Advertising in Manchester–Boston Regional Airport (MHT)

*All metrics are based on a 4-week advertising campaign

Situated in the thriving city of Manchester, Manchester–Boston Regional Airport serves as a key gateway to New England and a prime advertising opportunity. This bustling airport connects over 1.8 million passengers annually, showcasing the vibrant spirit of Manchester and its surrounding areas. At MHT, advertising goes beyond conventional boundaries, engaging a diverse audience while emphasizing local culture and innovation. Here, each advertisement becomes an essential component of an ongoing conversation among travelers, industries, and the thriving Manchester community.

Why advertise at MHT?

Manchester-Boston Regional Airport (MHT) is a key player in the New England region, offering unique advertising opportunities and a strong connection to the local community. Some notable aspects of MHT include:

• Passenger traffic: MHT serves over 1.8 million passengers annually, providing a diverse audience for advertisers.
• Local culture: Advertising at MHT emphasizes the vibrant spirit of Manchester and its surrounding areas, creating a sense of place for travelers.
• Innovative advertising: MHT goes beyond conventional advertising methods, engaging passengers through unique and creative campaigns.
• Community connection: Advertisements at MHT contribute to an ongoing conversation among travelers, industries, and the thriving Manchester community.

Manchester Market

• Population: Manchester is the largest city in New Hampshire, with a population of over 112,000 people, according to the U.S. Census Bureau. This growing population offers a diverse audience for advertisers to target.
• Economic growth: Manchester's economy is driven by industries such as healthcare, education, manufacturing, and technology. The city is home to several major employers, including Elliot Hospital, Southern New Hampshire University, and Eversource Energy, providing a stable economic base for advertisers.
• Cultural diversity: Manchester boasts a rich cultural heritage and a diverse population, with a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to reach a wide range of audiences and demographics in the Manchester market.
• Entertainment and sports: The city offers various entertainment options, including concerts, festivals, and events throughout the year. Manchester is also home to the minor league baseball team, the New Hampshire Fisher Cats, and the ECHL's Manchester Monarchs, providing additional advertising opportunities for local and national brands.
• Education and innovation: Manchester is a hub for higher education, with institutions such as Southern New Hampshire University, the University of New Hampshire at Manchester, and Manchester Community College. This concentration of academic institutions fosters a culture of innovation and research, making the city an attractive market for advertisers targeting tech-savvy and educated audiences.

Manchester Audience

• Local residents: Manchester's population of over 112,000 people consists of a diverse mix of young professionals, families, students, and retirees. This variety allows advertisers to target specific demographic groups or appeal to a broader audience within the Manchester community.
• Regional tourists: As a key gateway to New England, Manchester attracts tourists from across the region, providing advertisers with the opportunity to reach a wider audience. The city's rich cultural heritage, entertainment options, and events draw visitors throughout the year, offering potential customers for local and national brands.
• Language diversity: Manchester's diverse population includes a mix of ethnicities, races, and backgrounds, resulting in a variety of languages spoken throughout the city. Advertisers can consider language barriers and cultural nuances when crafting their messaging, using multilingual campaigns or visual storytelling to effectively communicate with a wider audience.
• Interests and lifestyles: The Manchester audience is characterized by a wide range of interests and lifestyles, from arts and culture enthusiasts to sports fans and outdoor adventurers. Advertisers can align their campaigns with popular events, local attractions, or trending topics to create a stronger connection with their target audience.
• Highly educated: With a concentration of academic institutions in the city, Manchester's population is well-educated and tech-savvy. Advertisers can leverage this demographic by targeting innovative products and services, as well as engaging with consumers through digital advertising and interactive experiences.

Types of Airport Advertising

Here are some of the most common advertising platforms at MHT:

• Video walls: Strategically placed video walls throughout the airport can display eye-catching visuals and animations, capturing the attention of passengers as they navigate the terminal. For example, a car rental company could showcase their latest vehicle models and promotional offers on a video wall near the baggage claim area.
• Airline lounges: Advertisers can target premium passengers by placing ads in airline lounges, where travelers often spend time relaxing and waiting for their flights. A luxury brand could display their products or services in a lounge, appealing to an affluent audience with high purchasing power.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can reach a captive audience as passengers wait in line. A travel insurance company could place ads in this area, reminding passengers of the importance of protecting their trip and belongings.
• In-flight videos: In-flight entertainment systems offer a unique opportunity for advertisers to engage with passengers during their flight. A tourism board could create a short video showcasing the destination's attractions, encouraging passengers to explore the area upon arrival.
• Baggage claim: Advertising in the baggage claim area can target passengers as they wait for their luggage. A local restaurant could place ads near the carousel, enticing hungry travelers with images of their delicious menu items.

These examples represent just a fraction of the numerous advertising opportunities available at MHT, allowing brands to create tailored campaigns that effectively reach their target audience.

Airport price breakdown

Billboard pricing in Manchester varies depending on factors such as location, size, and visibility, with the following price ranges:

• Average Price: The average price for a billboard in Manchester is approximately $1,500.00, offering a balance between affordability and visibility for advertisers.
• Median Price: The median price for a billboard in Manchester stands at around $1,200.00, providing a cost-effective option for businesses looking to reach a wider audience.
• Lowest Price: The lowest price for a billboard in Manchester can be as low as $800.00, making it an attractive choice for smaller businesses or those with limited advertising budgets.

Airport Impression and CPM Metrics

Impressions and CPM metrics for billboards in Manchester can be summarized as follows:

• Total Impressions: The total impressions for a billboard in Manchester can reach up to 500,000, offering significant exposure for advertisers.
• Average Impressions: The average impressions for a billboard in Manchester are around 300,000, providing a substantial audience for brands to target.
• Median Impressions: The median impressions for a billboard in Manchester stand at approximately 250,000, ensuring a consistent level of visibility for advertisers.
• Average CPM (Cost Per Thousand Impressions): The average CPM for a billboard in Manchester is about $5.00, offering a cost-effective way for businesses to reach their target audience.
• Median CPM: The median CPM for a billboard in Manchester is around $4.80, providing an affordable option for advertisers looking to maximize their return on investment.

Some of the top airport ad providers for MHT

Here is a list of top providers for advertising at MHT:

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and engaging advertising opportunities at MHT.

Other formats for advertising in Manchester

A closer look at the data reveals the depth and breadth of the other opportunities available in Manchester:

• Static Billboards: Static billboards have an average CPM of $6.55. As a classic advertising medium, they provide a constant presence and high visibility for brands in the Manchester area.
• Billboards: Billboards in Manchester receive approximately 39,740 impressions with an average CPM of $19.58. This traditional yet impactful medium offers visibility like no other, making it a staple in outdoor advertising strategy.
• Street Furniture: Street furniture advertising in Manchester generates around 28,298 impressions and has an average CPM of $206.85. This versatile advertising option allows brands to reach pedestrians and motorists alike, creating a strong presence in the urban landscape.
• Retail Venues: Retail venue advertising in Manchester has an average CPM of $9.09. This targeted approach allows brands to engage with consumers in a shopping environment, increasing the likelihood of purchase and brand recall.
• Transit: Transit advertising in Manchester garners approximately 164,024 impressions with an average CPM of $7.06. This advertising medium effectively reaches commuters and travelers, providing a captive audience for brands to engage with.

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