Project Toot Toot
TRAIN EXTERNAL ADVERTISING WORKS.
AND HERE’S HOW WE KNOW.
In late 2013, TorchMedia commissioned a study around train traveller’s behaviour and attitude during their commute, awareness of advertising, insights and best practise of the format. The study used a sample size of 600 across both the Brisbane and Melbourne markets.
7 OUT OF 10 PEOPLE USED TRAINS DAILY AND THE REST AT LEAST WEEKLY
WHO COMMUTES?The most common commuter:
• is employed full time (62%)
• is earning between $100,000 – $199,999 (30%)
• has a bachelor degree (34%)
• is the main grocery buyer (63%)
THE OPPORTUNITY TO SEE
• Average time spent on platform in the morning was 7 minutes and in the evening 8 minutes
• On average, respondents spent just over an hour each day commuting – 69 minutes
MINDSET OF THE COMMUTER
The mindset of the commuter is ripe for advertisers. Our study found that:
• 57% agreed it is a good place to catch their attention
HIGH AWARENESSOur study found a high level of awareness of advertising on trains, a relatively new format:
• The amount of commuters that have noticed advertising on the sides of trains:
WHILE TRAVELLING BY TRAIN59%
STRONG ACTIONS TAKEN
Just over half the respondents took action after seeing advertising. The majority just made a mental note of it, but 19% visited the client’s website and 9% purchased the product or service.