Tube passengers like ads

Travellers on the London Underground are generally positive about seeing ads in that environment with attention levels high even at busy times, research has found.

In a paper presented at the recent ESOMAR Congress, Love and trust underground: How to measure engagement with OOH advertising 58 metres below ground, Nicola Barrett, head of research at Exterion Media, and Robert Ellis, director at COG Research, outlined a research project that sought to understand how the immersive environment of underground travel influences how people engage with advertising.

This involved the use of both traditional survey methods and new technology such as eye tracking glasses and skin conductance monitors.

Previously all the data on visibility and opportunity to see for each part of the Underground estate had been based on common sense, passenger footfall data and assumptions, the authors noted, but the use of advanced technology allowed them to report at a much greater level of detail.

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