Why Outdoor Advertising?
Outdoor Advertising has the lowest cost-per-thousand-impressions of all major media:
| Advertising Medium |
Buy |
CPM |
| Spot TV 30-seconds |
Prime Time |
$18.00 |
| Newspaper ¼ page |
Black and white |
$10.80 |
| Network TV 30-sec |
Prime Time |
$9.90 |
| Magazine Full Page |
4-Color |
$8.70 |
| Radio 60-sec Spot |
Drive Time |
$5.30 |
| Rotating Bulletin |
30 Days |
$350 |
| 30- Sheet Poster Panel |
30 Days |
$1.60 |
| Source: OAAA “Basics” |
Outdoor Advertising’s audience has grown substantially;
- Drivers expanded three times greater than the U.S. population growth.
- Household vehicles increased at six times the population growth rate.
- Daily vehicle trips and miles quadrupled population growth.
- Traveling vehicles rose six times higher than population expansion.
- Commuting miles increased 37% since 1983, due to suburb expansion.
- Travel time to work increased 14% since 1983, due to congestion.
- Drivers drive an average of 1 hour 13 minutes daily.
- Single occupant travel accounts for 75% of trips and 76% of miles.
Source: U.S. Dept. of Transportation
Media audiences have been severely fragmented:
1997 vs. 1990 |
| Homes Receiving Cable |
+ 187% |
| TV Channels Per Household |
+ 530% |
| Total Radio Stations |
+ 53% |
| Consumer Magazines |
+ 198% |
| Daily Newspapers |
- 13% |
| Source: Media Dynamics |
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