Airports Deliver High Value Audiences for Advertisers
Out-of-Home
April 2012 -- A national survey of Frequent Flyers and Business Frequent Flyers highlights the value to advertisers of targeting these travelers as they traverse airports to their final destinations.
The custom study of nearly 2,000 U.S. adults age 18 or older, who have taken three or more round trips (personal or business) in the past year, was commissioned by airport advertising firm Clear Channel Airports (CCA) and conducted by consumer market research firm Scarborough.
According to Scarborough research, Frequent 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 ad impressions due to their more frequent travel.
Key Findings:
- Approximately three in four Frequent Flyers and Business Frequent Flyers say they notice airport advertising and take the time to actually read the message.
- Business Frequent Flyers are 83% more likely than all American adults to be the first to try or buy new products and services; Pleasure Frequent Flyers are 56% more likely to be the first to try or buy new products and services.
- Due to their busy schedules, Business Frequent Flyers are 48% less likely to be heavily exposed to television compared to the average adult, thus making them harder to reach with some forms of more traditional media advertising.
- Business Frequent Flyers are over twice as likely to download a paid app in the past year and are 128% more likely to scan a QR code with a smart phone, compared to the average adult.
- Nine in 10 (89%) Frequent Flyers spend up to 30 minutes in airport security, making those areas ripe for advertising.
- Half of Frequent Flyers spend 45 minutes or more in airport concourses after clearing security, another productive advertising location.
- Three out of 4 (73%) Business Frequent Flyers spend up to two hours in connecting airports during layovers, underscoring the importance of advertisements in hub airports.
- Nine in 10 (89%) Business Frequent Flyers spend up to 30 minutes in baggage claim and 80% of Frequent Flyers have checked their luggage at least once during their last three personal trips.
“This is an important study that highlights for companies of all sizes the significant buying power of frequent travelers,” 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.”
Methodology: The data is from a custom study conducted by Scarborough in fall 2011. Scarborough measured 1,983 adults nationwide in the areas of Frequent Flyers (personal) and Business Frequent Flyers (travelers who have 3 or more round trip flights in the past year).
Source: Business Wire, New Survey Reveals that Airports Deliver the Most Attractive Audience to Advertisers, April 17, 2012.
