scale and complexity needed.

Information Pointers Size: 1. 2 x 0. 4 m pointers make it possible to place the brief description of the services and products proposed, the address and the direction of movement or how to get to the office or trade outlet.

Stickers on the Doors of the Station Entrance Halls Size: 23 x 57 cm and 10 x 40 cm. The vehicles are placed on the entrances and exits of metro stations. They can be of either size: 23 x 57 cm (double-sided stickers, lower panel) and 10 x 40 cm (double-sided stickers, upper panel). Passengers literally get in contact with advertisements on the doors.

Stickers on the Turnstiles in the Station Entrance Halls Size: 46 x 16 cm and 16 x 16 cm. 46 х16 cm stickers are placed on all the turnstiles in the station entrance halls (see the left picture). 16 х16 cm stickers are only placed on the exit turnstiles (see the right picture). The size makes the contact with the advertisements inevitable and they stick to the passengers’ memory on a subconscious level while passing through crossing devices.

Stickers on the Window Panes of the Station Exit Doors Size: 80 x 30 cm. They are good for corporate advertising, this advertising vehicle is meant for brief and clear messages. Advertisements on the window panes are visible from a considerable distance.

Unusual types of advertising

Internal Branding of the Coaches Internal branding of the coaches is interior posting of the whole coach by one advertiser. Research has shown a lot of positive interest of the passengers to the new largescaled means of introduction of the brand promoted. The new size makes it possible to post many commercials and the advertisements are 100% visible. It provides more possibilities for new unconventional creative ideas. In case of total internal branding the cost of one sticker is much lower than in case of posting without branding.

Branding of the Boards on the Arches of Moving Staircases Branding of the boards on the arches of moving staircases is advertising by a single advertiser at all the spaces provided on the arches of the moving staircase. Branding provides an excellent opportunity to share the "story" of the brand from board to board.

Information on the Number of the Coaches for Advertising Data as of March, 29 th, 2012 Metro Lines Total number of the coaches, pcs Number of the coaches for stickering, pcs Number of the coaches for branding, pcs Sokolnicheskaya 416 232 154 Zamoskvoretskaya 707 624 16 Kaluzhsko-Rizhskaya 685 436 224 Tagansko-Krasnopresnenskaya 611 584 16 Serpukhovsko-Timiryazevskaya 738 664 16 Kalininskaya 218 170 16 Lyublinskaya 467 338 16 Arbatsko-Pokrovskaya 365 220 105 Filyovskaya 64 48 16 Koltsevaya 165 155 0 Butovskaya 36 35 0

TNS Analytical Finding

Metro is the Most Popular Type of Public Transport * Metro is the most popular way of transportation among Muscovites: Metro is used by 72 % of the metropolitans 16 years old and over, which is 6. 59 million people. The most active part of the population (Internet users aged from 18 to 54 years) travel by metro equally often: 73% of them tube once a month or oftener. Moreover, one third of them (over a million people) enter the metro daily. Use of the vehicles Frequency of metro use per month Muscovites, 18 -54 years, Internet users 3. 80 million people Metro 2. 77 million people Bus, trolleybus, tram *According to TNS Marketing Index, 4 quarter, 2011 1. 80 million people Fixed-route taxi Metro passengers, 18 -54 years, Internet users 1. 03 million Local train 1. 15 million people Daily 2. 98 million people At least once a week

Metro is the Most Popular Type of Public Transport * Use the metro at least once a month 72% = 6 million 591 thousand people Use the metro on weekdays 62% = 5 million 681 thousand people Use the metro at the weekend *According to TNS Marketing Index, 4 quarter, 2011 42% = 3 million 858 thousand people

Attitude to Advertising in Branded Coaches * The research has shown that most people think of the idea of branded coaches in a positive way: only 18% of them treat it negatively. The passengers believe that the main advantages of branded coaches are drawing attention to the brand, providing more information on the brand advertised. Besides, the respondents find the coaches more stylish and neat. Attitude to the idea of branded coaches. Metro passengers, 18 - 54 years, Internet users. Positive Rather positive Neutral Rather negative Negative * According to TNS, the essay "Coach Branding Efficiency in the Moscow Metro", January – February, 2012.

Coach Branding Efficiency (based on РК Skoda, VW and BMW in January-February, 2012)* Those who have traveled in the coaches with the certain branding think of the brand products as of potential purchase oftener than those who have not. Future Car Brand Metro passengers , 18 -54 years, Internet users, plan to purchase a car Traveled in the coach * According to TNS, the essay "Coach Branding Efficiency in the Moscow Metro", January – February, 2012. Not traveled in the coach

Usage of the Metro Lines per Month * Zamoskvoretsckaya line is the most popular one: every other passenger uses it once a month or oftener. More than one third of the passengers use the following metro lines at least once a month: Sokolnicheskaya, Kaluzhsko-Rizhskaya, Tagansko. Krasnopresnenskaya, Serpukhovsko. Timiryazevskaya, Arbatsko. Pokrovskaya and Koltsevaya. *According to TNS Marketing Index, 4 quarter, 2011 Zamoskvoretsckaya 3. 31 million people Sokolnicheskaya 2. 91 million people Kaluzhsko-Rizhskaya 2. 66 million people Tagansko-Krasnopresnenskaya 2. 59 million people Serpukhovsko-Timiryazevskaya 2. 54 million people Arbatsko-Pokrovskaya 2. 48 million people Koltsevaya 2. 47 million people Lyublinskaya 1. 08 m people Kalininskaya 1. 04 m people Filyovskaya 0. 88 m people Kakhovskaya 0. 60 m people Butovskaya 0. 23 m people

Socio-demographic Profile of the Metro Passengers * In general, the sociodemographic profile of the metro passengers is similar to the one of population in general. Half of the metro passengers are people of active age. 40% of the metro passengers have a degree. One out of every three has children in the family. Most of the passengers live together with their families, however 13% live alone. *According to TNS Marketing Index, 4 quarter, 2011 Gender Male Female Age 16 -24 25 -34 35 -44 45 -54 55 -64 65+ % of passengers 44% 56% thousand people 2, 878 3, 713 13% 19% 17% 20% 15% 16% 890 1, 269 1, 136 1, 282 965 1, 047 40% 55% 5% 2, 619 3, 596 376 52% 48% 3, 421 3, 170 Yes No Persons in the family 33% 67% 2, 150 4, 440 One Two Three Four Five or more 13% 21% 22% 21% 883 1, 394 1, 478 1, 434 1, 403 Education Higher Secondary Elementary Marital status Married Single Children in the family

Socio-demographic Profile of the Metro Passengers (contionued)* 64% of metro passengers are employed. Employment Employed % of passengers 64% thousand people 4, 194 Unemployed 36% 2, 397 Over 40% are Social status Managers Engineers 10% 16% 682 1, 048 Officers 16% 1, 037 Laborers 11% 727 Students/Pupils 5% 307 Involved in mental work. The vast majority of the passengers are not hard up. Retirees Unemployed Housewives Income Enough at best for food Enough for food and clothing Can afford buying expensive things Financial status Upper class Well-provided Average Underprovided *According to TNS Marketing Index, 4 quarter, 2011 23% 3% 5% % of respondents 1% 1, 499 214 351 59% 3, 846 40% % of respondents 24% 42% 26% 8% 2, 675 69 1, 469 2, 552 1, 626 509

Socio-demographic Profile of the Metro Passengers (contionued)* 43% of the passengers have at least one car in the family. More than a quarter of the passengers have vacationed in Russia within the latest half a year, 16% have traveled abroad. A car in the family % of passengers thousand people Yes 43% 2, 810 No 55% 3, 646 Number of cars % of the owners One 33% 2, 162 Two 9% 583 Three 1% 65 None 55% 3, 646 Vacationing % of passengers In Russia 28% 2, 541 Abroad 16% 1, 479 *According to TNS Marketing Index, 4 quarter, 2011

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