The Metro is popular with commuters as a welcome distraction from daily rush hour journeys, and is a great advertising opportunity for companies to reach a target who don’t purchase newspapers in favour of the complimentary publication. A KBH Rail Users study found that of their 6.3 million monthly visitors, the largest proportion at 28% of their travellers were classed as ‘Intellectual Urbanite’. This is a career-focussed demographic who have an above-average spend on social activities, so adverts for theatre tickets, dining out or other social activities would perform well. The Metro is mainly read by employed individuals working in a city, so adverts should target a cash rich, time poor audience who enjoy visually stimulating adverts to distract from their journey. The next largest demographic in KBH’s study was the 'Modern Family', someone who has a family, typically paying off mortgage payments and a regular user of comparison sites. Adverts for family-friendly activities or budget products would resonate well with this demographic.
With many commuters using smartphones on their journeys to and from work it is worth making sure that your company’s website is mobile-friendly, so any interest gained from adverts isn’t diminished by an inability to learn more straight away. As free WiFi is being rolled out across the London Underground network, and has already been embraced by Manchester’s Metrolink system, the use of smartphones and tablets alongside reading of the Metro is only going to increase.
If you are looking to target a young, urban and professional market advertising in the Metro is an effective option. Get in touch with Press Mag Media today to find out the best route for your print campaign.