Over one billion passenger journeys are made on the London Underground each year, and the network has become one of the city’s most famous & best loved features. From the traditional roundel logo and iconic tube map to the familiar call of ‘mind the gap’, the Tube has developed a culture of its own and forms part of the very fabric of the capital. London Underground is at the heart of every culture and community across London offering the most efficient method to reach a huge array of audiences. The Tube now regularly carries more than four million people a day. This staggering figure reflects the daily decisions of millions of workers, tourists, shoppers and residents. There are almost as many daily trips on the Tube as there are on the entire National Overground rail network.
Advertising in this unique environment not only allows advertisers to broadcast their message to everyone, it also offers a unique level of consumer engagement. With an average of 3 minutes waiting time on platforms, commuters have plenty of time to read, consider and take in your message. Moreover, 87% of consumers welcome Tube advertising as it provides a welcome distraction during their journey.
All in all, the positive relationship consumers have with Tube advertising leads them to act on it. Our research shows that 79% of commuters have been somewhere, bought something or looked something up as a direct result of tube advertising.
There are a number of advertising opportunities available and most can be cherry picked down to a sole station or a sole format on that station. Advertising on the escalators, stairways or in the lifts gives you an opportunity to get your message across to a captive audience on a repetitive basis whilst commuters are travelling from one platform to another or from the platform to ground level. There are also opportunities to advertise on the actual platforms or on the walkways from platform to platform by utilising 4 sheet (60 inch x 40 inch) and 6 sheet posters (70 inch x 48 inch).
The London Underground network is graded from standard stations to platinum entertainment stations, so for the outer lying stations the cost generally tends to be less and the closer we get to the centre of the network or the City, the grading of the station becomes higher and the rate increases.
If you are looking to promote your business to London Commuters, the London Underground network really offers a unique opportunity. Please give one of the team at Focal Point a call and let us show you how you can benefit from advertising on the Underground. Let me assure you it is not just the large multinational companies who can afford this form of advertising. I think in most cases you will be pleasantly surprised at how affordable it is.
London underground advertising is just one of a number of service Focal Point can offer in the outdoor and out of home sector. From traditional forms of advertising such as billboards, overground stations, taxis, and bus shelters right through to some non traditional forms of advertising and also some innovative ideas.
Give us a call. I know you will find us helpful and hopefully we can help you promote your business and your message to your customers and potential customers.