JCDecaux’s Perceived Value Research – Airport Advertising

Airport advertising has long been known to transfer an increased perception of prestige and value to any brand in the airport environment.

In the wake of the pandemic, much changed about air travel and the airport environment- but not the perception of increased value. For the 2021 Perceived Value study, JCDecaux Airport partnered with Researchbods to test how the choice of an advertising medium can influence consumer perception of a brand. 5000 nationally representative individuals from five countries (UK, US, France, Germany and China) were recruited for an updated study (link here to blog).

On an index basis, Airport audience scored 111 for perceived value (TV 101, Print 100, Mobile 95 and Website 94) and 113 for prestige (TV 99, Print 98, Mobile 99 and Website 99), compared to the average for all researched advertising environments across the five countries.

JCDecaux New Zealand replicated the same study to see whether the same prestige and value would hold true for our New Zealand audiences. The research was conducted with Pureprofile and a sample of 1000 respondants across the different advertising environments. We were unsurprised by the data which produced very similar results to both studies attributing a high perceived value and prestige to airport formats.

For the New Zealand index basis, Airport audience scored 106 for perceived value (TV 94, Print 107, Mobile 96 and Website 97) and 106 for prestige (TV 101, Print 103, Mobile 95 and Website 95), compared to the average for all researched advertising environments showing that New Zealand audiences don’t differ too much than their global counterparts in their perception of Airport advertising.

Some further analysis of the JCDecaux New Zealand study showed that advertising in the airport is seen by millennials to be more valuable and prestigious than other advertising environments, conferring status and a belief that a product is more valuable, a price advantage that has continued despite the pandemic. Millennial Airport audience scored 108 for perceived value (TV 93, Print 103, Mobile 97 and Website 102).

While regional airports in New Zealand have be operating in Level 2, Auckland has had a difficult time which accounts for approx. 60% of Air New Zealand domestic flights. With borders opening up and the country moving into the COVID Protection Framework (traffic lights) we’ll see New Zealanders flooding the gates to visit family and friends over the Christmas and Summer period.

For more details of the JCDecaux Perceived Value Study contact: matt.kum@jcdecaux.com