yougov public perceptions august 2012. outdoor advertising can give advertisers strong links with...
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YouGov Public perceptions
August 2012
Outdoor advertising can give advertisers strong links with sporting events
• Outdoor advertising helped make London 2012 the greatest show on earth.
• 56% of Games visitors think that outdoor advertising is a good way for advertisers to show their links with large sporting events and festivals.
Source: YouGov 2012
Outdoor gets noticed
• 62% of Games visitors noticed Outdoor advertising during the Games.
• The advertising dominated buses, taxis, and shopping malls, roadside, rail and Underground
Source: YouGov 2012
Outdoor adds colour and vibrancy
• 52% of Games visitors thought the outdoor advertising added colour and vibrancy to the Games
• Outdoor was at the forefront of the Games, spreading Olympic fever with colourful wraps, large scale buildings and even painted turf.
Source: YouGov 2012
Retail campaigns get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
70%
53%55%
52%
65%
60%
49%
55% 56% 56%
“Have you seen outdoor advertising for any retailers recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
Entertainment campaigns get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
60% 62%58%
78% 76%
65%62%
67% 66%
“Have you seen outdoor advertising for new films, theatrical shows, books or music recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
TV, radio and newspaper campaigns get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
33%
37%
30%
53%
44%
33%35%
49%
37%
“Have you seen outdoor advertising for TV, radio, or newspapers recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
Travel and holiday destinations campaigns get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
32%
36%
27%
42%
36% 37% 36%
49%
35%
“Have you seen outdoor advertising for travel and holiday destinations recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
Mobile phone and handset campaign get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
70%
80%
60% 62%58%
74%69%
60% 61%64% 63%
“Have you seen outdoor advertising for mobile phone handsets recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
Car brand campaigns get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
70%
80%
54%
59%
49%
69%
56%51%
56% 57% 58%
“Have you seen outdoor advertising for car brands recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
Banks and financial services campaigns get noticed with outdoor
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
70%
43%
49%
38%
61%
54%
47% 46%
56%
47%
“Have you seen outdoor advertising for banks and financial services recently?”
Urban means people who live, work or study in a large town or citySource: YouGov, August 2012
The public has a positive attitude to posters: latest scores from Aug 2012
Outdoor advertising can be clever, humorous and entertaining
In general, outdoor advertising brings colour to the environment
Outdoor advertising on public transport helps to pay for, or subsidise, cheaper public transport services
Outdoor advertising helps to pay for, or subsidise, public amenities like bus shelters and public toilets
It is useful when advertisers add their website address to their poster
Outdoor advertising keeps brands and products in the public eye
In general outdoor advertising looks better these days than it used to
Outdoor advertising gives me something to read while I am travelling
0% 10% 20% 30% 40% 50% 60%
57%
30%
31%
35%
39%
52%
41%
28%
Adults
Young people are positively disposed to posters: latest scores from Aug 2012
Outdoor advertising can be clever, humorous and entertaining
In general, outdoor advertising brings colour to the environment
Outdoor advertising on public transport helps to pay for, or subsidise, cheaper public transport services
Outdoor advertising helps to pay for, or subsidise, public amenities like bus shelters and public toilets
It is useful when advertisers add their website address to their poster
Outdoor advertising keeps brands and products in the public eye
In general outdoor advertising looks better these days than it used to
Outdoor advertising gives me something to read while I am travelling
0% 10% 20% 30% 40% 50% 60%
57%
30%
31%
35%
39%
52%
41%
28%
54%
34%
34%
38%
43%
53%
28%
39%
18-24Adults
Urban means live, work or study in a large town or citySource: YouGov, August 2012
Urban dwellers are positively disposed to posters: latest scores from Aug 2012
Outdoor advertising can be clever, humorous and entertaining
In general, outdoor advertising brings colour to the environment
Outdoor advertising on public transport helps to pay for, or subsidise, cheaper public transport services
Outdoor advertising helps to pay for, or subsidise, public amenities like bus shelters and public toilets
It is useful when advertisers add their website address to their poster
Outdoor advertising keeps brands and products in the public eye
In general outdoor advertising looks better these days than it used to
Outdoor advertising gives me something to read while I am travelling
0% 10% 20% 30% 40% 50% 60%
57%
30%
31%
35%
39%
52%
41%
28%
57%
32%
30%
35%
40%
53%
43%
30%
Urban Adults
*Connected means owning either a smart phone or a tablet
Connected people are positively disposed to posters: latest scores from Aug 2012
Outdoor advertising can be clever, humorous and entertaining
In general, outdoor advertising brings colour to the environment
Outdoor advertising on public transport helps to pay for, or subsidise, cheaper public transport services
Outdoor advertising helps to pay for, or subsidise, public amenities like bus shelters and public toilets
It is useful when advertisers add their website address to their poster
Outdoor advertising keeps brands and products in the public eye
In general outdoor advertising looks better these days than it used to
Outdoor advertising gives me something to read while I am travelling
0% 10% 20% 30% 40% 50% 60% 70%
57%
30%
31%
35%
39%
52%
41%
28%
59%
31%
29%
35%
41%
52%
42%
29%
ConnectedAdults
*Connected means owning either a smart phone or a tablet*Urban means live, work or study in a large town or citySource: YouGov, August 2012
YouGov research: public attitude to posters
Outdoor advertising can be clever, humorous and entertaining
In general, outdoor advertising brings colour to the environment
Outdoor advertising on public transport helps to pay for, or subsidise, cheaper public transport services
Outdoor advertising helps to pay for, or subsidise, public amenities like bus shelters and public toilets
It is useful when advertisers add their website address to their poster
Outdoor advertising keeps brands and products in the public eye
In general outdoor advertising looks better these days than it used to
Outdoor advertising gives me something to read while I am travelling
0% 10% 20% 30% 40% 50% 60% 70%
59%
31%
29%
35%
41%
52%
42%
29%
57%
32%
30%
35%
40%
53%
43%
30%
54%
34%
34%
38%
43%
53%
28%
39%
18-24Urban Connected