Statistics · Case studies · Audience data
Airport Advertising Research
Independent and media-owner research showing why airport advertising works, from global studies to Belfast International.
Airport advertising beats online and social
Flyers view airport advertising more favourably than online and social media ads on every measure.
| Measure | Airport | Online / social |
|---|---|---|
| Gives the brand an international status | 69% | 56% |
| Enhances a brand image | 65% | 57% |
| Catches my attention | 64% | 59% |
| Makes me believe a brand is high quality | 63% | 55% |
| Is creative | 60% | 55% |
70%of travellers enjoy looking at the shops, exhibitions and advertising at the airport
77%took at least one action during or after a trip after seeing an airport advert
Source: Ipsos for JCDecaux, “First Class Advertising: The Enduring Magic of Airports”, 11,368 flyers in 14 markets, 2023.
Belfast International: destination advertising that worked
85%of arriving passengers noticed the airport’s destination advertising without being prompted
91%said the advertising improved their first impression of Northern Ireland
81%of the arriving passengers surveyed were ABC1
77%of visitors who saw it were encouraged to look for things to do that weren’t in their plans
56%were encouraged to spend more on activities than they had planned
Source: Cognisense for Tourism NI, Belfast International Airport advertising research, 238 arriving passengers, February 2023.
Heathrow: the UK’s most valuable airport audience
84.7mpassengers in 2025, a record year, with 85.3m forecast for 2026
89 minaverage dwell time at Heathrow
19%of Heathrow passengers have household incomes over £100k, against 10% of flyers worldwide (index 190)
234destinations in 85 countries, served by 80 airlines
27%of Heathrow passengers are high leisure spenders (spend $500+ in the airport), against 17% of flyers worldwide
55%of UK flyers have visited a brand’s store after seeing its advertising in the airport
Source: Heathrow passenger data 2025; Global Airport Research, Ipsos for JCDecaux; OAG Megahubs 2024; as published in JCDecaux Airport 2026.
Airport shoppers
88%of flyers have spent money at the airport in the past year
63%don’t pre-plan their airport purchases
40%of UK flyers feel more at ease buying luxury items at the airport than in other shops
Source: Global Airport Research, Ipsos for JCDecaux, 2026.