The average American spends a tremendous amount of time in the car. Based on numbers from the Arbitron National In-Car Study, these drivers are open to information they get from billboards.
Seventy-one percent of travelers are “billboard viewers,” meaning they notice a billboard ad at least some of the time:
- Each time – 9%
- Most of the time – 28%
- Sometimes – 34%
When asked “In general, when do you usually make the decision to stop at a store on your way home from work?” 38% said “while on the way home.” And where are these consumers stopping? Grocery stores and large retail stores were the top two answers, followed by convenience stores, drugstores, and fast food restaurants.
So if these consumers are making the decision to stop and shop while on the road, it makes sense that billboards – and other out-of-home media – can be effective.
According to the study, sale and special offer advertising is especially effective. Sixty-six percent of consumers said they noticed a billboard ad with a sale or special offer that motivated them to visit a certain store either later that or later that week.
Download the Arbitron study here.
Friday, Sep 4, 2009
Michelle OBrien