LTA Advertising has released the results of a study into audience attitudes to advertising on the London Underground. The research found that the audience views advertising as a welcome escape from the Underground experience and that the posters are viewed with a high degree of search, scan, signposting and reading. The study found that successful ads included those that offer a distraction or escape from the travelling experience, those that are mentally challenging and those that are humorous in a coded way.
The study ‘How Posters are Viewed’ was conducted by the Research Business and involved 30 accompanied Underground journeys with regular travellers who were not told the purpose of the research. The sample involved ABC1 men and women aged 20-50.
LTA (Nicola Rodger): 071 482 3000
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