According to recently published figures from the National Transport Authority (NTA), 290 million public transport journeys were taken in 2019; an increase of almost 24 million, or 9% compared to 2018 figures. This represents 7 consecutive years of increasing passenger numbers with 2019 showing the largest increase in that timeframe.  

LUAS showed a growth of 15% to over 48 million journeys, reflecting the first full-year benefit of enhanced capacity on the green line, including seven new 55 metre trams  introduced in 2018 and two newly extended trams brought into service towards the end of 2019. A further 24 trams will be extended over the next 18 months.  

New Dublin Bus timetables and improved frequencies across the network in 2019 resulted in over 138m passenger journeys. Overall, the NTA stated that the rise in figures indicate a positive response from members of the public to investment in public transport in recent years.

As figures for public transport journeys continue to grow, opportunities for brands to engage with this valuable audience exist in traditional and Digital OOH formats, allowing greater connectivity with consumers who are constantly on the move. According to Kantar Media, 78% of Irish public transport users have seen OOH advertising in the past week and 53% have engaged with a brand after seeing an OOH campaign.

Over the last number of years fully and partially wrapped Luas trams have proven popular choices for advertisers looking to capture the attention of both Luas commuters and a roadside audience on the extended Luas network. The recent upgrade of Luas column illumination to 100% LED has also resulted in a higher quality and more visible display on the platforms.

The bus shelter network has also benefitted from a significant investment with the roll out of Digishelters in 2019, offering dynamic solutions and greater flexibility and impact for clients across the network of sixty 86” digital screens in Dublin.

Anne Graham, CEO of the National Transport Authority said “2019 was another year of strong growth for public transport in Ireland. The figures are a testament to the range and quality of services provided by our public transport operators. . . .  [P]eople are also looking to the future of the planet, and they know that by choosing to use public transport, they are behaving in a way that will reduce emissions, improve air quality and protect their local environment”.

Source: NTA 2020, Kantar 2019