Effectiveness of Airport Advertising

Effectiveness of Airport Advertising

IGI AIRPORT l DELHI

22nd October 2009

Confidential & Proprietary • Copyright © 2009 The Nielsen Company

22 October 2009

Research Context

• Airline passengers are forecasted to go up to 2.75 billion in 2011.

• Huge investments in infrastructural development coupled with a long dwell time at the

airports offer marketers an opportunity to advertise their brands to a captive and relevant

audience.

• OOH being (primarily) a static advertising medium advertising faces a problem of its recall

getting clouded by multimedia campaigns plans.

Confidential & Proprietary

Copyright © 2009 The Nielsen Company

• Currently there is no isolated measure of the effect of airport advertising.

• Times OOH & Nielsen conducted a research to measure the isolated effect of airport

advertising on a brand in terms of salience & message recall.

• The following document details the methodology adopted for the research and the key

findings.

Research Objective

To measure the

isolated effect of an

average weight

advertising campaign

at an airport, based



at an airport, based

on the recall for a

fictitious brand.

Research Methodology

• Advertising creative for a fictitious passenger car brand “Hustle” was made and put up at various media

properties within the airport complex.

• The creative was of average weight to ensure that the recall scores are not affected by the strength of

the creative.

• Face to face interviews were conducted using a structured questionnaire.

• The study was conducted on the following days:

– Domestic: 17th – 19th Sep & 22nd – 24th Sep

– International: 29th Sep - 1st Oct



• A total of 508 interviews were conducted at the domestic & international terminals of the IGI Airport:

– Terminal 1A: Domestic Departure (34)

– Terminal 1D: Domestic Departure (128)

– Terminal 1C: Domestic Arrival (158)

– International Departure (89)

– International Arrival (99)

The Fictitious Brand Advertisement



Research Findings


1. Effectiveness of Airport Advertising

(Represented by effectiveness scores of “Hustle” Ad)


Overall Recall Scores

respondents recalled seeing at-least one ad at the airport95%

number of ads a respondent recalled spontaneously2.6



total number of ads recalled by a respondent4.15

3%

11%

Prompt by Category

Spont Recall

The total awareness for the fictitious “Hustle” is close to 40%, completely attributed to the

campaign at the airport. This represents a high number of passengers that can be reached by

advertising through this medium.

Close to 1 out of every 10 respondents recalled seeing the “Hustle” ad spontaneously. Higher among SEC A1 & Age 26-35 years

Additionally, a few more respondents recalled “Hustle” on prompting them to

recall advertisements of cars and aiding the recall with brand name.

Recall of Hustle



39%

22%

3%

Total

Prompt by Ad Creative

Prompt by Brand Name

% respondents

Base: 508 (All)

aiding the recall with brand name.

On aiding with the ad creative, a high number of respondents recalled the brand taking the

overall score to 39%

Recall of Hustle

Something about

the speed of the

car – 4%

Picture of a car –

13%

About a third of the respondents spontaneously recall the main message of the ad. 2 out of

every 3 respondents were able to recall at least one of the elements from the ad. This suggests

that airports provide the audience an appropriate setting to retain the content of advertising.

What did they recall

from the ad?



A compact car –

5%

A new car coming

soon – 6%

Fastest car on

Indian Roads –

31%

Base: 96 (those who recall seeing the Hustle ad without aiding with creative)

Very Strongly,

25%

Maybe, 18%

DK/CS, 7%Not Really, 6%

Not at All, 1%

More than 2/3rd of the respondents who recalled seeing the ”Hustle” ad agreed to having the

impression about the car as intended by its main message. A negligible number of respondents

did not agree.



How strongly does the advertisement give you an

impression that Hustle is a car with high speed?

To an Extent,

43%

Base: 96 (those who recall seeing the Hustle ad without aiding with creative)

1%

16%

68%

TV

Outdoor

Now here Else

A high number of respondents who recalled the ad attributed seeing it only at the airport. This

suggests that without any influence from other media or existing brand usage; perception etc,

airport offers an effective advertising medium.

Where else have



Base: 212 (those who recall seeing the Hustle ad without or after aiding with creative)

16%

1%

1%

1%

Don’t Know

Internet

Print

TV

% respondents

Where else have

they seen the ad?

2. Profile of Travelers


Male, 90%

Female, 10%

45

25

30

35

40

45

50

Age (Yrs)

Primarily a young and affluent audience with the

average age of 35 years and more than 3/4th

belonging to SEC A.



16 16

11

3 34

0

5

10

15

20

25

26 - 30 31-35 36-40 41-45 46-50 51-55 56-60

(%)

10%

2%10%

59%

19%

SEC A1 SEC A2 SEC B SEC C SEC D

Base: 508 (All)

“I like a lot of variety in my

life” 95% T2B

“I often crave excitement”

95% T2B

“I would like to spend a

year or more in a foreign

country” 90% T2B

“I like the challenge of

doing something new”

95% T2B

“I follow latest trends &

fashion” 91% T2B

Agreement with a statement: Top 2 Box (T2B)

Disagreement with a statement: Bottom 2 Box (B2B)

Psychographics

(derived through agreement scores for statements)



country” 90% T2B fashion” 91% T2B

“My interests are narrow &

limited” 63% B2B

“I would rather make something

than buy it” 40% B2B

“I am really interested in only a

few things” 47% B2B

“I like outrageous people &

things” 70% B2B

Summary

• Airports provide advertisers an opportunity to reach an audience which is:

– Young & Affluent (High percentage of the age 26-35 years & 59% SEC A1)

– Consumer of high-end goods and services

– Keen to try new products & services

• Travelers spend a long time at the airports spread across locations, giving this

advertising medium an ample opportunity to be noticed.

• The performance of the fictitious brand campaign shows that airport advertising



• The performance of the fictitious brand campaign shows that airport advertising

has a huge potential to achieve the following objectives:

– Build salience for a brand (A total recall of 39% for a fictitious brand that was only advertised

at this medium)

– Cut through the media clutter (More than 2/3rd of those recalling the fictitious brand ad

attributed seeing it only at the airport)

– Ensure that the advertising message is delivered to the audience (a 3rd of the respondents

who had seen the ad correctly recalled the main message)

Thank You!


Documents

Effectiveness of Airport Advertising