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"Outdoor Media Plays Critical Role in Media Mix New
Arbitron Study Reveals"
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Courtesy Arbitron
September 09, 2001
“According to the study, media that target vehicle drivers/passengers
reach 96 percent of Americans weekly and outdoor media that
target pedestrian traffic reach 79 percent weekly.”
Whether targeted to pedestrians or vehicle drivers/passengers,
outdoor media have the power to reach today's mobile consumers,
according to a new outdoor media consumer study conducted by
Arbitron Inc. Particularly, outdoor media can play a critical
role in a media plan by reaching consumers who are not exposed
to either newspaper or local television news. The study also
underscored outdoor media's compatibility with radio, which
also has the ability to reach people out-of-home, close to the
point of purchase. Indeed, these two media classes move in lockstep
with each other; the greater the time spent with outdoor media,
the greater the time spent with radio.
The Arbitron Outdoor Study was designed to examine the media
habits of America's pedestrians, vehicle drivers and passengers,
and commuters. To conduct the study, Arbitron surveyed 2003
consumers aged 18 and older by phone.
Among the study's findings are that Americans are more mobile
than ever. For instance, Americans reported traveling an average
of 302 miles in a vehicle in the past seven days. Not surprisingly,
much of this travel is devoted to going to and from work, with
the average daily, round-trip commute clocking in at 54 minutes.
Pedestrian traffic has also stepped up across the country with
eight out of ten Americans reporting that they have walked in
any town, city or downtown in the past seven days.
With so much motion in the marketplace, the study quickly revealed
the power of out-of-home media to reach America's increasingly
elusive consumers. According to the study, media that target
vehicle drivers/passengers reach 96 percent of Americans weekly
and outdoor media that target pedestrian traffic reach 79 percent
weekly. These findings are especially important because of the
inverse correlation between time spent traveling and exposure
to other local media. According to the study, heavy commuters
spend 19 percent less time reading newspapers and are less likely
to be reached by local TV newscasts, especially the local evening
news.
In addition, three new consumer groups emerged from the study:
Mega-Milers (29 percent of consumers who represent 77 percent
of all miles traveled by vehicle), Power- Pedestrians (the 21
percent of Americans who generate 83 percent of all miles walked)
and Super-Commuters (the 24 percent of Americans who spend nearly
two hours a day getting to and from work). Mega-Milers and Super-Commuters
tend to be upscale, educated and more likely to be married with
children than the national average. Power-Pedestrians, on the
other hand, tend to be younger, single and from each end of
the income spectrum.
"The emergence of these groups confirms that outdoor media
not only have significant reach, but they also can generate
extremely significant frequency of exposure among heavy commuters
and vehicle drivers/passengers," notes Nancy Fletcher,
president, Outdoor Advertising Association of America. "We're
delighted that Arbitron has developed this insightful and valuable
study, which will help marketers to better understand the full
capabilities of the outdoor medium."
Another important finding of the study is that over one-third
of Americans shop near work. Among those who work full-time,
62 percent say they shop closer to home and 35 percent indicate
they shop equally near home/work or shop most at work. "This
indicates that advertisers cannot just target consumers who
live near their retail locations; they must also consider the
sizable group of consumers who shop near work when constructing
their media plans," says Jacqueline Noel, director, sales
and marketing, Arbitron Outdoor. "By examining the results
of the study, marketers can identify out-of-home media that
have the ability reach the working crowd, as well as gain important
insight into outdoor advertising's role in the overall media
mix." |
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