Advertising in Nashville International Airport Berry Field (BNA)

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

Situated in the lively city of Nashville, Nashville International Airport (Berry Field) serves as a key gateway to the world and a unique advertising opportunity. Welcoming over 18 million passengers annually, this bustling airport showcases the vibrant spirit of Music City. Advertising at BNA reaches a diverse audience, blending local charm with global appeal. Here, each advertisement becomes an essential part of an ongoing conversation among cultures, industries, and millions of travelers.

Why advertise at BNA?

Nashville International Airport (BNA) is a standout location for advertisers, offering a unique blend of local charm and global appeal. Here are some notable aspects of BNA:

• Music City connection: BNA is deeply connected to Nashville's vibrant music scene, providing advertisers with a unique opportunity to tap into the city's cultural identity.
• Passenger diversity: With over 18 million passengers annually, BNA attracts a diverse audience, making it an ideal location for reaching a wide range of demographics.
• Global gateway: As a key gateway to the world, BNA offers advertisers the chance to engage with both domestic and international travelers.
• Dynamic advertising opportunities: BNA provides a variety of advertising formats, from static billboards to hand-painted murals, allowing advertisers to create memorable and impactful campaigns.

Nashville Market

• Population: Nashville is the 23rd-largest metropolitan area in the United States, with a population of over 1.9 million people, according to the U.S. Census Bureau. This growing population offers advertisers a sizable audience to target with their campaigns.
• Economic growth: Nashville's economy is diverse and thriving, with major industries such as healthcare, tourism, music, and education. The city is home to several Fortune 1000 companies, including HCA Healthcare, Dollar General, and Tractor Supply Company, providing a strong economic foundation for advertisers to build upon.
• Cultural diversity: Known for its rich cultural heritage, Nashville boasts a diverse population that includes a mix of ethnicities, races, and backgrounds. This diversity allows advertisers to target a wide range of audiences and demographics, making the Nashville market an attractive option for various campaigns.
• Entertainment and music: As the heart of Music City, Nashville is a hub for entertainment, hosting major events, concerts, and festivals throughout the year. The city's vibrant music scene attracts millions of visitors annually, providing additional advertising opportunities for brands looking to engage with music enthusiasts and tourists alike.
• Education and innovation: Nashville is home to several prestigious higher education institutions, such as Vanderbilt University, Belmont University, and Tennessee State University. This concentration of academic institutions fosters a culture of innovation and research, making the city an appealing market for advertisers targeting tech-savvy and educated audiences.

Nashville Audience

• Local residents: Nashville's population of over 1.9 million people includes a diverse mix of young professionals, families, students, and retirees. This variety of residents allows advertisers to target specific demographic groups or appeal to a broader audience in the Nashville market.
• International tourists: Nashville is a popular tourist destination, attracting millions of visitors each year. According to the Nashville Convention & Visitors Corp, the city welcomed 16.8 million tourists in 2019, with a significant portion coming from international destinations. This presents a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Nashville's diverse population speaks a variety of languages, presenting both a challenge and an opportunity for advertisers. By creating multilingual campaigns or incorporating visual storytelling, brands can effectively communicate with a wider audience and overcome language barriers and cultural nuances.
• Interests and lifestyles: The Nashville audience is characterized by a wide range of interests and lifestyles, from music enthusiasts and foodies to sports fans and outdoor adventurers. Advertisers can tap into these passions by aligning their campaigns with popular events, local attractions, or trending topics, creating a stronger connection with their target audience.
• Highly connected: Nashville residents are highly connected, with widespread smartphone usage and a strong presence on social media platforms. Brands can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences, making the most of the Nashville audience's digital habits.

Types of Airport Advertising

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

• 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 brand could showcase a dynamic product demonstration or a captivating promotional video on these large screens.
• Airline Lounges: Advertising in airline lounges targets a more exclusive audience, often consisting of business travelers and frequent flyers. Brands can place print ads in lounge magazines, sponsor amenities, or even create branded lounges to provide a memorable experience for these high-value customers.
• Security Areas: Security checkpoints are an unavoidable part of air travel, and advertisers can take advantage of the captive audience by placing ads in security trays, on dividers, or even on the conveyor belts. For instance, a luggage company could promote their latest line of travel bags with a creative ad campaign in this area.
• In-Flight Videos: In-flight entertainment systems offer a unique opportunity for advertisers to engage with passengers during their flight. Brands can create custom video content, such as short films or branded entertainment, to be featured alongside movies and TV shows, or even sponsor the entire in-flight entertainment system.
• Interactive Kiosks: Interactive kiosks placed throughout the airport can provide passengers with useful information, such as flight updates, airport maps, and local attractions, while also displaying targeted ads. For example, a local restaurant could promote their menu and offer a discount to travelers who interact with the kiosk.

These are just a few examples of the many advertising opportunities available at airports like BNA, allowing brands to create impactful and memorable campaigns that reach a diverse audience of travelers.

Airport price breakdown

Billboard pricing in Nashville varies, with a range of options to suit different budgets:

• Average Price: The average price for a billboard in Nashville is approximately $7,781.12, offering a competitive rate for advertisers looking to make an impact in the city.
• Lowest Price: For those seeking the most affordable option, the lowest price for a billboard in Nashville is around $3,529.41, providing a cost-effective solution for advertisers looking to reach their target audience without breaking the bank.

Airport Impression and CPM Metrics

In this advertising campaign, the impressions and CPM metrics provide valuable insights into the campaign's reach and cost-effectiveness:

• Total Impressions: The campaign generated a total of 88,126,000 impressions, showcasing its wide reach and potential impact on the target audience.
• Average Impressions: On average, each advertisement in the campaign received 766,000 impressions, indicating consistent performance across the various ad placements.
• Average CPM: The average cost per thousand impressions (CPM) for the campaign was $2.89, demonstrating a relatively affordable advertising option for brands looking to maximize their budget.
• Median CPM: The median CPM for the campaign was $1.57, highlighting the potential for even more cost-effective advertising opportunities within the campaign's range of placements.

Some of the top airport ad providers for BNA

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

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of innovative and impactful ad formats to help brands reach their target audience.

Other formats for advertising in Nashville

A closer look at the data reveals the depth and breadth of the advertising opportunities available in Nashville:

• Static Billboards: Static billboards generate over 439,000 impressions with an average CPM of $2,567.80. This classic advertising medium offers a constant presence, making it a reliable choice for outdoor advertising campaigns.
• Billboards: Billboards receive over 40,000 impressions with an average CPM of $26.05. This versatile medium can be tailored to various campaign objectives, providing a flexible option for advertisers.
• Street Furniture: Street furniture garners over 95,000 impressions with an average CPM of $4.28. This advertising format integrates seamlessly into the urban landscape, offering a unique way to engage with pedestrians and commuters.
• Wheat Pastings: Wheat pastings accumulate over 1,050,000 impressions with an average CPM of $1,739.03. This creative and eye-catching medium allows advertisers to make a bold statement in high-traffic areas.
• Wallscapes: Wallscapes achieve over 233,000 impressions with an average CPM of $210.98. These large-scale advertisements create a lasting impression, making them an ideal choice for brands looking to stand out.
• Retail Venues: Retail venues generate over 25,000 impressions with an average CPM of $14.25. This advertising format allows brands to target consumers in a shopping mindset, increasing the likelihood of conversions.
• Transit: Transit advertising receives over 4,480,000 impressions with an average CPM of $8.66. This medium effectively targets commuters and travelers, providing a captive audience for advertisers to engage with.
• Bus: Bus advertising accumulates over 23,833,000 impressions with an average CPM of $6.88. This mobile advertising format offers high visibility and the ability to reach a wide range of demographics.
• Everything Else: Other advertising formats in Nashville generate over 974,000 impressions with an average CPM of $13.28. This category encompasses a variety of unique advertising opportunities, allowing brands to explore innovative ways to connect with their target audience.

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