Beijing Bus advertising media value analysis

Analysis of Beijing Bus advertising media 北京公交广告媒体价值分析

This is a report written by Beijing public transportation advertising company, combine with local residence’ everyday life, it analysis the statistic about the value of Beijing bus advertising. I think this is a good reference for my research. So I just translate few points that close to the project.

Transit advertising engagement
Daily averages: 87% of Beijing residents contact with transit advertisement.
Monthly averages: 98.7 % of Beijing residents contact with transit advertisement.

The frequency of bus ride

88% Beijing residents has been used bus for their transport to go work, 66% of people take bus for 4 times per week or more, 21 % of people take 1 - 3 times per week. This shows that the residents rely on bus in a higher degree.

Beijing residents spent an average of 5.18 hours on bus weekly, if we say five working days per week, the Beijing public will take more than 1 hour on bus in each working day. With the expansion of urban scale, the separation of working area and residential area, more and more Beijinger tend to spend more time on their way to work, also there is more time for them to reach the transit ads.

The age of target group

Overall, for all types of ads, the audience in age 25-34 years old is the highest proportion to read the advertisement. The 15-24 age group in the second place. because for people in age of 25-34 years old, they get more free time and opportunity to hang out. And they are more independent and willing to spend money for leisure life.

The impact of ads

After read advertisement, the advertising that most affected Beijing residents’ purchase behavior is Make-up, shampoo, skin wash and hair care products (44.47%)
Followed by Computer and Telecommunications Electronics ads ( 43.9%),
Food and alcohol advertising is the third one (42.35%).