Ads prove ‘welcome distraction’ for 75% of Dublin commuters

Dublin rail commuters are a captive audience for up to 36 minutes per day

Commuters at Tara Street DART station. That average travel time breaks down into about eight long minutes waiting on the platform and almost 28 minutes on board the train. Photograph: Frank Miller

Commuters at Tara Street DART station. That average travel time breaks down into about eight long minutes waiting on the platform and almost 28 minutes on board the train. Photograph: Frank Miller

 

Dublin rail commuters are a captive audience for advertisers for average travel periods of almost 36 minutes, according to a new study by out-of- home advertising company Exterion Media Ireland and specialist media buyer Kinetic Ireland.

That average travel time breaks down into about eight long minutes waiting on the platform and almost 28 minutes on board the train, wondering if it’s too late to turn back.

Some 500 passengers on the Dublin rail network were interviewed for the Right Track research study undertaken by Millward Brown on behalf of Exterion and Kinetic. Recall of rail transport advertisements was strong, it concluded, due to the frequency of travel and “the prolonged time” commuters spend getting from A to B.

Half of the passengers surveyed travel five days a week, while three-quarters of the respondents agreed that advertisements on platforms and trains were a “welcome distraction”.

The fun never ends for Dublin commuters.