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Developed in collaboration with COG Research and Bournemouth University, this study on the London Underground uses a combination of eye tracking and skin conductance response data, in-depth interviews and surveys.

We have discovered how travellers on London Underground pay attention to advertising and actively welcome it in this environment, seeing it as a journey enhancer.

engaged by it

In fact, the research demonstrates that advertising on London Underground is more engaging than online video advertising.

  • Almost all travellers are favourable to London Underground advertising.
  • 80% of those who don’t like social media ads or TV ads like London Underground ads.
  • 6 out of 10 notice when new ads appear on London Underground.
video play button

With this unique understanding of our audience, we can help advertisers optimise their creative messaging. What’s more, advertisers can also use our new Creative Testing Tool to ensure their campaign will really engage the London Audience to maximum effect.

moved by it

With our digital portfolio across the TfL Rail Estate growing, we decided to update our Engagement Zone research to assess the effect of our new video capabilities.

Using the same methodology as before, but adding an additional mobile tracking element, we discovered that Tube users not only engage with advertising in the station environment, they are also moved to act on it:

we found that

1 in 8

1 in 8

1 in 8 people are searching for or looking to purchase products relating to an ad seen on their journey

40%

40%

40% are searching for a brand or category relating to ads they viewed within one week

4x

4x

Tube users were 4 times more highly engaged with full-motion content

download the full study

Download Engagement Zone

explore insight

cultivating curiosity

cultivating curiosity

ABC research: Unparalleled audience, brand and category understanding.

perfecting your plan

perfecting your plan

Consumption & impact: Industry-leading understanding of our channels.

global effectiveness

global effectiveness

Measurement: Unparalleled campaign measurement.

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careers.

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