Train passengers accept Railposter

Rail posters on Intercity and Interregio trains attract the attention of over 50 percent of passengers. According to a study conducted by IHA-GfK on behalf of Wigra Media Tools, 18% even consciously remember the advertising they saw on the train. The rail posters stick best in the minds of 15 to 29-year-olds (29%), while the 50 to 74-year-olds (9%) are the least able to say which subjects they have seen on the train. Almost two thirds of respondents also described the rail posters as a good addition to traditional advertising. Despite the general flood of advertising, 82 percent find the advertising medium "not annoying". On average, train passengers come into contact with the posters for 40 minutes. A test showed that the SMS prompts also attract attention: Over two weeks, 15,000 SMS messages were received - most of them during the evening commute between 4pm and 7pm. According to the study, one advertising medium (500 rail posters) can reach over 2.1 million SBB passengers in German- and French-speaking Switzerland in a two-week period. As part of the study, the IHA-GfK institute conducted a representative survey of 9,000 people aged 15 to 74 in German-speaking and French-speaking Switzerland in the first quarter of 2006. Various rail posters and an SMS competition were tested. Wigra Media Tool markets a total of 3000 poster spaces on SBB trains.