Tube Vs. Roadside
This independent research evaluates which format people pay most attention to. 307 adults interviewed by NFO WorldGroup, a top 5 Market Research Agency
Results show that Tube posters are over three times more attention grabbing than roadside. Why?
Duration
People spend much more ‘dwell time’ in front of a Undergroud poster than they do in front of a roadside poster. 83% of respondents agreed that ‘I read the posters on the Underground because I am in front of them for a long time’.
Proximity
Enclosed environment means ads are closer, they appear bigger, and there is little else to look at other than posters. 85% of respondents agree that ‘Because posters on the Underground are so close, you can’t help reading them’.
Relevance
Consumers feel that Underground ads are stimulating, targeted and inclusive for all Tube users, both tourists and commuters. 73% agreed that ‘posters on the Underground are aimed at people like me’.
Study conducted by NFO WorldGroup, 2002
Sample size: 300