"Arbitron: Heightened Security Proves Boon To Airport Media"

Tuesday, June 22, 2004

Arbitron: Heightened Security Proves Boon To Airport Media
By Paul J. Gough 
The Media Daily News
 
 
One unintended consequence of heightened airline security in the wake of
the terrorist attacks of almost three years ago: More time to market to
passengers. 

And that's just what's happening, according to a study released Monday
afternoon by Arbitron. Its latest out-of-home study finds that
advertising at airports is not only moving beyond the
business-to-business traveler--it's also a pretty good place to find
upscale consumers. 

Ninety-two million Americans have flown in the past year, including 17
million who take more than four roundtrip flights a year and who
Arbitron custom research analyst Diane Williams says account for 58
percent of all advertising impressions at the airport. 

"This is a large community," Williams said. 

And they are high-value consumers that advertisers crave. They tend to
have higher average household incomes, with more spending money, and are
well-educated. Thirty-three percent of the frequent fliers earn more
than $100,000 a year in household income, compared to 10 percent in the
general population. But the benefits to demographic extend beyond that. 

"This is an upscale medium," Williams said Monday. "Americans who take
just one flight a year are 80 percent more likely to live in a household
with $100,000 or more of income a year." 

This is Arbitron's fourth out-of-home study, called "The Arbitron
Airport Advertising Study: Exploring an Undiscovered Upscale Medium." In
the past three years, Arbitron has reported on the outdoor industry
(2001), cinema advertising (2003), and in-car (2003). 

This most recent study didn't generally take into account video like The
Airport Channel, although Arbitron did measure billboards and street
furniture, among other out-of-home. Arbitron found that 82 percent of
frequent fliers say they've taken the time to read airport furniture,
for instance. 

Arbitron also broke down airports by DMA in New York and San Francisco
to show the possibilities. 

"This can either be a national medium or a local medium," she said.


 Do you have an opinion about this story?
Share it with other readers in our CAA Discussion Forums

http://www.californiaaviation.org/dcfp/dcboard.php


*****************************************