19 May 2008
Bus and Tram Commuters
It’s what's inside that counts…

Who are bus and tram commuters and how can advertisers engage them effectively during their journey to/from work? That’s what APN Outdoor’s latest Bus and Tram Commuter Research study aims to understand. This latest study is part of an ongoing series of research programs that continues to position APN Outdoor as the market leader for outdoor effectiveness.

The key findings of the research show:

1. A bus/tram commuter spends an average of 37 minutes on a single bus/tram trip;
2. 54% of commuters read bus/tram interior advertising;
3. 48% welcome the distraction;
4. 41% said there was an opportunity to closely assess what was being advertised;
5. 35% searched for more information on a product or service after their bus/tram trip;
6. 28% bought a product or service after initially seeing messaging on their bus/tram trip.

“This research clearly demonstrates that Interiors advertising (bus/tram) is the dark horse of transit advertising,” said Paul McBeth, General Manager, Marketing, at APN Outdoor. “Interiors reach a captive audience who are often looking for visual stimulus to break the monotony of public transport travel, and Interiors are perfect for either long copy or direct response style executions.”

The study also reveals that 1.5 million people commute by bus or tram daily in the five metro markets and form a group that is hard to reach with traditional media.

“The active engagement of Interiors (bus/tram) is supported by APN Outdoor’s HPO research which shows that a standard Interiors package delivers Ad Recall of up to 19%” said McBeth. “Bus/tram advertising complements many other media, but its proximity and time spent with commuters on a daily basis presents unique opportunities for marketers.”

For press-related enquiries please contact:
Paul McBeth
General Manager Marketing
Ph: 02 8569 3000
paul.mcbeth@apnoutdoor.com.au

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