Outdoor advertising finally has some statistics to support its effectiveness claims. New research shows that outdoor advertising is less cluttered than electronic media and that the average adult is
exposed to an average of 40 outdoor messages per day, at least in Chicago. The figures were released by Nielsen Outdoor ratings service in Chicago and also revealed that, among all demographic
groups, men 35-54 had the highest exposure to outdoor advertising, with an average of 54 exposures to outdoor advertising daily. Among women, 18- to 34-year-olds led all other female groups with 39
exposures. The research also showed that exposure to outdoor advertising peaks during morning and evening commutes. The study is the result of the medium's effort to create a ratings service that
will help it compete with other media that is similarly measured. "For the first time in its history, the outdoor advertising industry now has a reliable people-based measurement system that delivers
true reach, frequency and ratings data, complete with audience numbers and demographic breaks," said Lorraine Hadfield, managing director for Nielsen Outdoor, which hopes to expand its ratings service
beyond Chicago. Media buyers applauded the effort. "I find it truly refreshing that the so-called old-fashioned medium of outdoor has leapfrogged other media in stepping up to the forefront of
accountability provided by modern research," said Jon Mandel, chairman for Mediacom. "We believe that this will transform the outdoor advertising industry and drive incremental dollars to the medium
through increased accountability.
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