Outdoor Advertisers Have More Viewers
Arbitron Inc. has reviewed and compared Census 1990 and 2000 data on commuting time to work across the United States and found that there has been
a 13.8% increase in average U.S. commute time since 1990. These findings, which show how much more time Americans are having to spend to get to work today—and the ample opportunities commuters,
therefore, have to see outdoor media—include the following: The average one-way drive time to work in the U.S. was 25.5 minutes in 2000 vs. 22.4 minutes in 1990, an increase of 13.8 percent.
- Drive times increased in each of the 286 Metros over the 10-year period.
- Merced, CA, experienced the largest percentage increase, up 51.7 percent to 26.5 minutes in 2000 from 17.5
minutes in 1990. In theory, a commuter could be exposed to nearly triple the number of billboards he or she saw in Merced a decade ago.
- The longest average commute was in Sussex, NJ, where, on
average, a worker spent 38.3 minutes in transit in 2000. An advertiser can make multiple impressions upon a target consumer during that period.
- The shortest average commute was in Grand Forks,
ND, where it took 15.1 minutes for the average drive-time in 2000.
Increased traffic congestion is not the only factor slowing down commuters. "The experts tell us that new homes are being
built further and further away from the central city, and that increasingly, people are commuting from one suburb to another suburb and having to take slower secondary roads," said Dan Estersohn,
senior demographer for Arbitron. "All of these trends increase commuting times."
"The increase in commute times is good news for outdoor advertising," said Jacqueline Noel, director of sales and
marketing for Arbitron Outdoor. "The recently released Arbitron Outdoor Study revealed that the heaviest commuters-so-called Super-Commuters-average nearly two hours per day commuting, and they
represent an exceptionally upscale and attractive consumer segment for advertisers."
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