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:
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:
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.