Audience Measurement for Transit Advertising

Sale of advertising in public transit facilities and vehicles is a nearly $1 billion industry generating approximately $500 million annually to transit authorities. Yet transit advertising revenue is less than half of one percent of total U.S. ad expenditures. The other 99.5% of advertising revenues goes to television, radio, billboards, the internet, newspapers, magazines, and other media. The American Public Transportation Association (APTA), as a service to its transit agency members, has set out to boost transit's share of national advertising expenditures. This is one of several self-help, revenue-generating strategies to enable the transit industry to keep fares down and sustain service to its customers. To increase transit advertising revenues, a recent TCRP study was conducted, <em><span>Practical Measures To Increase Transit Industry Advertising Revenues</span></em> (TCRP Project B-33). Preliminary results from TCRP Project B-33 indicate that a key impedance to increasing transit advertising revenues is the lack of an audience measurement system that can demonstrate the value of transit advertising to potential advertisers.  Other more lucrative media, such as radio and television, have standardized audience measurement systems. These standardized audience measures are successful because they give media buyers confidence that ads will deliver messages to the right audiences cost effectively. The proposed research to develop an audience measurement system for transit is expected to increase transit advertising revenue. Each additional tenth of one percent of advertising market share will generate upwards of $125 million in annual revenue to transit authorities. The objective of this research is to develop an audience measurement system to sharply boost advertising revenue for transit systems.</font></div><div><font size="3"> </font></div>


  • English


  • Status: Proposed
  • Funding: $350000.00
  • Contract Numbers:

    Project B-39

  • Sponsor Organizations:

    Federal Transit Administration

    1200 New Jersey Avenue, SE
    Washington, DC  United States  20590

    Transit Cooperative Research Program

    Transportation Research Board
    500 Fifth Street, NW
    Washington, DC    20001
  • Project Managers:

    Chisholm-Smith, Gwen

  • Start Date: 20090904
  • Expected Completion Date: 0
  • Actual Completion Date: 0
  • Source Data: RiP Project 20036

Subject/Index Terms

Filing Info

  • Accession Number: 01462435
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: Project B-39
  • Files: TRB, RiP, USDOT
  • Created Date: Jan 3 2013 2:03PM