Transit-TV viewing habits study by Nielesen Malaysia
Knowing the Transit-TV audience
In order to better understand the needs of commuters on public transportation, Nielsen Malaysia recently conducted a survey on the public transportation industry in Malaysia. The aims of the study were to know who bus riders are, what their travel patterns are like and how to best captivate their attention. The Nielsen Bus Riders Transit-TV Viewing Habits study covered 201 RapidKL bus riders aged 15 years and above living in Kuala Lumpur-Petaling Jaya market centre.
Today, bus riders are spending more time out-of-home and commuting. In the Klang valley alone, over 18% of the population are using RapidKL bus service. That is equivalent to 1.24 million unique riders with a daily bus ridership of nearly 400,000.
Young and vibrant
There is also a marked balance in the gender of riders , with 49% female and 51% male audience. They are skewed towards the younger age group, with 80% being under the age of 39. These are more likely to be students and working adults whose families are earning are slightly more than national average. The Nielsen Transit TV Study found that 98% of bus riders are aware of Asia Media TV. Of these, 76% of bus riders liked Asia Media TV.

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Research methodology
This survey was conducted to assess the levels of recall and awareness for ads carried on Asia Media tv screens among RapidKL bus riders in KLPJ market center. More specifically, the aims of the study were to: • Assess the awareness of the Asia Media TV screens on buses. • Assess the levels of unprompted and prompted recall of 10 advertisers. • Determine if any action was taken after watching an advertisement • Socio-demographic characteristics of the riders
The screens featured 30-second commercials within a 60-minutes loop, with a ratio of 50:50 content and advertisements. The spot buy is categorized into 2 time bands per day: Time Band A runs from 6am to 3pm, while Time Band B runs from 3pm to 12 midnight. The commercials are aired once per hour or 18 times a day, depending on whether both time bands are used.
The target respondents for this study are individuals that: • Are aged 15 years and above • Have ridden any RapidKL bus within in the past week for at least 3 days a week • Do not work for advertising agencies, independent research companies, or outdoor/out-of-home media companies
Asia Media ran the ads in RapidKL buses from 14th June till 4th July 2009. The interviews were conducted face-to-face at the following five bus stop locations in the Kuala Lumpur-Petaling Jaya market centre from 29th June ’09 to 1st July ’09. • KLCC Bus Hub • Asia Jaya Bus Station • Pasaramakota • Kelana Jaya LRT Station • KL Sentral