Up Close and Personal

Why media industry professionals like Tube ads

Understanding the audience:

• Reaches millions (3m use the Tube daily)
• Reaches people that are hard to reach: upmarket, urban, young, working Londoners
• Opportunity to target an audience at a specific station
• Commuters are in specific mindsets (morning mindset, evening mindset): ads can be tailored to tap in to those mindsets and emotions

Understanding the nature of the environment:

• Prolonged exposure to advertising messages
• Builds huge coverage and frequency
• A captive audience
• Prime location – no London-based campaign is complete without including the Underground
• Prime location – advertising is close to point of purchase
• Iconic status – The iconic status of the Underground rubs off on to the brands being advertised
• Eclectic mix of advertising: finance, retail, impulse purchases, pharmaceuticals, film and entertainment.

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In-depth interviews conducted in 2002.
29 Professionals interviewed (12 Agency creatives, 12 media planners and 5 advertisers/clients)