One of Australia’s leading transit media specialists, TorchMedia, has expanded its premium Canberra Light Rail portfolio from five to nine stations covering the entire network.
The expansion coincides with TorchMedia and Roy Morgan profiling the Canberra Light Rail audience for the first time, revealing powerful psychographic, spending and location data.
The research found that 38 per cent of the Canberra Light Rail audience is in the Leading Lifestyle group, the city’s most affluent commuters (highly educated, high income, progressive). A further 18 per cent are Metrotechs – highly educated, socially aware, hard-working and ambitious.
The TorchMedia and Roy Morgan data also shows that more than 50,000 Canberrans travel in proximity to the Light Rail network every day, and 17 per cent of this audience is travelling on the network three times or more each week.
TorchMedia managing director Kirsty Dollisson said, “We are thrilled to be expanding our Canberra Light Rail network at the same time as we reveal important and previously unknown audience insights for our advertising partners.
“Canberra’s Light Rail audience is among the most affluent, educated and progressive that Australia has to offer, presenting strong opportunities for advertisers to influence an audience with spending and decision-making power.”
Roy Morgan CEO Michele Levine added: “Roy Morgan is delighted to partner with TorchMedia in providing a solution to understand the Canberra Light Rail audience. The Canberra Light Rail is a 12-kilometre line that links the northern Gungahlin town centre to the Canberra city centre.
“The Australian Capital Territory market is a highly lucrative consumer market to advertisers. They are 80 per cent more likely than the average Australian to be from the AB socio-economic quintile and more than twice as likely to be from the Leading Lifestyle (100) Helix Community.
“People who live in ACT also have the highest average household annual income of any Australian capital city (more than $164,000 annually), and they are most likely to be the Big Spenders in terms of discretionary expenditure.
“Only by using Roy Morgan’s unique deep consumer profiling, segmentation, analytics, and people movement data were we able to reveal valuable insights for TorchMedia about the lucrative advertising audiences of the Canberra Light Rail. By appending Roy Morgan’s Helix Personas (powered by Single Source data) to anonymised mobile device data (ids) within a geo-fenced transit corridor around the Canberra Light Rail, we are able to accurately estimate the audience size and profile the audience based on the device data visiting this corridor area.”
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