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Commuter says yes: Australia’s CBD workers spot ads on motorways, public transport and office screens

Source: Roy Morgan Single Source, October 2013 –September 2014, average annual sample = 3313 Australians 14+ who work in a CBD.

Almost 1 in 8 employed Australians (14+) work in a capital city CBD, with an average home-to-work distance of around 18km. Whether the journey is made a couple of times a week for a casual part-time job or every peak hour morning and afternoon Monday to Friday, that’s a lot of distance travelled. And whether looking ahead through a windscreen, over the handlebars or out the side of train, bus, tram or ferry, that’s a lot of out of home advertising to be noticed on the way.

Research into advertising awareness undertaken by Roy Morgan in the year to December 2014 shows that around 70% of people working in the CBDs of Sydney, Melbourne of Brisbane have noticed public transport advertising in the last week, including ads inside or on the side of buses, trains, ferries and trams, at stations, on platforms or in shelters. Around 65% of Adelaide’s CBD workers and 60% of Perth’s reported seeing public transport ads in the past week.

In addition to their high level of public transport ad awareness, workers in the Brisbane CBD are the most likely to say they’ve seen advertising on motorways or freeways (42.2%). Roadside advertising also reaches 36.7% of Melbourne’s CBD workers during the week and 29.8% of Sydney’s. In Perth and Adelaide however, just 15.7% and 14.4% respectively say they’ve seen ads on motorways. 

Brisbane’s CBD workforce is also the most likely to report seeing ads on screens in lifts, foyers and offices including reception areas (41.4%), again ahead of Melbourne (36.6%), Sydney (32.5%), Perth (26.8%), then Adelaide (21.2%).

Proportion of CBD workers who noticed types of outdoor advertising in last 7 days:

  Motorways/              Freeways Public Transport* Screens in lifts, foyers and offices including  reception areas
1 Brisbane 42.2% Sydney 71.1% Brisbane 41.4%
2 Melbourne 36.7% Melbourne 69.6% Melbourne 36.6%
3 Sydney 29.8% Brisbane 69.3% Sydney 32.5%
4 Perth 15.7% Adelaide 64.8% Perth 26.8%
5 Adelaide 14.4% Perth 58.8% Adelaide 21.2%

Source: Roy Morgan Single Source, October 2013 –September 2014, average annual sample = 3313 Australians 14+ who work in a CBD. Public Transport awareness includes advertising at train and bus stations, on rail platforms or bus or tram shelters, inside or outside buses, trains, trams and ferries. 

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Out of home media, is a natural fit for communicating with commuters travelling from home to work in the CBD (and back again). It is noteworthy that despite the prevalence of an eyes-on-the-phone approach to travelling, public transport advertising continues to reach a large number of CBD workers. That said, we see major opportunities for smart phone advertising to work closely with digital out of home formats, beacons, face/eyeball/image recognition and proximity-based ad targeting services.

“The out of home media industry is hotting up and Roy Morgan data on consumers and their engagement with outdoor advertising is a critical part of the new Digital Out Of Home industry.

“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by Australian media strategy, planning and buying agencies and top telecommunications, financial services and automotive brands.”

To understand how to pinpoint which Australians are most likely to notice different types of outdoor or in-store advertising, contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309
Vaishali.Nagaratnam@roymorgan.com