• USA Media Sales and Market Info
    • Products & Brands
    • Where We Are
    • Get Creative
    • Insight
    • How To Buy
    • Contact
Logo - Clear Channel Outdoor

Information, news and stories | Clear Channel Outdoor Americas

  • Newsroom
    • Press Releases
    • Blog
    • Press Contacts
  • Our Leadership Team
  • Social Responsibility
  • Our Story
    • Our History
  • Investor Relations
  • Careers

Nielsen Study Confirms Airport Advertising Drives Sales for National & Local Brands, Significantly Increasing Web and Foot Traffic and Spurring Consumers to Act

April 29, 2018 by Clear Channel Outdoor

Research Report and Lyft Campaign in Austin-Bergstrom Airport Both Illustrate How Airport Advertising is Breaking Through, Reaching Travelers and Driving Engagement

Airport Media Influences Frequent Flyer Behaviors With 80% Noticing Airport Advertising, 42% Taking Action and 19% Buying a Product Advertised at the Airport  

New York, NY – – April 18, 2018 – –Clear Channel Airports (CCA), a brand division of Clear Channel Outdoor  (CCO) (NYSE: CCO), and a subsidiary of iHeartMedia Inc., announced today the results of a comprehensive consumer insights study, showing airport advertising offers consumers a great opportunity to absorb and respond to brand messaging. The CCA-commissioned Nielsen study reveals airport advertising is a highly effective media platform that reaches frequent flyers, tourists and business travelers and raises brand awareness while driving sales to local and national businesses. The study provides insights into frequent flyer responsiveness to airport advertising, the types of activities travelers engage in while waiting for their flights, and what actions consumers take after being exposed to airport advertisements such as social media activity, in-store retail shopping and e-commerce activity.

According to the study, frequent flyers are highly responsive to airport advertising, with 80% noticing the media and 42% taking action that includes visiting a website, going to a store or learning more about a product/brand/service. Nineteen percent of frequent flyers actually bought a product they saw advertised at the airport.

More specifically, airport campaigns are a significant driver of foot traffic, with 84% of frequent fliers likely to visit a restaurant, 50% likely to visit a clothing/accessories/jewelry store and 41% likely to visit a consumer electronics store.

The research report also confirms that active dwell time increases advertising exposure with 74% of frequent flyers arriving at the airport over an hour before boarding. Seventy-nine percent of frequent flyers shopped for food/beverages, 67% dined at a restaurant, 51% shopped for travel accessories/technology products/entertainment and 29% shopped duty-free. Additionally, 87% of frequent flyers spend time on their mobile devices while waiting for their flight with 36% visiting a website to find out more about products/services seen in an airport advertisement.

“This study confirms that airport advertising creates significant brand awareness and sales by helping advertisers reach highly coveted audiences such as the affluent frequent flyer and the key business decision makers around the world,” said Morten Gotterup, President of Clear Channel Airports. “At Clear Channel, our partnerships with major airports throughout the country foster some of the most influential, innovative advertising programs that enhance travelers’ experiences at the airport. We are excited about the opportunities ahead of us to work with brands on fun, experiential and impactful campaigns that build awareness and drive sales.”

Commenting on their recent VW van display campaign in Austin-Bergstrom Airport in January, Lyft Marketing Manager Will Lindow said, “I’ve always been a fan of disruptive marketing…something that interrupts the routine flow of a person or space and provides an authentic experience/moment with the brand. So I thought why not a giant pink VW in the middle of baggage claim, right?!”

Additional key survey findings show that 90% of frequent flyers are likely to dine/shop/visit brick and mortar locations after learning about them at the airport. 36% are interested in signing up for/learning about e-commerce services while at the airport. About half (48%) are interested in learning about travel rewards programs and one-third are interested in signing up for travel rewards credit cards while at the airport.

The study’s findings come on the heels of Clear Channel Airports (CCA) successfully closing on a series of impressive wins for the organization. Since 2015, CCA has announced significant new partnerships and concession renewals to provide comprehensive media programs with advanced digital capabilities to airports, including, Washington Dulles International Airport, Reagan National Airport, Minneapolis – St. Paul International Airport, Punta Cana International Airport, Austin Bergstrom, Atlanta-Hartsfield International Airport, Nashville International Airport, Honolulu International Airport and Santa Barbara Airport. Other major airport partnerships include Chicago O’Hare and Denver International — two of the nation’s Top 5 busiest airports.

The proprietary Nielsen Airports Study, conducted from August 8 through 18, consisted of 1526 online survey respondents and was conducted on behalf of Clear Channel Airports.

About Clear Channel Airports
Dedicated to airport advertising for more than 40 years, Clear Channel Airports is the premier innovator of contemporary display concepts. The Company, a division of Clear Channel Outdoor Holdings, Inc. (NYSE:CCO), one of the world’s largest outdoor advertising companies, currently operates more than 250 airport programs across the globe and has a presence in 31 of the top 50 U.S. markets with major airports. More information can be found on Clear Channel Airports and Clear Channel Outdoor by visiting www.clearchannelairports.com and www.clearchanneloutdoor.com

Like us on Facebook at facebook.com/CCOutdoor
Follow us on Twitter at twitter.com/CCOutdoorNA

For more information, please contact:
Jason D. King
212.812.0064
[email protected]

 

Connect & Follow

  • Facebook
  • Instagram
  • LinkedIn
  • RSS
  • Twitter

Recent Articles

  • National Summer Learning Association Teams with Clear Channel Outdoor to Help America’s Youth Tap into the Power of Summer Learning June 6, 2022
  • Clear Channel Outdoor’s Reimagined Showcase Shelters Deliver Powerful Reach & Impact with Street Level Audiences as Travel, Return to Office Surge Continues June 2, 2022
  • National Digital Billboard Campaign Seeks to Bring Missing Children Home, Will Hyper-Focus on Texas Teens May 25, 2022
  • Clear Channel Outdoor & The Female Quotient Celebrate Women’s History Month Highlighting Contemporary Change-Makers March 15, 2022
  • Scott Wells Commences Role as Chief Executive Officer of Clear Channel Outdoor Holdings January 3, 2022
  • Conservation International and Clear Channel join forces to bring the sounds of nature to the streets of Glasgow and around the world for COP26 November 2, 2021
  • Billboards Around the Nation Will Illuminate the Vast Contributions Afterschool Programs are Making to Students and Families in the Pandemic October 27, 2021
  • Hivestack, Clear Channel Outdoor Americas Partnership Brings Programmatic Buyers Additional Scale Across the U.S. September 20, 2021
  • Clear Channel Outdoor, Foursquare Integration Makes In-Flight Ad Optimization Possible for Out-of-Home Campaigns September 7, 2021
  • National Summer Learning Association Kick-starts Summer of ‘Game Building’ to Keep Kids Learning July 12, 2021

Awards

  • New York Festivals International Advertising Award
  • MMA Smarties Award

Pages

  • Products & Brands

  • Airports
  • Bulletins
  • Bus
  • Commuter Rail
  • Connect Mobile Platform
  • Digital Billboards
  • Junior Posters
  • Mobile Billboards
  • Newsracks
  • Posters
  • Premiere Panels
  • Premiere Squares
  • Spectaculars
  • Transit Shelters
  • Wallscapes

Where We Are

  • Get Creative

  • Designing for OOH
  • Designing for Digital
  • Creative Simulation
  • National Art/Production Specs
  • Insight

  • Case Studies
  • Consumer Media & Research
  • Common Industry Terminology
  • About Our Company

  • Newsroom
  • Our Leadership
  • Company History
  • For Investors
  • Corporate Social Responsibility
  • Careers

Contact Us

Global

Top of Page | Copyright Clear Channel Outdoor © 2022 · Log in