Responding to Tube ads
We know that Tube users notice the ads – but so what? Does it influence their opinion? Do they use phone numbers and web addresses? Do they buy the product?
In order to find out, we commissioned NFO WorldGroup to conduct telephone interviews with 300 Londoners who had used the Tube over the previous 4 weeks.
The research showed that, amongst regular Tube users:
- 79% had responded to Tube ads
- 64% had gone somewhere, tried something or bought something
- 39% had bought something
|
% of Tube Users |
| Thought the product was aimed at you |
Opinion Influenced
66% |
52 |
| Decided to investigate it in the future |
48 |
| Made a note of a tel number, web address etc |
Actual Investigation
49% |
47 |
| Used tel number, web address etc |
38 |
| Gone somewhere or tried something |
Confirmed Action
64%
|
57 |
| Actually bought something |
39 |
Which audiences were most responsive ?
• 18-34, ABC1 and young professionals
Which categories?
Amongst actively responding to an ad, 22% said response was related to an ad for theatre, show or dance. Other popular categories were art gallery/museum (15%), insurance (13%), film (12%) & cosmetics (8%).
The entertainment category does particularly well, confirming results of other qualitative research in which respondents claim they see Tube advertising as ‘London’s noticeboard’.
Study conducted by NFO WorldGroup, 2002
Sample size: 300
Download the PowerPoint version of Project Siren. This includes all important stats, images and charts.