According to a new Arbitron study, more than 70% of the U.S. population, or 181 million, have viewed a digital video display out of home in the past month, while 52% of the population, or 135 million, have viewed digital video display in the past week.
Digital video in public venues reaches more Americans each month (70%) than video over the Internet (43%) or Facebook (41%).
The report notes that DOOH video dwarfs many prominent new media and marketing platforms. More American teens and adults have seen a digital video screen at a public venue in the past month than have watched online video.
More people see digital video screens in public venues than have ever sent or received a text message, own a DVR, such as a TiVo or recorder provided through their cable or satellite TV provider, or have a Facebook profile.
Comparing the Reach of Digital Place-Based Video to Other Media
Reach (% of Population)
Monthly digital place-based video
Ever send or receive text messageon cell phone
Have an MP3 player
Monthly online video
Own a DVR
Have a Facebook profile
Source: Arbitron Research, May 2010
Viewers are engaged with the content, says the report, with 47% of those who have seen a digital place?based video in the past month specifically recall seeing an ad. 19% of those who have seen a digital video ad say they have made an unplanned purchase after seeing an item featured on the screen.
Based on surveys of 1,700 people, the study is said to be the industry's first universe estimates for 19 different venue categories to compare the reach of individual networks to the potential reach of the venue. Diane Williams, senior media research analyst for Arbitron, says "It's a first step in setting the groundwork for determining just how big the audience is."
Video displays in grocery stores, visited by 97% of the population, get the most notice with 72 million viewing a display in the past month. Displays in shopping malls are viewed by 70 million, followed by large retail or department stores, medical or doctors' offices, and movie theaters.
Though the movie venue was No. 5 overall, it ranked number 2 among teens, after shopping malls. For reaching Adults, the top three venues were grocery stores, large retailers, and shopping malls. The least-viewed DOOH venues were elevators and buses, trains or taxis
DOOH Venues Ranked by Viewers (% of People 12+ or 21+ in Bars)
Monthly Viewers (% of Population)
Monthly Viewers (mill)
Large retail or dept. store
Medical or doctor office
Fast food or casual dining
Hospital or medical facility
Office building lobby
Stadium or arena
Coffeehouse or sandwhich shop
Exterior bus, bus shelter, train, taxi
Interior bus, train, taxi
Source: Arbitron Research, May 2010
Monthly Digital Video Viewer: A person who noticed a digital video screen at one of the 18 public venues examined in this report in the past month. The survey question is:
"Many public places now have digital video displays. These video displays look like television screens, but rather than broadcasting regular television stations, they feature short programs and advertising relevant to products in the store. For example, a video display at a local grocery store might show food items for sale, while a video display in the lobby of a local movie theater might show the trailer for an upcoming movie... I'd like you to tell me whether or not you have seen a digital video display... recently...specifically digital video displays... NOT to include TV stations you might have seen on a regular television screen at one of these locations."
Please visit Arbitron here for additional information about the study including access to PDF charts and graphs.