The latest study from Arbitron reveals that outdoor media has approximately the same reach as television and radio in a given week. More than 90% of Americans aged 18 or older have traveled in a car, watched TV or listened to AM/FM radio in the past week.
The study uses data from Scarborough USA+ 2008 Release 2 to examine the reach, frequency and audience composition of several mass media in the United States including outdoor, television, AM/FM radio, newspapers and the Internet. The report provides media planners with a side-by-side comparison of each platform with a special focus on those who consume the most content and therefore view or listen to the majority of the ads purchased.
Scarborough Research measures the lifestyles, shopping patterns, media behaviors, and demographics of American consumers locally, regionally, and nationally. Learn more about Scarborough Research at www.scarborough.com.
For a full copy of the Arbitron Report: Outdoor Advertising and the Media Plan, fill out the form and download the study.
Last updated: 9.24.09