why outdoor advertising
High Frequency for your message
at the Greatest Cost Efficiency
Outdoor advertising is the most efficient medium for reaching large
audiences on a cost per exposure basis:
The Audience for Outdoor Continues to Grow.
Over the past decade,
- The number of drivers has expanded at three times the U.S.
population growth rate.
- Household Vehicles increased at six times the population.
- Daily vehicle trips and miles increased at four times the
population.
- Commuting miles increased 37% since 1993.
- Commuting time increased 14% since 1993.
- The average driver drives 1 hour and 37 minutes daily.
- Single occupant travel accounts for 75% of trips and 76% of
miles.
Audiences for other media have been severely
fragmented:
| Media |
1997 vs. 1990 |
| Homes Receiving Cable |
+ 187% |
| TV Channels Per Household |
+ 530% |
| Total Radio Stations |
+ 53% |
| Consumer Magazines |
+ 198% |
| Daily Newspapers |
- 13% |
While time spent with other media has barely
increased:
| Media |
1997 vs. 1990 |
| Television |
+ 19% |
| Radio |
+ 6% |
| Magazines |
+ 3% |
| Newspapers |
- 2% |
More people are now exposed weekly
to Outdoor & TV than any other media:
| Media |
1997 vs. 1990 |
| Television |
94% |
| Billboards |
93% |
| Radio |
89% |
| Cable TV Networks |
75% |
| Daily Newspapers |
74% |
| Sunday Newspapers |
72% |
| Weekly Newspapers |
39% |
| Shopper Papers |
38% |
|
