Study: Hanging posters on public transport meet with a positive response

The advertising marketer APG Traffic investigated the advertising impact of hanging posters in public transport in the Basel area. It determined a weekly reach of 55 percent. A total of 600 people were interviewed by telephone. Regardless of gender and age group, 46 percent of all persons reached pay attention to hanging posters frequently or practically always. 77 percent find this form of advertising informative, 55 percent entertaining. In the run-up to the survey, a test campaign with new subjects was specially launched for Basel Zoo. This campaign was known to 45 percent of the respondents. 8 percent were able to recall the first subject unaided, and 10 percent the second subject. The zoo campaign was well or very well received by 89 percent of the respondents. The hanging boxes also triggered measurable responses: The response rate for the contest associated with the test campaign was 5 percent, and visits to www.zoobasel.ch increased by nearly 30 percent compared to the week prior to the posting.
APG Traffic believes that the results of the study on advertising in the vehicles of BLT Verkehrsbetriebe in Basel support earlier findings. Previous studies on hanging posters had shown a weekly reach of 55 percent for the Lucerne conurbation and 66 percent for Zurich. According to APG, transit advertising is the third-largest outdoor advertising segment in Switzerland, with a share of 6.8 percent, behind billboards and neon.