• by Jack Loechner , Staff Writer @mp_research, May 1, 2007

Wide Open Spaces Promote More Outdoor Ad Viewing

According to a new study by The Media Audit in 87 national markets,  Houston-Galveston and Riverside-San Bernardino (CA) took the top two spots in a survey of the nation's heavy outdoor users, followed by Austin, San Antonio, and Dallas-Ft. Worth, Texas.  "Heavy outdoor users" are defined as having driven more than 200 miles in a typical week.

 The report says that surveys between January 2006 and March 2007 show that an average of 37% of all adults in the U.S. drive more than 200 miles in a typical week, the same as a year earlier. However:

• 54.1% adults in the Houston-Galveston market drive more than 200 miles in a typical week, 46% higher than the national average
• 51.2% of the adult population In Austin, Texas drive more than 200 miles in a typical week, up from 48.4% a year earlier  
• Both San Antonio and Dallas-Ft. Worth have remained in the top five heaviest outdoor markets for the current and previous year

 Bob Jordan, President of International Demographics, Inc., says, "Outdoor is an excellent medium... among upscale consumers. In Houston... adults who are heavy users of outdoor earn $67,014 in household income, significantly more than the average adult in this market... Houston, adults who are heavy outdoor users out-number heavy users of newspaper, radio, direct mail and television..."

 Rounding out the top ten markets for heavy outdoor usage are:

• Atlanta, Georgia (49.3% of the adult population drives 200 or more miles per week)
• Tulsa, Oklahoma (49.2%)
• Charlotte-Gastonia-Rock Hill, North Carolina (49%)
• Greensboro-Winston Salem-High Point, North Carolina (48.9%)
• Jackson, Mississippi (48.6%)

A special media day analysis conducted in the 87 measured markets shows that in 47 markets, heavy users of outdoor out-number heavy users of radio, newspaper, TV, and internet with adults who plan to purchase a new car, van, truck, or SUV.

For additional information, please visit The Media Audit here.