Research Reveals Taxis As “Modern Day Icon”

Research commissioned by Clear Channel UK, owners of Taxi Media, has revealed that the audience for taxi advertising is bigger and broader than previously believed, that brands on taxis benefit from positive values associated with the vehicle and that taxis are “modern day icons”.

The research suggests that advertising on a black cab elevates inexpensive brands and reinforces more upmarket brands. Respondents said that, unlike static sites, the taxi has a “positive personality of its own”, on a par with tourist attractions. Comments from interviewees included: “They move, like buses. But cabs are special, aren’t they?” and “It says something about whoever was on the cab. It must be really expensive to advertise on them.”

It was also found that people viewed travelling in black cabs as a treat, with more space than a bus or tube and a perceived sense of importance. This made them receptive to messages displayed inside cabs: “When I’m in the back of a cab I read anything. It’s human nature.”

The audience for cab advertising is not restricted to those who ride in them, however. The research proved that people in the street, in cars and on buses also formed the audience for the ads. It also revealed that people expected to see mass appeal brands advertising in this way and wanted a range of advertising, not just business brands.

Taxi Media: 020 7091 1900 www.clearchannel.co.uk

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