TorchMedia | Project Toot Toot
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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

HOW?

In Field

•10th – 25th October 2013
•10 minute survey

Sample Size

•n=600
•Brisbane and Melbourne markets
•Stratified by gender

Target

•Age 16-54’s
•Males & Females
•70% Rail Commuters
•30% Car Commuters (or combination of Rail and car)

WHO COMMUTES?

The most common commuter:

• is married or defacto with kids (43%)
• 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

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MINDSET OF THE COMMUTER

commutericon

The mindset of the commuter is ripe for advertisers. Our study found that:

• 69% of commuters agreed that trains are a good place to advertise (as they were waiting around)
• 57% agreed it is a good place to catch their attention

 

HIGH AWARENESS

Our study found a high level of awareness of advertising on trains, a relatively new format:

• 8 out of 10 people were aware of advertising on the sides of trains and 25% said they saw it often
• The amount of commuters that have noticed advertising on the sides of trains:

WHILE TRAVELLING BY TRAIN

59%trainicon

WHILE DRIVING

34%caricon

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.

 

WANT TO SEE THE FULL RESULTS?

Talk to your Account Manager or contact us to find out more.