KSCE Journal of Civil and Environmental Engineering Research (대한토목학회논문집)

Korean Society of Civil Engeneers (대한토목학회)
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Strategies to Revitalize Bus Exterior Advertisement for Enhancing Bus Transportation Profits: Focused in Seoul

버스운송 수익증대를 위한 버스 외부광고 활성화 방안: 서울시를 중심으로

  • Received : 2024.01.25
  • Accepted : 2024.02.05
  • Published : 2024.06.01
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Abstract

Advertising on the exterior of buses was initiated in 1985 with the aim of generating operational funds for the 1988 Seoul Olympics. However, despite numerous technological advancements, the regulations governing the method (sheet attachment), area, and placement of exterior advertising on buses have remained unchanged to date. This has constrained the potential for profitability and efficiency in bus exterior advertising. According to Seoul Metropolitan Government, metro usage increased by 23 % in 2019 (prior to the COVID-19) compared to 2006, while bus usage decreased by 10 %. Consequently, financial subsidy for buses surged significantly over the past five years (2018-2022), averaging around KRW 450 billion, which is approximately 1.27 times the average for the preceding decade (2013-2022). The majority of revenue for bus transportation agencies is derived from passenger fares (81.1 %) and subsidies from Seoul City (17.5 %). Hence, it is imperative to enhance the share of revenue from sources other than fares. This study proposes an expansion of the role of bus exterior advertising by increasing the advertising area as a means to increase non-fare revenue. Two alternatives were proposed to expand the advertising area by 17 % and 94 %, respectively, compared to the current level, and their potential impacts were analyzed. The findings indicate that advertising revenue could increase from a minimum of KRW 3.2 billion to a maximum of KRW 53.9 billion, and public subsidies could be reduced by as much as 11.9 %. The bus exterior advertising can serve as an effective approach to diversify transportation revenue and decrease public subsidies.

국내 버스 외부광고는 1988년 서울올림픽 운영자금 조달 목적으로 1985년부터 시작되었다. 그러나 버스 외부광고의 방법(시트지 부착), 면적 및 부착위치에 관한 규정은 많은 기술의 발전에도 지금까지 거의 변함없이 그대로 유지되어 버스 외부광고의 수익성, 효율성 등의 성장에 한계가 있었다. 서울시 기준 2006년 대비 2019년(코로나 영향 이전) 대중교통 통행량 중 철도는 23 % 증가된 반면, 버스는 10 % 감소되었다. 이에 버스 재정 지원금액도 최근 5년(2018~2022) 평균 약 4,500억 원으로 과거 10년(2013~2022) 평균 대비 약 1.27배로 빠르게 증가하였다. 버스운송 기관의 수입은 운임 81.1 %, 서울시 보조금 17.5 %로 대부분을 차지하여 운임 외 수익 비중 확대가 매우 필요하다. 본 연구에서는 버스 외부광고에 대한 기능 확대(광고 면적 확대)를 운임 외 수익 증대 방안으로 제시하였다. 해외 사례 조사를 통한 버스 외부광고 규제를 개선하고, 광고면적을 현재 보다 17 %, 94 % 각각 증가시키는 대안을 설정한 후 그 효과를 분석하였다. 그 결과 광고수익이 최소 32억 원에서 최대 539억 원까지 증가될 수 있고, 재정지원금은 최대 11.9 %까지 절감되는 것으로 분석되었다. 버스 외부광고에 대한 적극적인 규제 개선과 기능 강화는 운송수입의 다변화와 공공 보조금을 줄일 수 있는 좋은 방안으로 활용될 수 있다.

Keywords

Acknowledgement

This study was supported by research fund from Songwon University.

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