Making a Connection

Why people like Tube ads

Qualitative research specialists, Robert Quayle, look at how commuters see the advertising on the Underground and their ‘mindsets’ during journeys. It is based on focus-group discussions. Here’s what we found:

Commuters welcome the ads

• Advertising brightens the environment and provides a welcome distraction 
• Advertising was seen as both useful and entertaining - especially when it is specifically created with the commuter in mind
• People openly admit to reading and enjoying the advertising on the Tube - possibly in contrast to other media
• Media formats: the most visible ones were seen as Cross Track, TCPs and Escalator Panels.  'Impact’ ads, such as station domination, were especially popular

Commuters want the information

• Commuters read and absorb the details, take down phone numbers and follow up
  on the information gathered
• Certain categories were identified as being frequently advertised (travel, insurance, finance), as well as specific brands (Jack Daniels, Hennes). People wanted more ads of cars, so that they could dream about it while travelling to work - in a similar way to the effect of travel advertising
• Stations: certain stations have specific identities, which, according to commuters, could help create synergy with certain brands (eg. Camden and XFM)
• Overall, the Tube system was identified as having made progress: cleaner and brighter trains, better passenger information and safer for young women

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Study conducted by Robert Quayle Qualitative Research, 1998
(4 focus groups of 12 people each)