Advertising Tracking, Effectiveness Evaluation and Marketing Strategy Development

The MTA Marketing Effectiveness Studies conducted by SRBI focus on awareness of and attitudes toward MTA advertising and other communications about the New York City subway and bus systems. Each of these annual tracking studies is conducted using RDD sampling with a base of 1200 New York City residents. Most recently, SRBI conducted supplemental multivariate analysis focusing on MetroCard advertising. Among the findings, it was determined that themes emphasizing the card's ease of use had a significant positive impact on respondents' likelihood of purchasing MetroCard in the next 6 months.

SRBI has also conducted a number of advertising tracking studies for Metro-North Railroad. These studies were all conducted by telephone with substantial base sizes and stringent screening criteria.