New research carried out by Exterion Media and Kinetic has found that rail commuters have an average travel period of 35.5 minutes to absorb advertisements – 7.84 minutes on the platform and 27.69 minutes on board. The study was undertaken by Millward Brown on behalf of the two Out-of-Home companies and provides unique insights into the behaviours of rail and DART passengers in Dublin on the Iarnród Éireann network.
The report, “The Right Track”, measures and illustrates the rail passenger journey and gives greater accountability and further insights to advertisers and their agencies who target the lucrative commuter audience. Recall of advertising formats in the rail environment was strong due to frequency of travel and the prolonged time commuters have to engage with advertising.
A total of 500 passengers on the Dublin rail network were interviewed as part of this study to include their journey time, their online behaviours and their response to advertising they encountered in the rail environment.
Some of the key findings of the report include the fact that the aaverage travel time at station and on board train is 35.5 minutes and that 50% of passengers are travelling five days per week. It also noted that 69% of 16-24 year olds are using on-train free Wi-Fi while 35% of rail travellers have shared information on social media regarding an OOH advert. In addition, 46% of 16-24 year olds agree that outdoor advertising in the rail environment motivates them into going online while 75% of those surveyed view OOH as a welcome distraction.
According to Caroline DeCourcy, Insights Director, Kinetic, “The Right Track study in association with Exterion Media gives a valuable insight into the impact of Out of Home advertising in the rail environment. Frequency and dwell time combined with high passenger numbers makes rail & DART an ideal environment to engage consumers. Our commitment to research enables Kinetic to assist our clients and agencies with fine-tuned knowledge to facilitate effective OOH planning.”
Commenting on the launch of the Right Track Antoinette O’Callaghan Marketing Manager, Exterion Media said: “We are delighted with the results from this unique joint research initiative which demonstrates the premium quality of the audiences in the rail environment. The report delivers valuable insights for our Advertising clients and demonstrates effective audience engagement. “The Right Track” delivers on our continued commitment to invest in research and insights ensuring that our clients can be confident in their choice of Out of Home format”.