TDI initiative offers national packages for bus advertising

Advertising on buses is to be brought in line with the way other media are bought and sold, with the relaunch of the medium this week.

Advertising on buses is to be brought in line with the way other

media are bought and sold, with the relaunch of the medium this

week.



For the first time, bus advertising can be bought as a package, in a

move designed to ensure easier access and greater accountability for

advertisers. The changes are being introduced by TDI, the company which

sells advertising on the London Underground and now controls bus

advertising nationwide.



Coverage and frequency data will now be available for national bus ad

campaigns, using TDI’s National Busads research and, from 1 September, a

number of T-side advertising packages will be launched, supported by

audience delivery data.



There will be two national packages, both lasting four weeks and

covering 2,250 double deckers, but one package starts at the beginning

of the month, and the other in the middle. The all-adult audience for a

national T-side package is 69 per cent cover at a frequency of 19

opportunities to see.



A four-week conurbation campaign covering 13 main regions will also be

available, starting on the first day of the month and incorporating

1,500 double decker buses.



In addition, 60 per cent of the inventory will be available on a

line-by-line basis.



Annie Rickard, the chief executive of the poster specialist,

Posterscope, said: ’Users can have confidence in what they are buying,

knowing there is a consistent quality.’