INCREASED JOURNEYS
AND LENGTH
• Passenger journeys on the Tube
have increased year on year from 1.04bn to 1.1bn, an increase of 5.4%. (TfL)
• According to latest Department
of Transport data the average bus in the UK travels 4.4% more than in 2007.
• The average total time spent
travelling in any weekday is 1hr 24mins, in London this figure rises to 1hr 56
mins, increases of 3% and 5% respectively. (Touchpoints1 &2)
ENGAEMENT
• According to TGI more people
are seeing Outdoor advertising than ever before with a 3% year on year increase
in the number of people seeing advertising in the past week (43.2m).
• This increase is primarily
driven by transport media with an increase of 9.5% in people noticing bus
advertising (30.3m) and 6.9% more people noticing advertising at rail stations
(8.1m). A massive 15.4% more Londoners noticed Tube advertising in the last
week (3m).
(TGI 2008 v 2007)
WELCOMED
• 87% of commuters welcome Tube
advertising as it provides a welcome distraction during their journey (The
London Commuter)
• 79% of consumers welcome Bus
advertising. (Consumers on the Move)
HIGH-END AUDIENCE
• 77% of Tube travellers are ABC1
- considerably higher than the audience of TV, radio or roadside
• 66% of the London Bus audience
are ABC1.
• 67% of people noticing
advertising in rail stations are ABC1.
(TGI 2008)
ACTED ON
• 79% of commuters have been
somewhere, bought something or looked something up as a direct result of Tube
advertising (NFO)
• 80% of people have responded to
a bus ad. (The Road to Enlightenment)
DWELL TIME
The Tube is a high dwell environment
– with people waiting on average for 3 minutes on the platform. Sites such as
Underground 48 Sheets have an ad recall rate that is 6 times higher than low
dwell environments (Total Recall)
Inner London
Dominance
• 4 out of every 5 tube journeys
starts or ends in Zone 1 (Postar, TfL)
