The Arbitron Airport Advertising Study: Exploring an Undiscovered Upscale Medium.2004 Arbitron Inc.


Significant Highlights

  • Ninety-two million Americans have taken at least one round-trip airline flight in the past 12 months. Thirty-nine percent of Americans ages 18+ say they have taken at least one round-trip airline flight in the past year. Twenty-one percent of Americans, or 50 million people, have flown within the past three months, and 11%, or 26 million people, have used air travel in the past month. These estimates are averages of travel that occurred across all four seasons.
  • Airline Travelers are 80% more likely to have an annual household income of $100,000 or more. Eighteen percent of airline travelers have an annual household income of $100,000 or more, compared with only 10% of average Americans. Fifty-one percent of airline travelers have a household income of $50,000 or more per year; by contrast, only 37% of average American households reach that level.
  • Airline Travelers are sophisticated shoppers. Airline Travelers are more likely to have a propensity for designer clothes, luxury cars and cutting-edge personal digital devices. They also shop more often online and spend more when they shop.
  • Airline Travelers are avid moviegoers. Those who fly are far more likely to have seen a movie recently. They are also more likely to be DVD collectors.
  • Frequent Flyers account for nearly 60% of all airport advertising impressions. Seventeen million Americans are Frequent Flyers, having taken four or more round-trip flights in the past year. Even though this segment makes up just 18% of airline travelers, Frequent Flyers account for 58% of all trips taken, averaging nine round-trip flights per year and a majority of the exposures to airport advertising.
  • Frequent Flyers are over three times as likely to live in $100,000+ households. Frequent Flyers are the most affluent travelers, with 33% having an annual household income of $100,000 or more. Sixty percent of Frequent Flyers live in households earning $50,000 or more per year.
  • Males 25-54 constitute the largest segment of Frequent Flyers. Fifty-eight percent of Frequent Flyers are male, and 61% are between 25 and 54 years old, making the airport an excellent place to target this valuable demographic.
  • Airline Travelers spend less time with television. Airline Travelers spend around 2 hours and 41 minutes watching TV per day, compared to average Americans, who spend closer to 3 hours and 8 minutes per day. Annualized, Airline Travelers spend 164 fewer hours per year with TV than an average American. Frequent Flyers watch television for only 2 hours and 33 minutes per day, making their annual time spent approximately 213 hours fewer than that of the average American.

For more statistics please read the Arbitron Airport Study