Basel study confirms effectiveness of public transport advertising
Switzerland is a country of public transit users. Advertisers are increasingly capitalizing on this fact. A study by «die Marktpartner» demonstrates the high effectiveness of advertising formats on trams and buses in Basel, the second-largest advertising market in German-speaking Switzerland.
Nearly 80 percent of people who travel in downtown Basel at least once a week use streetcars and buses. Thanks to this figure, advertising on and in public transport vehicles is highly effective: "From a campaign duration of just two weeks, poster advertising on public transport achieves the same values as a classic poster," says study leader Thorsten Stutzmann. "This at significantly lower prices and greater variety." The offer of classic poster formats (F200, F12, and F24) on means of transport reinforces this effect: national poster campaigns in Basel can thus be supplemented or even replaced by streetcar and bus advertising without high additional costs.
The interior of vehicles also offers diverse opportunities for attractive advertising formats. "No other medium offers better combination possibilities," study leader Thorsten Stutzmann is convinced. Hanging boxes with flyer dispensers or the new HangTags to go are just two examples - with a decisive advantage over classic advertising formats: "The public transport formats in the interior are very well accepted by passengers," says Thorsten Stutzmann. This is especially true for digital screen advertising in streetcars and buses. "This reaches 69 percent of Basel's total population per week."
The high flexibility in controlling advertising offers additional benefits for advertisers. Managing Director Hans-Georg Bell comments: "We are delighted with the very good figures for City Kanal Basel. The above-average coverage of the Basel fleet ensures enormous advertising pressure. Already 480 screens have been installed, which is almost 80 percent of the planned 612 screens. This means we are 20 percent ahead of schedule. So anyone who books now will benefit greatly!"
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The study For the Study of "die Marktpartner", 327 people aged 18 to 60 were surveyed last December and January. Commissioned by Moving Media Basel, a joint venture of BVB and BLT, the survey evaluated, among other things, the perception of bus and streetcar advertising and the effectiveness of the most important advertising channels in the Basel catchment area. |
