Press Release

OOH media data, "Machi Media Report"

January 28, 2002

Video Research Ltd. (VR), Japan's leading media and marketing research company, announced today its forthcoming out-of-home (OOH) media research report, Machi Media Report ("Town Media Report"), to be published in late February this year. This new report is designed to help advertising and marketing professionals implement effective OOH media vehicle planning based on empirical data.

The Machi Media Report offers valuable insights into the profile and behavior pattern of consumers who visit 75 town centers in the Kanto area. It will show how many people visit the town center, who they are, how often they visit, and why, all based on VR Audience and Consumer Report (ACR) data. In town, consumers are exposed to outdoor advertising such as giant screens, billboards, murals and wrap buses, and people doing outdoor sales promotion. In this sense, town space itself functions as advertising media. This new information service is designed to provide media data of such town space to enable the OOH and sales promotion industries to assess its reach based on the same standards that are applied to other media, thereby facilitating a better environment for outdoor advertising and sales promotion.

Video Research is already providing data on transit media through its Transit Media Report, which was launched in 2001. In addition to the Transit Media Report and the Machi Media Report, the company plans to continue expanding its OOH media data services.

1. Survey outline: Audience and Consumer Report (ACR)

Description: Single source consumer survey on media contact, attitudes, product ownership and usage. The ACR survey is conducted in seven major areas in Japan (Tokyo 30-km Area, Kansai, Nagoya, Northern Kyushu, Sapporo, Sendai and Hiroshima areas).
Respondents: Men and women aged between 12 and 69
Sample size:
12,200 in total (3,600 in the Tokyo 30-km Area)
Sampling technique: Random two-stage sampling
Survey period: Monday, May 14-Sunday, May 27, 2001

2. Scope of analysis

Area covered: Kanto area (all municipalities within a 30km-radius of Tokyo Station). The selection of the target area was based on the fact that "town media" is essentially urban.
Vehicle: 75 town centers in the Kanto area

3. Main features of the Machi Media Report

1) How many consumers visit each town center?

The number of visitors a day
2) Why and how often consumers visit each town center?

The total number of visitors a week, reach, frequency, main purpose, etc.
3)Who are these visitors?

Demographic and psychological profiles, product ownership and usage, media habits, etc.

Video Research is also planning to release a digital version of the Machi Media Report. This will enable users to select town centers automatically according to their campaign purpose and target segments.