TARGET AUDIENCE
The Audience
-Affluent – London workers earn 53% more than national average per year and 74% of Underground users are ABC1
Young – Over 50% of Underground users are aged 18-34
-Influential – 37% of Underground users are likely to be opinion leaders and conversation catalysts
-Light TV viewers – 55% of Underground users are light TV viewers
-Hyper-connected – Londoners have the highest smart phone ownership in the UK at 88%
The Environment
-Dwell time – People spend around 3 minutes on the platform engaging with cross track adverts and 13 minutes absorbing adverts inside the Tube carriages
-Memorable – Underground users are 6x more likely to recall adverts
-Response – 79% of them have looked up something or purchased a product as a result of advertising on the Underground
-Connected – Since Wi-Fi was introduced, 67% of commuters have used it or plan to use it, 88% have used it when on the platform, and nearly a quarter of Wi-Fi users have Googled advertisements
-Welcomed – 87% of commuters welcome advertising on the Underground.
Other than advertising on the London Underground our posters, flyers and leaflets would be up in British universities, The Photographers Gallery, other London transport (buses or taxis), the internet/social media.
This campaign is mainly aimed at the general public but more specifically amateur and professional photographers, tourists, students, artists.
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