Airport Ads Awareness Research

Sky Sites, who are launching Airport TV early next year have released the results of research into the airport advertising medium.

Awareness of sites was surveyed among 2,480 passengers at Heathrow and Gatwick, by Nielsen Consumer Research. Prompted recall awareness was tested across a range of sites.

It was shown that ads designed specifically for the airport medium were found to have a higher prompted recall, and that 73% of passengers could specify the exact location of ads in the airport terminal. Ads which were creative in their execution and targeted specific audiences in their location had consistently higher awareness.

Back-lit Lightbox sites, which represent the majority of ad sites at the airports, had a prompted recall ranging from under 10% to 20%. Interior showcases had an average prompted recall of 24.2%. The Concorde Spectacular on the approach road to Heathrow had a prompted recall of 68.9% amongst passengers, representing recall awareness of approximatelly 31 million passengers each year.

Guy Cheston, Marketing Director forSky Sites, said that he sees the results of this survey as the first step towards gaining acceptance of the airport medium among agencies, pointing out that airport advertising has a quality demographic of 90% ABC1 and a relatively low cost per thousand.

Guy Cheston, Sky Sites 071 258 3536.