Marketing Data from Various Outoor Reports

January, 2002 – Data Solutions

A study was done in San Antonio, TX in 2002 using a system called DemoTrack to try to determine and report on the demographic profile of people in the vehicles driving past a billboard. The key finding was that the type of road has a direct bearing on the percentage of people passing an outdoor advertising location who live within that zip code. In that study:

Freeway: 5% of the traffic originated in the zip code where the face is located.
Major Arterial: 13% of the traffic originated in the zip code where the face is located.
Minor Arterial/Local: 25% of the traffic originated in the zip code where the face is located.

Surveys completed in over 12 different markets confirmed that a significant percentage of traffic that drives past a billboard does not originate in the zip code where the board is located. Stated differently, the vast majority of the traffic passing a billboard originated from other zip codes, zip codes which may contain large numbers of a specific target audience.

2001 – Arbitron Outdoor Study

One third of Americans say they shop most near their work or split their shopping between home and work. Among full time employees, 62% say they do most of their shopping closer to home. 35% shop equally near home/work or shop mostly near work. Commuters who do most of their shopping near work have longer commute times and greater weekly mileage than those who shop mostly near home.

Super Commuters

24% of Americans who generate 72% of total time commuting in the US.
Are 1 in 4 Americans who spend nearly 2 hours each day going to and from work.
35% come from households earning $75,000+, compared with 23% for the US average income profile.
Are more likely to have children in their households compared to the national average.
Are more likely to have graduated from college and have postgraduate degrees.
Are more likely to be 25-54 years of age compared to the US average.
27% do not read a newspaper.
26% watch the local evening news 5-7 days a week compared to 42% of Americans.

2003 - Arbitron Airport Study

Airline Travelers

Are 80% more likely to have an annual household income of $100,000.00 or more.
Are avid movie-goers.
Spend less time with television.
Take the time to read billboard ads in the airport during longer waiting periods.
64% make a purchase at an airport store or restaurant.

Frequent Fliers

Account for nearly 60% of all airport advertising impressions.
Are over 3x more likely to live in $100,000.00+ households.
58% are male and 61% are between the ages of 25-54.
Are heavily exposed to traditional outdoor media.
Are internet junkies – shop more often online and spend more money when they do.

2007 – Arbitron Cinema Advertising Study

Cinema advertising reaches over 124 million Americans 12+ in a month. It reaches 81% of teens 12-17 and 67% of persons 18-24 in a month.
The average American sees 2 movies in a theater in a 3-month period. For people 12-24, the average is 4 movies in a theater in a 3-month period.
Six in ten moviegoers watched commercials before the movie started.
63% of those who watched a movie in a theater in the last month do not mind the advertisements. 74% of teens don’t mind the ads.
Moviegoers tend to be light TV viewers. 21% of moviegoers say they are more interested in a product after they’ve seen it featured on a movie screen.
4 in 10 frequent moviegoers are early adapters and decision influencers. Among total persons 12+, 24% self-identify as buying new products and services either first or before most people they know. Among moviegoers, the percentage grows to 32% and among frequent moviegoers to 40%.
Tend to come from upscale households.
50% of frequent moviegoers have visited an electronics store in the last 30 days as compared with 29% of total persons 12+.
26% of frequent moviegoers have been to a professional sporting event in the last month – more than double the percentage (12%) for total persons 12+.
Moviegoers spend an average of 24 minutes at the theater prior to the previews. Frequent moviegoers spend an average of 28 minutes.