Out-of-Home Advertising Viewed by 3 in 4 U.S. Adults
May 28, 2013 -- According to Arbitron's 2013 “Out-of-Home Advertising Report,” three in 4 U.S adults report having noticed ads featured on billboards (traditional or digital), buses, subways, wrapped vehicles and airport (transit), or shopping malls and bus shelters (street-level advertising) in the past month. This number rises to 84% among those who have driven or ridden in a vehicle.
Reported actions taken by consumers who viewed a billboard or other out-of-home (OOH) advertising in the past month:
- 40% visited an advertised restaurant
- 40% watched an advertised TV program
- 39% visited an advertised store
- 39% talked about the ad or product advertised
- 33% attended an advertised public event or performance
- 29% visited a store that week after seeing a sale or special advertised
- 28% visited a website that week after seeing an advertised sale or special
- 26% immediately visited a store, business or restaurant
- 26% visited an advertised website
- 24% recommended an advertised product or brand to others
- 23% listened to a radio station that was advertised
- 18% called a phone number for the advertised product or store
- 12% accessed a coupon or other information on a mobile device
- 8% posted to social media about an ad or product advertised.
The study also found that 8 in 10 billboard OOH advertising viewers make a point to look at the advertising message at least some of the time.
About: Arbitron and Edison Research completed 912 surveys with U.S. residents aged 18+ to examine Americans’ travel habits and their relationship to out-of-home media. Data were weighted to national 18+ population figures. The research was conducted in January and February 2013 through telephone interviews using random digit dialing (RDD) landline and cell phone sampling. The survey was offered in both English and Spanish language.