Airports Deliver The Most Attractive Audience To Advertisers
By Daniel Baxter
April 23, 2012 - A nationwide Scarborough research
survey found that Business Frequent Flyers are 83
percent more likely than all American adults to be the
first to try or buy new products and services.
This custom study was commissioned by Clear Channel
Airports (CCA) and conducted by consumer market research
firm Scarborough. The survey results highlight the value
to advertisers of targeting frequent travelers while
they are in transit in airports.
The study included nearly 2,000 adult participants age 18 or older, and highlights the importance of airports in today?s busy multimedia world. Airports, a ?high dwell time environment,? deliver a captive audience and provide advertisers with a potential for strong returns on investment.
addition, according to the survey, approximately three in four
Frequent Flyers and Business Frequent Flyers both notice airport
advertising and take the time to actually read the message.
national survey found that airports provide advertisers with a
saturated audience of affluent, educated, tech-savvy travellers.
The two key audience groups identified by the survey are
Frequent Flyers (adults who have taken 3 or more round trip
flights in the past year) and Business Frequent Flyers (adults
who have taken three or more round trip business flights in the
Flyers account for over 38 million adults, and Business Frequent
Flyers account for over 11 million adults, with an average
household income of $125,000*. While Frequent Flyers and
Business Frequent Flyers represent 36% of total flyers, they
account for 70% of all airport impressions due to their more
The survey also showed that airports have a number of unique, high-visibility touchpoints?from security lines and concourses to connection hub, baggage claim and ground transportation areas?that allow advertisers to reach captive audiences in impactful ways. Clear Channel Airports is able to capitalize on these touchpoints through innovative programs that complement the unique airport space, such as compelling digital networks in gate hold areas, baggage carousel wraps, and interactive experiential brand exhibits in the heavily trafficked concourses.
?This is an
important study that highlights for companies of all sizes the
significant buying power of frequent travellers,? says Toby Sturek,
President, Clear Channel Airports. ?This study identifies a consumer
demographic that spends time and money engaging with airport advertising
and is very receptive to new products and services. The study is clear:
airports deliver high returns for advertisers.?
revealed that frequent business travellers are key market influencers.
It is noteworthy that even with smartphones, iPads and many other mobile
devices, frequent travellers are influenced by airport advertising,?
said Scott Willoth, Senior Vice President of Analytics & Insights for
Scarborough. ?This research is consistent with the unique value that
Scarborough provides by focusing on customized studies that offer deep
and actionable insights.?
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