The latest JNOR release includes an update to the foundations of the research, in the form of a new travel survey undertaken in the ‘Dublin Plus*’ region. The results show that outdoor advertising is increasing its audience reach.
The JNOR survey results have been released by joint participating members, Bravo Outdoor, CBS Outdoor, Clear Channel Ireland, JCDecaux Ireland, Kinetic and PML Group.
The research was conducted by Behaviour & Attitudes and recorded travel patterns of over seven hundred and fifty respondents in the Dublin Plus area. These journeys incorporated over 706,000 passages past posters, which have been digitally mapped and updated coverage and frequency results produced for Dublin. All outdoor formats from bus to retail panels in Dublin Plus now have updated audience numbers.
This is an exciting development for the JNOR project and outdoor industry – the updated travel survey strengthens the validity of the research while the results show that despite dramatic economic changes, there are increasing numbers of Irish consumers seeing outdoor advertising.
As Tony O’Flanagan, JNOR Director stated, “It’s an exciting time for us in Outdoor. This survey update is further proof that our medium works and delivers for advertisers at a time when they need to know their media budget is being well spent. And while there is a lot of talk about new media, these results show that traditional Outdoor formats are proving their value in the market.”
This sentiment was echoed by Aidan Greene, Managing Director MediaVest and JNOR Technical Committee agency representative – “the number one priority for JNOR is accuracy. The revised Dublin Plus Travel Survey reflects how much travel patterns have changed over the past 10 years. The results are great news for the Outdoor industry. With coverage and frequency levels comparable to TV and radio, it offers advertisers a real opportunity for reaching their target audience effectively.”
JNOR will further improve in 2012, when coverage and frequency results for Cork will be based on an updated travel survey in this region.
For topline results on JCDecaux formats in JNOR, visit our JNOR Results page
*Dublin Plus incorporates the commuter belt within Meath, Kildare and Wicklow. It stretches as far north as Drogheda, west to Naas and south to Arklow.