The Arbitron Airport Television Study: Getting TV Commercials Out of the House and in Front of Affluent Consumers
Welcome to the third installment of Arbitron’s ongoing series examining the buying power of airline travelers and the media that target these elite consumers. The Arbitron Airport Television Study examines another valuable marketing opportunity in the airport terminal—the CNN Airport Network. CNN programs a special network exclusively for airline travelers. The programming is available on monitors positioned near the gates at most major U.S. airports.
Highlights from the study:
- Nearly two-thirds of airline travelers watch the CNN Airport Network. Sixty-three percent of airline travelers age 18 and older said they spent time watching the CNN Airport Network while waiting for their most recent flight. Over three-quarters (77%) of frequent flyers watched CNN Airport Network programming during their most recent airport visit.
- Travelers spend a significant amount of time in the airport terminal waiting to board their plane. Sixty-five percent of airline travelers spend more than 30 minutes in the airport terminal (after passing through security). Nearly one in three (30%) spend longer than one hour waiting to board their plane.
- Time-shifting television programming is more common among airline travelers. Digital video recorders (DVRs), such as TiVo, allow users to readily record programs to watch at a later date and fast-forward through commercials when the programming is viewed. One in three (30%) airline travelers and 41% of frequent flyers own a DVR; only 24% of average Americans age 18 or older use such a device.
Download The Arbitron Airport Television Study: Getting TV Commercials Out of the House and in Front of Affluent Consumers, 2007 (PDF)
Related Links:
The Arbitron In-Flight Media Study:
Exploring Frequent Flyers’ Engagement with Airline Magazines and In-Flight TV, 2006 (PDF)
The Arbitron Airport Advertising Study: Exploring an Undiscovered Upscale
Medium, 2004 (PDF)
