The Right Side of the TracksThe Right Side of the Tracks

You can’t go wrong…You can’t go wrong…New York City Commuter Rail New York City Commuter Rail AdvertisingAdvertising•Increased face time

•Desirable audience

•Ability to engage & interact

New York City commuters from upscale bedroom New York City commuters from upscale bedroom communities in Long Island and Connecticut travel an communities in Long Island and Connecticut travel an average nearly 40 minutes each way to work in average nearly 40 minutes each way to work in ManhattanManhattan.

2-Sheet Platform Poster

Interior Car Card

Captivate this audience with Captivate this audience with Platform Posters and Interior Platform Posters and Interior

Cards 2x dailyCards 2x daily

Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)

Reach a higher concentration of Reach a higher concentration of affluent commuters with a rail affluent commuters with a rail campaign…campaign…Taking a taxi to and from work is the most expensive way to commute in NYC. Commuting by railroad was second.

But, only 1% of New Yorkers who commute to work every day take a cab. Over half use mass transit.

You’re customer takes the train, your advertising should, too.

Impacting affluent Impacting affluent neighborhoods neighborhoods

mornings and mornings and evenings on the daily evenings on the daily

commute...commute...

What is included in the NY Commuter Rail System?What is included in the NY Commuter Rail System?

• NY Commuter Rail system includes Long Island Rail Road and Metro-North (Connecticut and Westchester)

• Metro-North trains originate in Grand Central Station, the most upscale & highly trafficked station in NYC

• LIRR trains converge in Penn Station in the heart of Herald Square on 34th street, near many surrounding landmarks such as the Empire State Building, Macy’s Herald Square and directly below Madison Square Garden

Who rides the New York Who rides the New York Commuter Rail System?Commuter Rail System?

LIRR DemographicsLIRR Demographics

•Average household income: $118,000

• Mean age: 45.2 years

Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)

Metro North Metro North DemographicsDemographics

•Average household income: $117,000

• Mean age: 44 years

Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)

Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)

Whether it’s the advertising exec headed to Madison Whether it’s the advertising exec headed to Madison Avenue from Westchester or the young hedge funder en Avenue from Westchester or the young hedge funder en route to Greenwich from Grand Central, they’re all route to Greenwich from Grand Central, they’re all important and they’re all on the train…important and they’re all on the train…

RidershipRidershipThere are two distinct areas of coverage the commuter rail system

provides:

• Long Island Rail RoadLong Island Rail Road - daily ridership of 288,000

• Metro-NorthMetro-North - daily ridership of 271,000(Harlem Hudson line and New Haven line servicing Westchester, NY and Connecticut)

Ridership on Metro-North RR Ridership on Metro-North RR booming…booming…

Metro-North Railroad's New Haven Line has steadily grown since April 2010 and is now at levels approaching the record-

setting highs of 2008

• New Haven Line ridership is growing, increasing from 36 million rides in 2009 to 37 million in 2010.

• Trips from the most outer New Haven Line stations to Grand Central Terminal, stations north of Stamford, saw the most growth at 5%.

LIRR Media OpportunitiesLIRR Media Opportunities

1-Sheet Posters2-Sheet Posters3-Sheet Posters (Vertical)Interior Car CardsBrand TrainsCommuter Rail ClocksTimetablesStripesPlatform BulletinsStation Dominations

Metro North Media Metro North Media OpportunitiesOpportunities

1-Sheet Posters2-Sheet Posters3-Sheet Posters (Vertical)Interior Car CardsBar CardsBrand TrainsCommuter Rail ClocksTimetablesPlatform BulletinsPlatform KiosksStation Dominations

1-Sheet Platform Poster1-Sheet Platform Poster

• 46”H x 30”W located on Rail Platforms, near key entrances and exits

• Low CPM is good for local advertisers looking to reach upscale audience in neighborhoods where they are located

• Point-Of-Purchase opportunities

•Ability to target

2-Sheet Platform Poster2-Sheet Platform Poster

• 60” wide poster on platforms of rail stations and in highly trafficked corridors.

• National media form with same size as Subway posters, facilitating multi media campaigns with same creative.

3-Sheet Platform Poster3-Sheet Platform Poster

• Large size is hard to miss!

• Creative images leave lasting impressions on minds of potential consumers daily.

•Ability to target.

Interior Rail Car CardsInterior Rail Car Cards• Captive audience has time to read and absorb ads.

• More opportunities to present detailed information about a product / business.

Platform KiosksPlatform Kiosks• Strategically located near exits and entrances in Metro-North Stations.

• Sold as a domination package or individual units.

• Ability to target specific areas throughout the Metro-North Rail Lines.

Commuter ClocksCommuter Clocks

• Located in most rail stations.

• Low CPM.

• Sold as packages or individual units.

Station Station Domination Domination

North TerminalNorth TerminalGrand Central Grand Central

Station Station Domination Domination

The ShedThe Shed

Grand Central Grand Central

Station Station Domination Domination

Amtrak Amtrak Penn StationPenn Station

Engagement & InteractionEngagement & Interaction

Rail + Social Media =

more consumer face time

with your brand.

Commuters treat the train like an office away from home:

Stephanie Marchesi of the marketing firm Fleishman-Hillard in New York catches the 7 a.m. train to Manhattan and immediately pulls out her Internet-connected laptop and BlackBerry. For the next hour, it is as if she is in the office, she says: “When I am commuting, I have not disappeared.” The same is true, she says, on the 5:57 p.m. train back home.

What are the benefits to Commuter Rail What are the benefits to Commuter Rail advertising?advertising?Reach who you want…Reach who you want…

……when you need to.when you need to.

Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)

•One out of four NY rail commuters watches premium cable channels weekly.

•82% of NY rail commuters subscribe to cable television.

•Over 55% of NY rail commuters own a DVR.

Highly coveted 25-54 with HHI $150,000+

Nearly one out of three NY rail commuters has flown for business in the last 12 months.

Only 25% of all JFK or LGA passengers in the last 12 months flew for business.

LIRR & Metro North commuters are nearly 5x more likely to take 5+ business flights per year.

Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)

Reach a higher concentration of business Reach a higher concentration of business flyers…flyers…

You’re in good company…You’re in good company…

The right side of the tracks…The right side of the tracks…• Captivate an affluent audience who has time to read and absorb ad copy on Interior Car Cards during average 40 minute commute.

• Platform Posters dominate the crowded platforms at each terminal and in suburban neighborhoods.

• Reach business/decision makers twice a day in a clutter-free environment.

• Frequency of ridership means frequency of ad exposure.

•Engage and interact with commuters while they are in their office away from home.