The American Public Transit Association recommends transit agencies devote between one and four percent of their operating costs to marketing. Sound Transit is well within that guideline.
Overall ridership on Sound Transit services rose 8 percent between 1st quarter 2006 and 1st quarter 2007. An annual public opinion poll conducted by Sound Transit in fall of 2006 also showed approval rating for the agency had risen significantly from 45 percent in 2003 to 65 percent in 2006. Brand recognition is up to 85 percent. We believe much of this is attributable to effective advertising.
Well if they’re going to spend 1~4% of their budget on ads, I think they should try to recoup 1~4% of their budget from advertising.